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 can feel like an impossible task.

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

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

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

A Bit of a Dilemma Late this past 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 found 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 more, 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 focus on getting her PhD.

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

I mean, typically, brand positioning identifies the method that you?re positioning your brand in relation to competitors in your industry, but I never considered that it could also involve just how each member of an organization is positioned within the brand itself.

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

Initially, Josipa attempted to fix this issue simply by raising her price, as she felt it would deter people from arriving at her, and help persuade them to utilize among 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'd 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, 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, making it clear she?s not available to take on any new clients.

Due to this fact, Josipa and the counsellors on her behalf team are now much better positioned within her brand, as 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 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 likely to have to get back to the drawing board.

So, if 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.

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

Keep reading on our website.

Logo We first examined her logo. Not merely did the name must be changed, however 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, 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 scheme that was predicated on her logo colours, saying that the white, black, peach, and dark mauve looked too ?girly and cheap?.

So, as part of a rebranding process, we went through a brand analysis with Jospia to gain 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 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 a lot more aligned with TalkOnline?s brand values, which include things such as safety, support, trust, peace, nurturing, and understanding.

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

Website Aside from logo design, just about the most critical considerations for just about any counsellor is how you can make their website stick out from the crowd in what's, for the most part, an oversaturated industry.

So, as we designed and developed her site, we ensured 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 like a thing 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 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 things, unique, flowing design elements, inviting copy, relevant imagery, and an entirely new colour palette.

This kind of website redesign is crucial for differentiating any brand, as anyone who has professionally designed websites have a tendency 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 web site as a way to differentiate TalkOnline even more, with our definitive goal being to build trust with clients.

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

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

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

These changes, in conjunction with the fact that the web site no longer has the amateurish look it once had, let users understand that they?re in the proper place, and position TalkOnline Counselling as 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 blog, and many of these 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 produce a monthly article and newsletter for her subscribers.

Her first article does an excellent 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? check here 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 instance, the image we useful for the blog above exemplifies Josipa?s brand beautifully, from the caring expression on the woman?s face, to the plants in the background, and even the color palette.

We also created branded imagery for her 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 even 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 from scratch, gradually building up subscribers by using search engine marketing techniques tactics like running ads on Google.

Gradually, we started to build 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 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 clicking on one of many links. These rates are unusual, especially for a brandname that has almost no 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 something else that TalkOnline Counselling was sorely lacking, so Josipa asked us to do her social media marketing.

This involved several steps, including adding social media marketing 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 posts for Josipa several times weekly, which also works to differentiate TalkOnline and build trust with 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 execute a great job of working toward these goals, because they highlight TalkOnline?s specialties, show they understand the requirements, desires, and problems of these searching for counselling services, and provide 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 see how Josipa?s social media marketing presence grows in the future.

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

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