Take a moment and think about your favorite beauty product— hairspray, facial toner, foundation, etc. If you can recall, think about the first time you purchased that product. What enticed you to buy it? Was it the crisp and colorful packaging? Was it the way their marketing catchphrase jumped out at you from the latest issue of Women’s Health and convinced you that you simply must give it a try? Or was it a ringing endorsement from a friend, further cemented by one cursory glance at their Instagram?
No matter what it was that snagged your attention and made you pull out your credit card, it was quality branding that sealed the deal.
Now think about your practice: What is your “crisp and colorful packaging”? What kind of marketing catchphrase have you crafted to jump off the screen at a potential client? More importantly, do you even truly understand the value of having all of these things?
The Value of a Quality Brand
01. The No Brainer: It goes without saying that a quality brand gets people to try your services in the first place. As we discussed at length in our guide to crafting a transformational marketing message, this can be the difference between a potential client reaching out for help and remaining stuck in their ways. The hunt for the right therapist can be exhausting, and this search alone can be a deterrent for getting help. But with a quality brand that captivates and communicates hope, you are likely to help a lot more despairing individuals.
02: The Long Haul: In addition to getting people to call you once, quality branding ensures that your phone keeps on ringing. A strong brand will not only hook a potential client from the jump, but it will cause them to become invested in you and your journey, in turn keeping them coming back for more. Remember: A waiting list full of individuals that won’t follow through in building a relationship with you isn’t near as valuable as a “quieter” caseload of individuals that believe in you and your services.
03: The Payoff: Sure, a quality brand gets clients to try your services, and of course, that results in a literal payoff— dollar bills. But we’re talking about the payoff for you and your state of mind. When you put 100% into crafting (and continuing) your brand, you can sleep better at night knowing you are doing all you can to help your practice thrive.
Above all, remember to build a brand that is true to you and your practice. Authenticity sells more than any visual branding ever will.