How to Focus on Strategic vs. Tactical Marketing with Orsolya Herbein | MP 103

A photo of Orsolya Herbein is captured. Orsolya has a B.A. in Graphic Design from the New England School of Art and Design in Boston. Orsolya Herbein is featured on Practice of the Practice, a therapist podcast.

Why does your branding need to be strategic before it is tactile? What makes the difference in marketing? How does creating a genuine brand strategy skyrocket the success of your branding efforts?

In this podcast episode, Sam Carvalho speaks about how to focus on strategic versus tactical marketing with Orsolya Herbein.

Podcast Sponsor: Heard

An image of the Practice of the Practice podcast sponsor, Heard, is captured. Heard offers affordable bookkeeping services, personalized financial reporting, and tax assistance.

As a therapist, the last thing you probably want to think about is doing your own bookkeeping and taxes. Heard is here to help with that. Heard is the financial back-office built specifically for therapists in private practice. They combine smart software with real humans to handle bookkeeping, taxes, and payroll.

Regardless of whether you’re a seasoned clinician or are in the first year of your practice, Heard will identify areas for growth and streamline best financial practices for your business. When you sign up with Heard, you’ll be matched with an accountant who will help you track your income and expenses, file taxes online, and maximize tax savings.

You’ll also receive financial insights such as profit and loss statements and personalized monthly reports. You can say goodbye to poring over spreadsheets and guessing your tax deductions or quarterly payments. Focus on your clients, and Heard will take care of the rest.

Pricing begins at $149 per month for solo practices and can easily be tailored to fit your business’ financial needs. Sign up for a free, 15-min consult call today at

Meet Orsolya Herbein

A photo of Orsolya Herbein is captured. She runs a virtual branding and marketing agency called Brand3, Inc. Orsolya is featured on Marketing a Practice, a therapist podcast.Orsolya (short Orsi, but pronounced Orshie) didn’t wait long before revealing her passion for art and creativity: at the tender age of three, she won an International Drawing Competition in Eastern Europe. Once the time came for Orsolya to pick a career path, graphic design seemed a natural fit. Orsolya has a B.A. in Graphic Design from the New England School of Art and Design in Boston.

After graduating, Orsolya began her professional design career while continuing to serve various clients as a freelance designer. In 2016, Orsolya partnered with Matt Christ to run and grow a virtual branding and marketing agency called Brand3, Inc. Together they have mobilized effective brands for a diverse range of privately held businesses and organizations.

Visit Brand3 and connect with Orsolya on Instagram, Twitter, and LinkedIn.

In This Podcast

  • The secret to making marketing work
  • The power of a great identity
  • 3 brand essentials for market retention
  • Personal brand versus a business brand
  • Orsolya’s advice to private practitioners

The secret to making marketing work

To the average business owner, marketing is tactical … but the secret to making marketing work [is to be] very strategic. You have to have a plan and a strategy behind the brand that you push out with these tactics. (Orsolya Herbein)

SEO, social media postings, blogs, and email courses are all great marketing tools, but they are the front end of marketing.

They are not effective if you do not have a clear “why” behind why you are using them.

Your branding needs to be strategic before it can be tactile.

How do we become relevant to an audience before we go and market? (Orsolya Herbein)

The power of a great identity

As a small business, avoid spending loads of money and time to explain an idea.

Being a little bit literal is … essential, especially if your product is a little bit more complicated because the audience does not have the time, or will not give you the time [if you are new] to figure it out. (Orsolya Herbein)

For a great business identity to grow in a new, small business, go for something more literal to connect with the audience. You can explore creativity once you have an audience who is listening.

What can a customer immediately understand about you and your business as soon as they walk in your door or land on your website?

3 brand essentials for marketing retention

1 – Quality

2 – Consistency

3 – Clarity

Remember that branding is so much more than your logo because it represents your business identity. Branding is something that represents you in the audience’s mind.

If you learn this one thing, that branding is a perception, then you will start understanding why it is so essential for marketing. (Orsolya Herbein)

When you put marketing material in front of someone you are asking them to interact with your brand, and then they formulate thoughts and feelings about what they see.

So, build your brand for the audience that you would want to engage.

Personal brand versus a business brand

If you want to build a group practice now that you will eventually exit, you want to build a business brand.

It’s very important to build a brand that takes [your] values [that are] built into the brand … and [that] it invites in a team that can deliver [on those values] for you. (Orsolya Herbein)

Create a system around your values and then hire a team that can execute those values on your behalf of the group practice’s clients.

Orsolya’s advice to private practitioners

Consider where you are going, because successful brand building is about blending the appearance and approach to the clients of your business with your desires and goals.

How can you blend where you want to go and who you want to serve in a strategic plan?

Useful links mentioned in this episode:

Check out these additional resources:

Meet Sam Carvalho

A photo of Samantha Carvalho is captured. She is the Chief Marketing Officer and Designer at Practice of the Practice. She is the host of the Marketing A Practice Podcast and helps therapists successfully market and brand their private practices.Sam Carvalho is a graphic designer living in Cape Town, South Africa, with over five years of experience in both design and marketing, with a special interest and experience in the start-up environment.

She has been working with Practice of the Practice since 2016 and has helped over 70 therapist entrepreneurs take their practices to the next level by enhancing their visual branding. She loves working with a variety of clients on design-intensive tasks and is always up for a challenge!

Follow Sam on Instagram to see some of her work. To work with Sam, head on over to

Thanks For Listening!

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