Notes

How Brand Positioning Transformed a Counselling Business right into a Market Leader
Standing Right out of the Crowd: A Case Study on TalkOnline Counselling When you?re a small business owner, one of the primary problems you?ll face is figuring out how to differentiate your organization 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 knowing of your brand could be incredibly difficult.

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

If you?re attempting to figure all this stuff out for yourself, you?ve probably got a million and something 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 proper brand positioning, you can build familiarity, gain trust, and fully differentiate yourself from your own competitors, even yet in an oversaturated industry.

So, in the event that you?re wondering how exactly to differentiate your business, and you also?d like to see a good example of how we?ve helped one of our clients to do just that, then keep reading.

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

When Josipa found us, she was coping with two very disruptive issues: 1) She had way 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 take on most 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 refers to 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 put within the brand itself.

Not sure what I mean? Let me give you a bit of background.

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

But this change actually finished up having the opposite effect, as it positioned Josipa as the best therapist TalkOnline provides. So we had to develop some other ideas 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, just like Josipa?s, that was considerably lengthier than those of her employees and positioned her as someone with much more experience.

Then we also added a note to her bio, and on her behalf booking service, making it clear she?s not available to defend myself against any new clients.

Therefore, Josipa and the counsellors on her team are now much better positioned within her brand, because the playing field between her and the other counsellors has been leveled.

So, now 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 exactly to Determine YOUR SPECIFIC Brand Positioning

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

But in the event that you?re not sure how 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 to differentiate your business, and you want to find out about how to determine your specific 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 more.

Continue reading on our website.

Logo We first examined her logo. Not merely did the name must 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 didn't accurately depict the professional brand image Josipa was after, and 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 experienced a brandname analysis with Jospia to gain a clear understanding of how her brand positioning should be so that it not only resonated with her target audience but additionally garnered the valuable trust needed 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 are the irrelevant colours from Josipa?s old website, now swapped for beige, teal, green, and dark blue, which produce more of a safe, peaceful, welcoming vibe.

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

As well, they?lso are 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 need.

Website Aside from company logo, one of the critical considerations for any counsellor is steps to make their website stand out from the crowd in what is, generally, an oversaturated industry.

So, as we designed and developed her site, we made sure to do as much as we could to position Josipa?s brand as 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 overall vibe of the website didn?t feel just like a thing that exemplified TalkOnline?s brand values. There is nothing telling the first-time visitor why they ought to hire this company to greatly help solve their problems.

We visited work and designed a distinctive website layout that better reflects her brand values, and works to create trust with potential clients. We did this with the addition of, among other activities, unique, flowing design elements, inviting copy, relevant imagery, and an entirely 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 in 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 website in an effort to differentiate TalkOnline even further, with our main goal being to create trust with potential clients.

For example, as a way to 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 any of the copy, that the primary focus of this website is online counselling.

Aside from the imagery, all 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 clients know that this company understands them by focusing on the struggles they?re coping with, and the huge benefits they?re going to receive from the services it offers.

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

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

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

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

Her first article does an excellent job of differentiating her brand from the competition by detailing what?s different about TalkOnline?s approach to anxiety and depression and confidently claiming that ?Our Approach Is Better?.

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

For instance, the image we used for the 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 through the use of search engine marketing 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 %, meaning 13 of 19 subscribers actually opened the email.

Moreover, the newsletter also had a click rate of 68 per cent, which means that every single person who opened the e-mail ended up simply clicking 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 more than doubled, from 18 to 40 subscribers.

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

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

In addition, we also create and publish social media posts for Josipa many times weekly, 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 do a congrats of working toward these goals, because they highlight TalkOnline?s specialties, show that they understand the needs, desires, and problems of these searching for counselling services, and offer poignant advice to potential clients.

It?s too soon to talk statistics at this time, as these accounts are barely 8 weeks old, however they?re slowly gaining traction, and it?ll be exciting to see how Josipa?s social media marketing presence grows as time goes on.

Are you still racking your brains on how to differentiate your organization? Contact us today for more information about what we can do for you.

To your organization success, Susan Friesen
Read More: https://www.thedailyengage.com/signature-homes-reviews-what-other-people-have-to-say-about-this-large-home-builder/