I was pleasantly surprised last year when I was approached by a new client looking to introduce herself to the psychotherapy industry through branding. She was starting her own practice and wanted to make sure clients searching in the area would be drawn to her practice through the proper introduction of herself online and with her business cards. I thought how rare it is in a social service industry like psychotherapy to understand the important role that personal branding plays in the general’s perception of your services.
Today I came across a Forbes article tackling this very topic: “What Brand Is Your Therapist”. I agree to an extent with Lori Gottlieb when she said “I couldn’t imagine hiring a branding consultant to lure people to the couch. Psychotherapy is perhaps one of the few commercial businesses that doesn’t see itself as one, that views financial gain as unseemly when connected to the delicate work of emotional insight. Moreover, the field is predicated on strict concepts of authenticity, privacy and therapist-patient boundaries. Branding was the antithesis of what we did.” But I have to retort by saying that a therapist or lawyer or realtor who can communicate trust and competence through their personal brand will win my business time and again.