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 business owner, one of the biggest problems you?ll face is determining how to differentiate your organization from the competition.
It might not sound that tough, but the truth is, 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 could feel just like an impossible task.

If you?re trying to figure all this stuff out on your own, 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 seem to go away.

But by the end of the day, there?s really no reason to worry, so long as you learn how to properly position your brand.

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

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

A Dilemma Late this past 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 came to us, she was dealing 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 focus on getting her PhD.

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

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

Not sure what I mean? Let me offer 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 arriving at her, and help persuade them to work with among her employees instead.

But this change actually ended up getting 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 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 an email to her bio, and on her behalf booking service, making it clear she?s not available to defend myself against any new clients.

As a result, Josipa and the counsellors on her team are now much better positioned within her brand, as 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 talk about how exactly we?ve positioned TalkOnline Counselling with regards to its competitors.

READ: How to Determine Your Unique Brand Positioning

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

But if you?re not sure how you want to position your brand, then you?re still likely to have to go back to the drawing board.

So, in the event that you?re wondering how exactly 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, providing you what you ought to know to accomplish 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 merely did the name should be changed, however the overall design needed a brand new, new look to better reflect her brand positioning.

https://udyamoldisgold.com/how-to-use-scratch-to-create-a-maths-quiz/ 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 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, as part of a rebranding process, we experienced a brand analysis with Jospia to get a clear knowledge of how her brand positioning should be so that it not only resonated with her market but also garnered the valuable trust had a need to appeal to them.

Once the analysis was complete, we designed a fresh visual brand and logo with an increase of appealing colours, fonts, and design elements.

Gone will be 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, 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 such as safety, support, trust, peace, nurturing, and understanding.

Concurrently, they?lso are 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 they?re better equipped to generate the life they want.

Website Aside from company logo, one of the most critical considerations for any counsellor is learning 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 ensured to do just as much as we could to position 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 overall 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 ought to hire this company to help solve their problems.

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

This sort of website redesign is crucial for differentiating any brand, as those who have 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 web site as a way to differentiate TalkOnline even more, with our main goal being to create trust with clients.

For example, to be able 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 used on the web site, so users know immediately, before they?ve even read the copy, that the principal focus of the website is online counselling.

Aside from the imagery, all the copy was changed to raised 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 with regards to the imagery and the copy, letting potential clients know that this company understands them by focusing on the struggles they?re dealing with, and the benefits they?re going to receive from the services it includes.

These changes, in conjunction 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 because the absolute best option for online counselling in British Columbia.

Content Marketing Before working with us, Josipa had never sent out 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 can be for differentiating a brandname, we convinced Josipa to utilize us to produce a monthly article and newsletter on her behalf subscribers.

Her first article does an excellent 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 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 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 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 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 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 restricted budget, with 18 people registering in the initial month. For TalkOnline?s first newsletter, the open rate was 68 %, 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 every single person who opened the email ended up clicking on among the links. These rates are unheard of, especially for a brandname that has minimal 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 something else that TalkOnline Counselling was sorely lacking, so Josipa asked us to accomplish her social media marketing.

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

Furthermore, we also create and publish social media marketing posts for Josipa several times a week, which also works to differentiate TalkOnline and build trust with clients, in and of itself, as it?s never a good look to have social media marketing 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 they understand the requirements, desires, and problems of these searching for counselling services, and provide poignant advice to clients.

It?s too early to talk statistics at this time, 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 trying to figure out how to differentiate your business? Contact us today for more information about what we can do for you.

To your organization success, Susan Friesen

Related Articles - content marketing, web page design, social media marketing,

Edit
Pub: 20 Jul 2023 18:36 UTC
Views: 76