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 business owner, one of the primary problems you?ll face is determining how to differentiate your business from the competition.
It could not sound that tough, but the truth is, no matter what level of competition you?re coping with, making a name for your business and building awareness of your brand can be incredibly difficult.

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

If you?re trying to figure all of this stuff out on your own, you?ve probably got a million and one questions beating on the back of one's skull, a shortage of answers, and a boatload of worries that just won?t seem to go away.

But at the end of your day, there?s really no reason to worry, if you learn how to properly position your brand.

Because if you?ve got the right brand positioning, you can build familiarity, gain trust, and fully differentiate yourself from your competitors, even yet 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 among our clients to do just that, then keep reading.

A Bit of a Dilemma Late this past year, registered clinical counsellor, Josipa Katinic, asked us to do 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 way too many clients on her behalf 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 all of TalkOnline Counselling?s clients, so she can concentrate on getting her PhD.

This made me think about brand positioning in a significant unique way.

I mean, 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 attemptedto fix this issue by simply raising her price, as she felt it would deter people from coming to her, and help persuade them to utilize among her employees instead.

But this change actually ended up having the opposite effect, since it positioned Josipa because the best therapist TalkOnline has to offer. So we'd 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 almost all their specialties, modalities, and certifications, exactly like Josipa?s, that was considerably lengthier than those of her employees and positioned her as someone with a lot more experience.

Then we also added a note to her bio, and on her booking service, rendering it clear she?s unavailable to take on any new clients.

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

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

READ: How to Determine Your Unique Brand Positioning

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

But if you?re not sure the method that you want to position your brand, then you?re still going to have to get back to the drawing board.

So, in the event that you?re wondering how exactly to differentiate your business, and you also want to learn more about how to determine your unique brand positioning, then this video is for you personally.

It dives deep into brand positioning, giving you what you need to know to do brand and competitor analyses, identify why is your brand unique, and more.

Continue reading on our website.

Logo We first examined her logo. Not merely did the name ought to be changed, however the overall design needed a fresh, new look to better reflect her brand positioning.

The old logo was comprised 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 just a fan of her old website?s colour pallette that was based on her logo colours, saying that the white, black, peach, and dark mauve looked too ?girly and cheap?.

So, within a rebranding process, we went through a brandname analysis with Jospia to get a clear understanding of how her brand positioning ought to be so that it not merely resonated with her target audience but additionally 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 an increase of appealing colours, fonts, and design elements.

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

This colour palette, along with the addition of the leaves in the logo and design elements, is much more aligned with TalkOnline?s brand values, which include things like safety, support, trust, peace, nurturing, and understanding.

Concurrently, they?re also more representative of Josipa?s mission, which is to help clients become self-led by embracing their experiences and making peace using them, so they?re better equipped to create the life they want.

Website Aside from logo design, just about the most critical considerations for any counsellor is learning to make their website stand out from the crowd in what is, for the most part, an oversaturated industry.

So, as we designed and developed her site, we ensured to do as much as 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. This is a snapshot of her previous website

The look was very dated, and the entire vibe of the web site didn?t feel like something that exemplified TalkOnline?s brand values. There is nothing telling the first-time visitor why they should hire this company to greatly 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 potential clients. We did this by adding, among other things, unique, flowing design elements, inviting copy, relevant imagery, and a completely new colour palette.

This kind of website redesign is vital for differentiating any brand, as anyone who has professionally designed websites tend to look more trustworthy, and passionate about what they do, so already, Josipa is creating a better first impression on potential clients than a lot of her competitors.

We also added several elements to the website as a way to differentiate TalkOnline even more, with our definitive goal being to create trust with potential clients.

For example, so that you can position TalkOnline as B.C.?s go-to online counselling service, we made a spot of including some type of computer in practically every image we applied to the website, so users know right away, before they?ve even read the copy, that the principal focus of this website is online counselling.

Apart from the imagery, each of the copy was changed to raised reflect the benefits potential clients will get from the services Josipa and her team provides, and remind them that TalkOnline is their best option.

Similar alterations were made throughout the website, both with regards to the imagery and the copy, letting potential clients know that this company understands them by concentrating on the struggles they?re coping with, and the benefits they?re going to receive from the services it offers.

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 right place, and position TalkOnline Counselling because the very best option for online counselling in British Columbia.

Content Marketing Before dealing with us, Josipa had never sent out 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 utilize us to make a monthly article and newsletter on her behalf subscribers.

Her first article does a great job of differentiating her brand from the 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 found in her blog and newsletter, we?ve also done it by choosing imagery that? more info aligned with her brand.

For instance, the image we useful for your blog above exemplifies Josipa?s brand beautifully, from the caring expression on the girl?s face, to the plants in the backdrop, and even the colour palette.

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

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

Slowly but surely, we started to create a following on a limited budget, with 18 people signing up in the initial 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 %, which means that every single person who opened the e-mail ended up clicking on among the links. These rates are unusual, especially for a brandname that has minimal following.

And now, after 8 weeks, Josipa?s subscriber count has more than doubled, from 18 to 40 subscribers.

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

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

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

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

It?s too early to talk statistics at this time, as these accounts are barely two months old, however they?re slowly gaining traction, also it?ll be exciting to see how Josipa?s social media presence grows in the future.

Are you still trying to figure out how to differentiate your organization? Contact us today to find out more about what we can do for you.

To your organization success, Susan Friesen
My Website: https://thenewestdeal.org/what-is-the-best-free-tv-streaming-service/