As a therapist, you might not see yourself as a “business owner,” let alone as someone who needs a brand! Maybe you identify with being a helper or healer and feel like branding is in opposition to that identity. Put another way–branding might give you an “ick” sort of feeling.

Or maybe you’re like, “Um, what the heck is branding?” Fair question!

Today I’m here to answer that question and discuss why it matters.

What is branding?

The most simple summary I’ve heard: Your brand is how people feel about your business.

And branding is (you guessed it!) the process of creating a brand. It is a thoughtful, thorough process that takes into account you, your ideal client, your values/mission/goals/talents/strengths/experience, and the bigger picture of the market you’re in (yes, you are in a “market,” and I know that might feel squicky).

What is a brand?

Your brand is your unique identity and reputation as a business. It is communicated through visuals like color, fonts, logos, and imagery and your “verbal identity.” Verbal identity is the way your brand speaks–your brand voice, tone, messaging, and storytelling. It’s the verbal expression of your brand's personality and values.

Taken altogether, your brand is how you distinguish yourself from other businesses and establish trust and connection with potential clients.

Why do therapists need a brand?

Though most clients may hear about you via word of mouth or your profile on a therapist directory, they are going to look at your website before deciding to contact you.

And what’s the first thing people notice on your website? Your brand.

In fact, people decide within milliseconds whether they like the look of your site, and the look of your site impacts whether they a) stay on your site and b) whether they trust you or not.

What is that split decision based on? It’s not the writing on your site. People only read ~20%. It’s the feeling they get when visiting you online. And what gives them the feeling? Your brand.

When your brand is up-to-date, cohesive, and resonant with your clients, they will feel more confident in choosing your services. If it’s confusing, dated, and inconsistent, they will internalize that. And it takes only moments and happens on a subconscious level.

How can therapists build their brand?

The first place to start (and maybe you’ve heard this a million times, but it’s with good reason!) is to define your ideal client. Who are the people you want to serve? Who do you work best with? What are their needs and preferences? Once you clearly understand your target audience, you can start creating a brand that resonates with them.

Another important aspect is to define your values and mission. What do you stand for as a therapist? What is your unique approach to therapy? Your brand should reflect these core values and beliefs.

Once you have distilled these down, it’s easier to start making choices about what elements work for your brand and which do not. Whether you are DIYing your brand or communicating with a designer about your needs, you will need to do this step first.

Need help building your therapy brand?

All of our website templates come with tools to help you develop your brand and build a website that looks expertly designed (even without a designer budget).

Other questions you may have about branding for therapists, answered.

Final Thoughts

Branding is not just for product-based businesses; it's also essential to building a successful therapy practice. By creating a strong brand, you can establish yourself as an expert in your field, build trust with potential clients, and connect with the folks you serve best.