Pivot Your Practice and BulletProof Your Future - 4 Places The Look for Your Practice should be Consistent
Your look is the image your practice portrays to the world at large, and is the thing which will first attract your next clients. When people look at your online presence, they should know what you do, have a sense of you as a person and be able to see that that you bring value to your clients. Your look therefore should be appealing to your ideal client and should be consistent in every printed piece you produce and across every online platform.
Consistency is important because it brings recognition. If people see your logo and your look online, they will recognize your snail mail brochure or a local poster, or small advert when they see it and vice versa. When people recognize your identity, your name is always brought to mind, which is helpful when they find themselves in some difficulty and are thinking about getting some help.
Let’s examine the five most important places to perfect your brand identity:
1. Your Website
Very often your website is the first element a potential client will see and most people will make a 10-second decision whether or not to explore further than the home page. Needless to say, your identity should be strongly represented on that home page so your potential clients will explore further or contact you.
On your website the look and feel of your colours, fonts and any image you might have as a logo are really important and should reflect you and what you stand for, what you do and your authenticity. That is a tall order to be able to convey all of that in one quick look. So there are some obvious things to be careful about. If your message is sobering and you handle tough problems, using whimsical fonts and cutesy graphics doesn’t meld with the serious issues you handle in the practice. The opposite is also true; if your identity and mission are more about creativity or spirituality using deep, dark colours and traditional fonts might turn people away after they make a quick judgment call.
2. Your Social Media Platforms
Not everyone in your target audience will use the same social media platform and those reasons vary widely, so it behooves you to post across multiple platforms to reach more of your audience. However, if your name, colours, and look are different on all these platforms, when someone jumps from Facebook to Twitter, they may not think yours is the same company because the profiles look different. Consistency brings recognition and also helps to build trust between you and your clients.
3. All Practice Communications
Letterhead, invoices, printed marketing pieces; these should all have the same colours, fonts, and logo as your website and your social media platforms. Just one more way to show your professionalism and attention to detail and your clients will certainly notice.
4. Your Emails and Email Marketing Campaigns
Contrary to popular belief, email marketing is still one of the best ways to keep in touch with clients and to keep your name in their memory. The key is to be relevant with your messages and offer valuable and engaging content. On top of these, create a template that incorporates your brand colors, fonts, and logo. This can easily be done using one of the autoresponder templates which enable you to set up a standard look for the emails you send out. Don’t miss a chance to build that trust between you and your audience.
Other Ways to Be Consistent
Consistency, is one of the 4 topics included in my latest home study course, Beautiful + Smart Practice Branding for Coaches and Therapists. The other three modules will cover: defining what drives your core purpose; getting your client—and your message—right; and tapping into and empowering your true self, all of which will help you hone your look so everything sends the message of your authenticity and professionalism. Join me below and you'll be the first to know when the workshop is running.
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This is a series for coaches and therapists who are passionate about their work and their clients but struggling to find a way to make things work post-Covid as clients melt away and money becomes an issue for most people.
This is a time when most of us are scared. Nothing is known or predictable and many of us are dithering about what to do. In fact, this indecision is paralysing us and that is something that will derail the success of any practice. Therapists and coaches who are successful are people who have learned to do two things.
One is be flexible enough to pivot their business to what will work now - and the other is to break through enough of the fear barriers to get productive again.
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"Just imagine if the next 5 years is like the last 5 years? How are you keeping yourself financially secure, happy and living your life of purpose by helping other people succeed?"
Elizabeth specializes in helping you Get Your Coaching or Therapy Practice Back On Track. Sign up for her highly-acclaimed free challenges and webinars to find out how to Pivot that Practice to FutureProof Yourself.
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