Who Are You and Why Should I Care? – Building a Brand Strategy
When marketing your services, it’s important to understand most consumers will be asking themselves: Who are you and why should I care that you want my business?
This is why having a strong brand is a key element in many marketing plans. It is also one that many mental health professionals overlook, which seems ironic since many simply think that they ARE their brand.
It’s not true.
Developing a well-rounded brand with layers that go wider and deeper than merely your photo, specialty, and education credentials, will allow you to showcase what makes your practice unique. So, strive for a thoughtful brand, one that will also speak to its niche market with ease.
I’ve detailed four steps that will take you from a generic “ME” brand to an US brand (YOU + ME) with depth. Let’s have a look.
#1: Establish a UVP
The first step to a strong brand is to create a unique value proposition (UVP). A UVP is essentially one or two sentences that explain what makes your business or practice unique. You must understand your competitors and market to create a UVP. Start with identifying what trends are catching fire in your marketplace. From there, you must look at your competitors.
A helpful exercise is to create a list of everything you offer and everything your competitors offer. You should be able to find your UVP within the items that you offer and your competitors don’t. For example, your UVP could be anything from “we staff the only bi-lingual therapists in the city” to “we are the only practice who specializes in eating disorders.”
#2 Create a Tagline
Every brand needs a strong tagline. Your tagline should be even shorter than your UVP. We recommend that you take your UVP and put it into a few words. It should be worded in a way that catches your target market’s eye. Look no further than your favorite brand’s taglines for inspiration. Your tagline should be prominent on all your marketing materials.
#3 Provide Supporting Points, References and Testimonials
Now it’s time to build more depth to your brand. It’s important to start broad and then get more specific. Your supporting points should consist of everything about your practice outside of your UVP. Ask yourself: What makes you special? These elements can overlap with your competitor’s. You can start by going back to the list you made when creating a UVP. All the other points you didn’t use in your UVP should be turned into your supporting points. Layer in some client testimonials and you are good to go.
#4 Back Up Your Claims with Market Research
Now it’s time to add some substance to your brand. Whatever techniques or methods you claim will help with XYZ should be backed up with a study. Statistics and surveys always look good in marketing materials. There are many reputable studies published on the internet. Many businesses also hold focus groups and create their own studies. Whichever route you go, just make sure it fits your newly established brand.
We hope that these first four steps are helpful when creating your brand.
Need some help building your brand in the Behavioral Health field? Contact me at Dannyl@thewaveint.com and I’ll see what I can do to assist! We’re The Wave International…Transformation Reimagined!