The Ultimate Branding Guide (Part 2) | MP 102

On this marketing podcast, Samantha Carvalho talks about the ultimate branding guide.

What are some of the ultimate branding principles? Why should you research your competition and consider working with them? How can you bring the best of your business to the forefront?

In this second episode of a two-part series, Sam Carvalho speaks about the ultimate branding guide.

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, you’re probably too preoccupied with your caseload to want to think about bookkeeping or tax filing. Heard can help you out with that. Heard is a bookkeeping and tax platform built specifically for therapists in private practice that helps you track and improve your practice’s financial health. Regardless of whether you’re a seasoned clinician or are in the first year of your practice, Heard will help you to identify areas for growth and streamline best financial practices for your business.

When you sign up with Heard, you’ll work directly with financial specialists to track your income and expenses, file taxes online, and grow your business. 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.

Plans begin at $149 per month and can easily be tailored to fit your business’ financial needs. Sign up now at www.joinheard.com.

In This Podcast

  • Branding is more than a logo
  • Do not try to please everyone
  • Set up a referral program
  • Don’t try to be somebody else
  • Use social media to build connections
  • Wait!
  • Show behind-the-scenes struggles and triumphs
  • Involve the professionals
  • Stick to what you know best
  • Connect with your competitors
  • Don’t be afraid to expand your brand along the way
  • Get blogging!
  • Create your company style guide
  • Take care of your clients
  • Know exactly what the goal of your brand is
  • Speak to your audience as if they are individuals
  • Communicate the emotions behind your brand
  • Use illustrations to emphasize your brand
  • Use video
  • Think about how your brand will look on mobile
  • Create memorable brand experiences
  • Be authentic at every brand touchpoint
  • Build and follow a brand strategy
  • Don’t let inspiration turn into imitation

Branding is more than a logo

Branding is not just about the visual representation of your business; it encapsulates much more.

[Branding] is essentially providing your business with a strong identity, personality, and a point of difference, all of which are essential to making you stand out. (Sam Carvalho)

86% of consumers prefer to purchase from and support brands and companies that are authentic. Therefore, your branding is about your reputation and the impression that you make on clients.

Do not try to please everyone

Define your brand and stick to it.

Do what you do best, and you will find your brand ambassadors out there.

Set up a referral program

This does not have to be complicated. If someone likes your product or service, give them something for telling their friends. (Sam Carvalho)

This could be in the form of:

  • A discount
  • A free gift
  • A cash-back bonus

The natural positive offset of this is if people enjoy your brand, then they will naturally speak about it to their friends. Why not reward them for doing so? Then they might do it even more!

Don’t try to be somebody else

If you are creating something fresh, then be fresh.

Do not try to imitate the big names that everyone knows. Be who you are.

Use social media to build connections

Don’t think of social media as a way to blast your brand out there. Rather make connections, entertain people, have a laugh, and build relationships. (Sam Carvalho)

Social media is a great tool to use.

Instead of inundating your audience with marketing, use it to create a sincere connection between your brand and your clients.

Wait!

You can implement all of the branding strategies you like but sometimes it just takes time for a company or brand to take hold.

Get out there and put yourself out there while learning to be patient.

Show behind-the-scenes struggles and triumphs

It’s [tempting] to hide away your company until it’s larger than life, but that’s not how life works. (Sam Carvalho)

Don’t be afraid to document and share the parts of your company that are still a work in progress.

Your ideal clients may further identify with you, the message behind your brand, and support you.

Involve the professionals

Take care of your company, and if you don’t know how to do that, then hire a professional.

Hire a pro that can do it better because you want to build the best brand right from the start.

Stick to what you know best

Stick to a few things that you know and do them the best.

Be aligned with content and messaging around what you do and stick to those topics.

Do not water your brand down with too many services and promises because the brands that build authentic loyalty over time do so by focusing on one or two things, but they do them better than anybody else.

Connect with your competitors

Don’t be afraid to share the market because there is enough room for everybody.

Why not connect with some other local businesses for an event? Think meet, mingle, and work together. (Sam Carvalho)

Don’t be afraid to expand your brand along the way

Just like people, companies change, expand, and grow over time.

Keep an eye out on the areas in which you would like to grow and find ways to expand your brand within them.

Get blogging!

Getting some of your company ideas out there can help you to define and refine your brand.

Include your brand qualities in your blogging style.

Create your company style guide

If you really want to clarify your tone, style, and branding strategy then create a company style guide so that everybody is on the same page.

Now, you can make sure your brand has consistency throughout all of your communications.

Take care of your clients

If you want to build a brand that people are loyal to, then take care of your clients.

Think of ways to give them little extras that make them feel special.

Know exactly what the goal of your brand is

Knowing what your goal is will help give you direction. (Sam Carvalho)

Are you a new brand looking to get noticed?

Or are you rebranding to attract a new audience?

Your goal will drive your branding efforts.

Speak to your audience as if they are individuals

A brand needs to communicate to every individual buyer, not a massive group.

Consider each buyer as an individual whom you would sit down to chat with.

You are marketing and speaking to them through your company.

Communicate the emotions behind your brand

People decide with their hearts, not always with their brains.

You need to sell the emotional motivation behind the product as well as its rational benefits to connect with more potential buyers.

Use illustrations to emphasize your brand

Illustrations are unique and eye-catching. They add nuances to your brand and draw in people’s curiosity.

Use video

Use video to showcase your brand personality. You need to invest in some kind of video marketing.

People watch more videos than they read text nowadays. Make your brand accessible and interesting by creating great videos.

Think about how your brand will look on mobile

[Creating] a logo that will work on all sorts of devices is a must. (Sam Carvalho)

Consider the look of your brand on a much smaller screen. Are all the important elements still visible?

Create memorable brand experiences

Whether it is the extras you give in customer service or the ease at which someone can navigate your website, the experiences that customers have with your brand matter.

Be authentic at every brand touchpoint

Without authenticity, you won’t be able to build a brand that lasts.

Do what you do best and your followers will be there.

Build and follow a brand strategy

Your brand strategy is a plan with a specific long-term goal that can be achieved as your brand evolves.

These goals typically revolve around your brand:

  • Purpose
  • Emotion
  • Flexibility
  • Competitive awareness
  • Employee involvement

Don’t let inspiration turn into imitation

As we mentioned before, stay true and stick to what you do best.

Competitor analysis is important because it can educate you on where your competition stands, but it can also give you ideas on how you can further set yourself apart from the crowd.

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 www.practiceofthepractice.com/branding.

Thanks For Listening!

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