The Ultimate Branding Guide (Part 2) | MP 102

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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!

Feel free to leave a comment below or share this podcast on social media by clicking on one of the social media links below! Alternatively, leave a review on iTunes and subscribe!

Podcast Transcription

[SAM CARVALHO] Welcome to the Marketing a Practice podcast with me, Sam Carvalho where you’ll discover everything you need to know about marketing and branding your business. To find out more about how I can help you brand new business visit www.practiceofthepractice.com/branding. If you’d like to see some examples of my design work, be sure to follow me on Instagram at Samantha Carvalho Design. Hi there. Thanks so much for joining me today. I hope you are having a beautiful day so far. Today we are jumping into part two of the Ultimate Branding Guide. If you missed last week’s episode, definitely be sure to go give it a listen. I thought that I would break it up into two episodes, as it’s a lot of information at once and I didn’t want you to be overwhelmed, but basically I’ve gone and collated a bunch of tips and advice all to do with building a strong brand. So in case you missed last week’s episode, I’ll just delve into a little bit of the introduction, basically that branding is important and it’s also a lot more than just a logo or the visual side of things. It’s essentially providing your business with a strong identity, personality and a point of difference, all of which are essential to making you stand out. 86% of consumers feel that authenticity is a major element in determining which brands they enjoy and support. Therefore, your branding is about your reputation and the impression that you make on clients. [SAM CARVALHO] Without further ado, I’m going to jump back into our list starting from number 25 of the Ultimate Branding Guide and that is to not try and please everyone define your brand and stick to it. If your brand is a small label handcrafted beer, for example, you aren’t going to please the discount beer drinkers who scoff at your high prices, and that’s okay. Do what you do best. You’ll find your brand ambassadors out there. [SAM CARVALHO] Number 26, set up a referral program. This doesn’t have to be complicated. If someone likes your product or service, give them something for telling their friends. It could be a discount, a free gift, or even a cash back bonus. The natural side of this is that if people have enjoyed their experience with your brand, they’re going to speak about it in any case to their friends and family. So why not give them a reward for doing so and they might do it even more? [SAM CARVALHO] Number 27, don’t try to be somebody else. If you’re creating something fresh, be fresh. Don’t try to imitate the big names that everybody knows. Be who you are. [SAM CARVALHO] Number 28, use social media to build connections. Don’t think of social media as a way to blast, blast, blast your brain out there. Rather make connections, entertain people, have a laugh and build relationships. [SAM CARVALHO] Number 29, wait. You can implement all of the branding strategies you like, but sometimes it just takes time for a company or brand to stake hold. Get out there but also learn to be patient. [SAM CARVALHO] Number 30, show behind the scenes struggles and triumphs. It’s a temptation to hide away your company until it’s larger than life, but that’s not how life works. Don’t be afraid to document and share the parts of your company that are still a work in progress. Social media is a great way to do that, and again, it will help you build those authentic connections with your clients or potential clients. [SAM CARVALHO] Number 32 is to involve the professionals. You want to take care of your company. If you don’t know how to do something, hire a professional. Even if you do know a bit about branding, hire a pro that can do it better. You want to build the best brand right from the start. [SAM CARVALHO] Number 33, stick to a few things you know and do the best. Stick to content and messaging around what you do and stick to only a few topics. Don’t water your brand down with too many services and promises. The brands that build authentic brand loyalty over time do so by focusing on one or two things, but they do them better than anybody. [HEARD] 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 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 pouring over spreadsheets and guessing your tax deductions or quarterly payments, focus on your clients 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. [SAM CARVALHO] Number 34, connect with your competitors. Don’t be afraid to share the market. There’s always enough room for everybody, so why not connect with some other local businesses for an event? Think meet, mingle and work together. [SAM CARVALHO] Number 35, Don’t be afraid to expand your brand along the way. Just like people, companies change and grow over time. Keep an eye out in the areas where you’d like to grow and find ways to expand your brand. [SAM CARVALHO] Number 36, get blogging. While blogging in and of itself isn’t a branding strategy, getting some of your company ideas out there can help you define and refine your brand. Remember to consider your brand qualities when blogging and include them in your blogging style. [SAM CARVALHO] Number 37, create your company style guide. I have many episodes on this, so be sure to check it out. If you rarely want to clarify your turn style and branding strategy, create a company style guide so that everybody is on the same page. That way you can make sure that your brand has consistency throughout all of your communications. [SAM CARVALHO] Number 38, take care of your clients. If you want to build a brand that people are loyal to take care of your clients, think of ways to give them little extras that make them feel special. [SAM CARVALHO] Number 39, know exactly what the goal of your brand is. Knowing what your goal is will help give you direction. Are you a new brand trying to get your foot in the door? Consider being a little edgy in order to get people’s attention? Or are you a company who’s rebranding to give a more affordable feel, consider a less sophisticated logo paired with a discount offer. Your goal will drive your brand. [SAM CARVALHO] Number 40, speak to your audience as if they are individuals. A brand needs to communicate to every individual buyer, not a massive group. Think of your audience, not as a large group without a face, but rather an individual you’ve sit down for a cup of tea with. [SAM CARVALHO] Number 41, communicate the emotions behind your brand, not just what makes your brand great. We don’t make decisions with our brains, but rather with our hearts. We purchase a new home because of the way it makes us feel, imagining the memories we create there, our friends and family turning on the deck outside. So if you don’t sell people that emotional motivation behind the product, the service, the brand, you won’t connect with as many potential clients. [SAM CARVALHO] Number 42, use illustrations to emphasize your brand. Again, being wary of trends, but illustrations can really add the wow factor or even dare I say, hip factor to your brand if done right. [SAM CARVALHO] Number 43, showcase your brand personality with video. If you haven’t invested in some video marketing yet, you definitely should. With our ever-growing attachment to our smartphones, we are watching more videos online than ever before. So how can brands take advantage of this? Put videos out that showcase your unique brand personality. [SAM CARVALHO] Number 44, think about how your brand will look on mobile. Think about how your logo will look when it shrinks on a smartphone screen. Creating a logo that will work on all sorts of devices is a must, and there are several things you need to consider when thinking about your digital look on a much smaller screen. One of these is your practice name. I’ve come across a lot of private practices who have really long names and it’s really difficult to fit this into a logo and more so into a logo that’s going to be visible on a mobile screen. [SAM CARVALHO] Number 45, create a memorable brand experience that people will talk about. Brand experiences or any experience people have with your brand, whether it’s the extras you give in customer service or the ease at which someone can navigate your website, experiences with your brand matter. [SAM CARVALHO] Number 46, be authentic at every brand touchpoint along the way. It doesn’t matter how large your brand is today, without authenticity, you won’t be able to build a brand that lasts. Do what you do best, just do you and your followers will be there. [SAM CARVALHO] Number 47, bold and follow a brand strategy. A brand strategy is more than your brand guidelines. It’s a plan with a specific long-term goal that can be achieved as your brand evolves. These goals typically revolve around your brand’s purpose, emotion, flexibility, competitive awareness, and employee involvement. [SAM CARVALHO] Number 48, don’t let inspiration turn into imitation. Competitive analysis is important. Not only does it educate you on where your competition stands, but it can also give you ideas on how you can improve or further set your brand apart. However, be conscious to not fall into an imitation trap. Keep your competitive research limited and focus on what your company brings to the table. [SAM CARVALHO] That’s it guys. I hope this has been helpful. I know it’s been an information overload, 48 tips over this week and last. If you’ve been on the move while listening to this, be sure to check out the show notes for a refresher and I really hope it’s been helpful in helping you build a strong brand. See you next week. Thanks again to Herd for sponsoring this episode. When you sign up with Herd, you’ll work directly with financial specials to track your income and expenses, file taxes online and grow your business plans. Begin at $149 per month and can easily be tailored to fit your business’ financial needs. Sign up now@www.joinherd.com. Thanks for listening to the Marketing a Practice podcast. If you need help with branding your business, whether it be a new logo, rebrand, or you simply want some print flyer designed head on over to www.practiceofthepractice.com/branding. If you’d like to see some examples of my design work, be sure to follow me on Instagram at Samantha Carvalho Design. Finally, please subscribe, rate, and review this podcast on iTunes if you like what you’ve heard. Talk to you soon. Marketing a Practice podcast is part of the Practice of the Practice podcast network, a network of podcasts seeking to help you market and grow your business and yourself. To hear other podcasts like Beta Male Revolution, Empowered and Unapologetic, Imperfect Thriving, or Faith in Practice, go to practiceofthepractice.com/network. This podcast is designed to provide accurate and authoritative information in regards to the subject matter covered. It is given with the understanding that neither the host, the publisher, or the guests are rendering legal, accounting, clinical, or any other professional information. If you want a professional, you should find one.