Notes

How Brand Positioning Transformed a Counselling Business into a Market Leader
Standing Out from the Crowd: AN INCIDENT Study on TalkOnline Counselling When you?re a small business owner, one of the biggest problems you?ll face is determining how to differentiate your business from the competition.
It might not sound that tough, nevertheless, you, no matter what degree of competition you?re dealing with, making a name for your business and building awareness of your brand could be incredibly difficult.

And for businesses operating in oversaturated industries, it could feel just like an impossible task.

If you?re attempting to figure all of this stuff out for yourself, you?ve probably got a million and one questions beating on the trunk of your skull, a shortage of answers, and a boatload of worries that just won?t appear to go away.

But at the end of the day, t here ?s really no reason to worry, so long as you understand how to properly position your brand.

Because if you?ve got the right brand positioning, it is possible to build familiarity, gain trust, and fully differentiate yourself from your own competitors, even in an oversaturated industry.

So, if you?re wondering how to differentiate your business, and you?d like to see an example of how we?ve helped one of our clients to do just that, then keep reading.

A Bit of a Dilemma Late last year, registered clinical counsellor, Josipa Katinic, asked us to accomplish a complete rebrand of her business ? an online therapy service called TalkOnline Counselling.

When Josipa came to us, she was coping with two very disruptive issues: 1) She had too many clients on her plate and didn?t want any longer, and 2) The counsellors she?d hired weren?t getting enough clients.

The idea was for Josipa to eventually have her employees undertake most of TalkOnline Counselling?s clients, so she can concentrate on getting her PhD.

This made me consider brand positioning in a significant unique way.

After all, typically, brand positioning identifies how you?re positioning your brand in relation to competitors in your industry, but I never considered that it might also involve the way each member of a business is positioned within the brand itself.

Not sure why? Let me give you a bit of background.

Initially, Josipa attempted to fix this issue by simply raising her price, as she felt it could deter people from arriving at her, and help persuade them to work with one of her employees instead.

But this change actually finished up having the opposite effect, since it positioned Josipa as the best therapist TalkOnline has to offer. So we had to come up with some other suggestions to properly position Josipa within her brand.

We did this by first ensuring each counsellor has a highly in-depth bio listing all their specialties, modalities, and certifications, exactly like Josipa?s, which was considerably lengthier than those of her employees and positioned her as someone with much more experience.

Then we also added an email to her bio, and on her behalf booking service, rendering it clear she?s unavailable to defend myself against any new clients.

Because of this, Josipa and the counsellors on her team are now much better positioned within her brand, because the playing field between her and another counsellors has been leveled.

So, given that we?ve discussed how exactly we helped Josipa to properly position the various members of her organization, let?s talk about how exactly we?ve positioned TalkOnline Counselling in relation to its competitors.

READ: How to Determine YOUR SPECIFIC Brand Positioning

Understanding the relationship between differentiation and brand positioning is all well and good.

But in the event that you?re not sure the way you want to position your brand, you then?re still going to have to go back to the drawing board.

So, if you?re wondering how to differentiate your business, and you also want to find out about how to determine your unique brand positioning, then this video is for you personally.

It dives deep into brand positioning, providing you what you ought to know to do brand and competitor analyses, identify what makes your brand unique, and much more.

Continue reading on our website.

Logo We first examined her logo. Not only did the name need to be changed, but the overall design needed a brand new, new turn to better reflect her brand positioning.

The old logo was made up of elements that did not accurately depict the professional brand image Josipa was after, & most importantly, it did nothing to represent TalkOnline?s brand values.

Josipa was also not a fan of her old website?s colour pallette that was predicated on her logo colours, saying that the white, black, peach, and dark mauve looked too ?girly and cheap?.

So, within a rebranding process, we experienced a brand analysis with Jospia to get a clear understanding of how her brand positioning ought to be so that it not only resonated with her target audience but also garnered the valuable trust had a need to appeal to them.

After the analysis was complete, we designed a fresh visual brand and logo with more appealing colours, fonts, and design elements.

Gone will be the irrelevant colours from Josipa?s old website, now swapped out for beige, teal, green, and dark blue, which give off more of a safe, peaceful, welcoming vibe.

This colour palette, together with the addition of the leaves in the logo and design elements, is a lot more aligned with TalkOnline?s brand values, such as things such as safety, support, trust, peace, nurturing, and understanding.

At the same time, they?lso are more representative of Josipa?s mission, that is to help clients become self-led by embracing their experiences and making peace using them, so that they?re better equipped to generate the life they want.

Website Aside from company logo, probably the most critical considerations for any counsellor is how you can make their website stand out from the crowd in what's, generally, an oversaturated industry.

So, once we designed and developed her site, we made sure to do up to we could to put Josipa?s brand because the go-to online counselling service in British Columbia.

Let?s first compare Josipa?s old website to her new one. Here is a snapshot of her previous website

The look was very dated, and the entire vibe of the web site didn?t feel just like a thing that exemplified TalkOnline?s brand values. There is nothing telling the first-time visitor why they should hire this company to help solve their problems.

We went to work and designed a unique website layout that better reflects her brand values, and works to create trust with clients. We did this by adding, among other things, unique, flowing design elements, inviting copy, relevant imagery, and an entirely new colour palette.

This type of website redesign is vital for differentiating any brand, as those who have professionally designed websites have a tendency to look more trustworthy, and passionate about what they do, so already, Josipa is making a better first impression on potential clients than many of her competitors.

We also added several elements to the web site in an effort to differentiate TalkOnline even further, with our main goal being to create trust with clients.

For example, in order to position TalkOnline as B.C.?s go-to online counselling service, we made a point of including a computer in practically every image we used on the web site, so users know right away, before they?ve even read any of the copy, that the primary focus of this website is online counselling.

Apart from the imagery, all the copy was changed to better reflect the benefits clients are certain to get from the services Josipa and her team provides, and remind them that TalkOnline is their finest option.

Similar alterations were made through the entire website, both in terms of the imagery and the copy, letting potential clients know that the corporation understands them by focusing on the struggles they?re coping with, and the huge benefits they?re likely to receive from the services it includes.

These changes, coupled with the fact that the web site no longer has the amateurish look it once had, let users know that they?re in the proper place, and position TalkOnline Counselling because the very best option for online counselling in British Columbia.

Content Marketing Before working with us, Josipa had never delivered a newsletter.

She had several articles on her behalf blog, and many of them were quite good, but she wasn?t attempting to build up a contact list or gain any subscribers.

But considering how effective content marketing could be for differentiating a brandname, we convinced Josipa to work with us to produce a monthly article and newsletter for her subscribers.

Her first article does a great job of differentiating her brand from your competition by detailing what?s different about TalkOnline?s method of anxiety and depression and confidently claiming that ?Our Approach IS WAY BETTER?.

And aside from how exactly we?ve differentiated Josipa?s brand with the words we?ve used in her blog and newsletter, we?ve also done it by choosing imagery that?s fully aligned with her brand.

For example, the image we used for your blog above exemplifies Josipa?s brand beautifully, from the caring expression on the girl?s face, to the plants in the background, and even the color palette.

We also created branded imagery on her behalf newsletter, which really helps to tie everything together and is also fully aligned with her brand, from the colours to the laptop to the leaf, and also the heading from her website.

Initially, the problem we had with Josipa?s content marketing is that she didn?t have any existing newsletter subscribers. Thus, we'd to start out from scratch, gradually building up subscribers through the use of search engine marketing tactics like running ads on Google.

Gradually, we started to create a following on a restricted budget, with 18 people signing up in the first month. For TalkOnline?s first newsletter, the open rate was 68 per cent, meaning 13 of 19 subscribers actually opened the e-mail.

Moreover, the newsletter also had a click rate of 68 per cent, which means that each and every person who opened the e-mail ended up clicking on one of many links. These rates are unusual, especially for a brand that has almost no following.

And now, after two months, Josipa?s subscriber count has a lot more than doubled, from 18 to 40 subscribers.

Social Media Marketing Social media marketing was another thing that TalkOnline Counselling was sorely lacking, so Josipa asked us to accomplish her social media.

This involved several steps, including adding social media icons to her website and social media marketing sharing buttons to her blogs, along with developing a content calendar, setting up a Publer take into account scheduling, preparing monthly analyses of her social media marketing stats, and creating social media headers, with branded imagery to achieve a uniform look across all platforms.

In addition, we also create and publish social media marketing posts for Josipa many times a week, which also works to differentiate TalkOnline and build trust with potential clients, in and of itself, as it?s never an excellent look to have social media accounts that are devoid of recent posts.

The posts themselves also execute a congrats of working toward these goals, because they highlight TalkOnline?s specialties, show that they understand the requirements, desires, and problems of these searching for counselling services, and offer poignant advice to potential clients.

It?s too early to talk statistics just yet, as these accounts are barely 8 weeks old, but they?re slowly gaining traction, also it?ll be exciting to observe how Josipa?s social media presence grows in the future.

Are you still racking your brains on how to differentiate your organization? Contact us today for more info rmation about what we are able to do for you.

To your business success, Susan Friesen
Website: https://answerpail.com/index.php/user/stevens84hu