By Julia W.
File Under Uncategorized
Your therapy brand voice is how your practice communicates its personality, tone, and values to clients. A clear and consistent voice builds trust, attracts the right clients, and sets you apart in a competitive field. Here’s how to define it in five steps:
- Identify Core Values and Mission
- Define what your practice stands for and write a mission statement that reflects your values and purpose.
- Understand Your Target Audience
- Research your ideal clients’ demographics, communication preferences, and needs to tailor your messaging.
- Review Current Messaging
- Audit your content for tone, clarity, and consistency to identify misalignments with your values and audience.
- Create a Brand Voice Guide
- Document your tone, characteristics, and ethical guidelines to ensure consistent communication across all platforms.
- Apply Your Voice Everywhere
- Align your physical space, digital presence, and interactions to create a seamless and trustworthy experience.
How to Create a Brand Voice & Messaging Guide (+ Examples!)
Step 1: Identify Your Core Values and Mission
Creating a strong brand voice begins with understanding what your practice genuinely represents. Without clear core values and a mission, your messaging can come across as scattered or disconnected.
Define What Your Practice Stands For
Core values aren’t just buzzwords to display on your website – they’re the guiding principles that shape your decisions and actions. For therapy practices, these values influence how you connect with clients and deliver care.
To pinpoint what truly matters in your practice, try the Clarify Core Values Exercise. This involves rating key life areas like intimate relationships, family, physical and mental health, spirituality, community involvement, education, and professional growth. For each area, complete this sentence: "My practice is committed to…"
For example, if your top priorities are mental health and intimate relationships, your core value might be: "My practice is committed to fostering stronger emotional connections between individuals and their loved ones."
To dig deeper, ask yourself these questions:
- What matters most to me as a therapist?
- How do I want my clients to remember me?
- When do I feel most fulfilled in my work?
- How have I approached tough decisions about client care in the past?
Keep in mind that values can shift over time as your practice evolves. Using the seven-step values clarification process, you can distance yourself from external pressures, define what your values mean to you, rank their importance, assess how well they align with your current practice, and set goals that reflect these priorities.
Once you’ve established your core values, use them as the foundation for crafting a purpose-driven mission statement.
Write a Clear Mission Statement
A mission statement takes your values and distills them into a simple, powerful declaration of purpose. As Sam Mulhern, Director of Content at Orchid, puts it:
"Your therapy mission statement is more than just words on a page. It’s the statement that should set the tone for how you practice mental health care".
An effective mission statement should be brief – ideally one or two sentences. It should clearly communicate what you do, what you believe, and the impact you aim to have, while steering clear of complex therapy jargon that might confuse potential clients.
Here’s how to create yours:
- Reflect on this question: "How do I want people to feel when they interact with my private practice?". This will help you uncover the emotional core of your mission.
- Think about your clients and how their values align with your own.
- Highlight what sets your approach apart, whether it’s your training, philosophy, or methods (e.g., mindfulness practices or collaborative treatment plans).
- Consider both your immediate goals (like providing relief or care) and the deeper values that guide your work, such as compassion, respect, or dedication.
Draft your mission statement and seek feedback to refine it. Remember, this statement should grow and adapt alongside your practice. A clear mission not only guides your work but also ensures consistent messaging across every interaction with your clients.
Step 2: Understand Your Target Audience
Once you’ve defined your mission, it’s time to zero in on your ideal client. Your brand voice isn’t meant to resonate with everyone – it should connect deeply with a specific group of clients. To do this, you need to understand their communication habits, needs, and the traits that define the kind of therapeutic relationships you aim to build.
Research Client Demographics and Communication Styles
Start by gathering demographic details about your clients, such as their age, gender, location, occupation, and income. Then, dive deeper into psychographics – these can help you uncover the motivations and behaviors behind your clients’ decisions. Use surveys or interviews to learn about their challenges and preferences. For example, do they respond better to a warm, conversational tone, or do they prefer a concise, professional approach? Creating 2–3 client profiles can help you visualize their common struggles, like anxiety or relationship concerns, and their therapy goals.
Interestingly, research highlights how language impacts communication. About 75% of consumers prefer to engage with products or services in their native language, and 56% prioritize receiving information in their language over pricing considerations. While these stats may not be therapy-specific, they emphasize the importance of speaking to your audience in a way that feels natural and approachable.
Adapt to Local and Regional Preferences
Next, refine your approach to align with the cultural context of your community. Every community has its own norms and communication styles, and tailoring your brand voice to these can significantly boost engagement. In fact, studies show that culturally adapted marketing can increase engagement rates by up to 80%. Take the time to research local customs, values, and consumer behaviors. For instance, a direct and efficient tone might resonate in a fast-paced urban setting, while a warmer, more relationship-focused voice may be better suited for smaller, close-knit communities.
Reflecting the cultural norms of your audience helps build trust. Collaborate with local experts to ensure your messaging feels genuine and aligns with the community’s needs. You can further refine your approach by testing content through focus groups, surveys, or A/B testing. Developing a guide for cultural adaptation – covering tone, style, language preferences, and regional sensitivities – can also be a valuable tool.
Step 3: Review Your Current Brand Voice
Now that you’ve got a handle on your audience, it’s time to take a closer look at what you’re already putting out there. Many therapists overlook how their messaging varies across different platforms, which can lead to inconsistencies. This step helps you pinpoint those gaps and figure out where your communication might not be hitting the mark.
Review Existing Content
Start by gathering all your content – everything from your website copy and social media posts to email newsletters, intake forms, and even your voicemail greeting. Then, take a step back and review it as if you’re encountering your practice for the very first time. Is the tone consistent across platforms? A cohesive social media presence, for example, creates a smoother, more unified experience for clients.
Pay close attention to how your tone shifts between platforms. Does your Instagram feel warm and inviting while your website reads as overly formal or distant? Are you using different terms to describe the same services? These inconsistencies can confuse potential clients and weaken the trust you’re trying to build.
Create a checklist to evaluate your content for tone, clarity, and consistent messaging. Research shows that brands with a uniform presentation are 3.5 times more likely to achieve strong visibility than those with inconsistent messaging.
Consider scheduling regular content audits – quarterly or twice a year. These audits can boost brand consistency by as much as 30%, which makes them a valuable investment in growing your practice. By reviewing your content, you’ll start to see where it diverges from the values and goals you’ve outlined.
Identify Misalignments
Next, compare your current content to the core values and mission you defined in Step 1. This comparison can uncover gaps you might not have noticed. For instance, if you emphasize efficiency in your messaging but one of your core values is fostering deep, meaningful connections, there’s a disconnect.
Look for moments where your actual content doesn’t match your intended message. For example, if authenticity is one of your values, but your content feels overly polished or corporate, that’s a sign of misalignment. Similarly, if you want to attract clients seeking trauma therapy but your messaging focuses on general wellness, you’ve identified another gap.
"Brand alignment is the process of ensuring that a company’s internal values, behaviors, and goals are consistently reflected in its external messaging and customer interactions".
This alignment is especially crucial in therapy, where trust is the foundation of the client-therapist relationship.
You might also want to gather feedback directly from your current clients. Brief surveys or casual conversations can provide valuable insights. Ask them how they perceive your communication style and what initially drew them to your practice. Sometimes, the way you think you sound and the way others hear you can be worlds apart.
Additionally, take a look at how people engage with your social media or website. Low engagement, a lack of inquiries, or clients who seem surprised by your approach during sessions could all indicate that your brand voice isn’t resonating as you intended. In fact, 32% of consumers say they need to trust a brand before they’ll make a commitment.
Document these misalignments by noting specific examples where your messaging doesn’t align with your values or fails to connect with your target audience. This record will serve as a guide for refining your brand voice in the next step.
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Step 4: Create a Brand Voice Guide
Once you’ve identified areas where your messaging needs improvement, the next step is to create a reference document to ensure consistency. A brand voice guide serves as your compass, keeping your communications aligned – whether you’re updating your website, replying to emails, or posting on social media. This guide ensures your voice remains cohesive and professional across all platforms.
Think of the guide as a practical tool. It helps maintain a unified identity and prevents mixed messaging, which is especially important in therapy. In this field, trust is built through consistent, genuine interactions that clients can rely on.
Define Voice Characteristics
Start by translating your content review into a clear, actionable guide for your tone and messaging.
Identify three key words that define your brand voice. These words should tie directly to the values and mission you’ve already outlined. For instance, your brand voice might be "warm, direct, empowering." These words will act as the foundation for all your communication efforts.
For each of these three core characteristics, expand on them with 3-4 supporting traits to add more nuance. If "warm" is one of your core descriptors, related traits could include "welcoming", "non-judgmental", "encouraging", and "genuine." This approach provides depth while keeping your voice focused and consistent.
"The brand voice is the personality that carries through every touchpoint with the customer – from the website to emails to posts on social media." – Michael Fulwiler, Therapy Marketer
To make this process easier, create a brand voice chart with four columns: Characteristic, Description, Do, and Don’t. For example, if "direct" is a characteristic, the "Do" column might include instructions like "Use clear, straightforward language", while the "Don’t" column might advise against "Using overly complex therapeutic jargon."
Also, think about the emotions you want your audience to feel when they interact with your content. Should they feel understood and hopeful? Safe and supported? Motivated to take action? These emotional goals should guide your word choices and tone.
Your brand voice should balance expertise with accessibility. A trauma specialist, for example, might use gentler, more reassuring language, while a business coach could adopt an energizing, action-focused tone.
Include Professional and Ethical Guidelines
A strong brand voice guide goes beyond tone – it also ensures compliance with professional and ethical standards.
HIPAA compliance is a must. Include clear rules about what can and cannot be shared in your communications. For example, client stories must be fully de-identified or use composite scenarios. Even when anonymized, sharing too many details about a client’s condition could still be a HIPAA violation if it allows others to identify the individual.
"A covered entity must obtain the individual’s written authorization for any use or disclosure of protected health information for marketing".
Your guide should also incorporate trauma-informed communication practices. This involves using person-first language (e.g., "person with depression" instead of "depressed person") and avoiding content that could re-traumatize, such as graphic descriptions or triggering details without appropriate warnings.
Don’t forget state licensing requirements. Your guide should remind you to market therapy services only in states where you’re licensed. While this might seem obvious, it’s an easy detail to overlook during content creation.
For digital communication, include a checklist of HIPAA-compliant platforms. Specify which email services, social media practices, and tools require Business Associate Agreements (BAAs) and advanced encryption. This step ensures your digital presence aligns with both your voice and legal requirements.
Your guide should also address emergency protocols. Include standard language for crisis resources and emergency contact information to be used consistently across all communications. This reassures clients that help is always available while maintaining a professional tone.
Lastly, clarify ethical boundaries around client testimonials and endorsements. Organizations like the NASW prohibit soliciting endorsements from current or vulnerable clients. Your guide should outline how to handle client feedback and success stories ethically while staying true to your voice.
This guide should evolve as regulations change and your practice grows. By standardizing your messaging, you not only stay compliant but also reinforce your commitment to clear, client-centered communication. Over time, this document will become an essential resource for maintaining consistency and professionalism in your practice.
Step 5: Apply Your Brand Voice Across All Touchpoints
Now that you’ve completed your brand voice guide, it’s time to bring it to life in every interaction – whether face-to-face or online. By using your guide as a foundation, you can create a unified experience that ensures clients recognize and trust your professional identity, no matter where they encounter it.
Studies show that 90% of consumers expect their interactions with a brand to feel consistent across all platforms. For therapy practices, this consistency is even more crucial, as trust is the cornerstone of the therapeutic relationship. When your communication style, physical environment, and online presence align, you provide clients with a seamless and reassuring experience.
Align Your Physical Space with Your Brand Voice
Your office is a reflection of your practice – it communicates your values and personality before you even say a word. Every detail, from the lighting to the furniture, should match the traits you’ve outlined in your brand voice guide. If your voice is “warm, direct, and empowering,” your space should evoke those qualities through thoughtful design.
- Lighting sets the mood. Warm, adjustable lighting creates an inviting atmosphere, while natural sunlight can enhance feelings of openness and calm.
- Colors should complement your brand’s personality. Soothing tones paired with natural elements, like plants or serene artwork, can promote a sense of calm. If your focus is on energy and motivation, subtle pops of brighter colors can add vibrancy without overwhelming the space.
- Furniture layout should encourage connection. For example, round tables can foster a more supportive and collaborative dynamic.
"Ideally your office should have a clean, living, generative sense – one that fosters a renewed sense of physical vitality, alertness and creativity for your clients and yourself." – Thomas Joseph Doherty, PsyD
Adding personal touches can make your office feel more approachable. Display your credentials to establish expertise – research suggests clients respond positively when therapists showcase four to nine credentials. Small mementos or decor items can add warmth, but avoid clutter to keep the focus on your clients’ needs.
For practitioners using shared or flexible spaces, such as those offered by Humanly, portable elements like a signature lamp or artwork can help maintain your brand’s identity across locations. These small details ensure your voice remains consistent, even in temporary setups.
Bring Your Brand Voice to Digital Communications
Just as your office reflects your brand, your digital presence should also embody your defined voice. Whether it’s through your website, emails, or social media, consistency is key – and it pays off. Consistent branding can boost revenue by up to 33%.
- Your website is the cornerstone of your online presence. Every page, from your About section to service descriptions, should reflect your brand’s tone. For example, if your voice is “compassionate and straightforward,” avoid overly clinical jargon that might feel cold or distant.
- Emails are frequent touchpoints with clients, so they should mirror the tone you use in person. Create templates that are both professional and personable. For instance, a “warm and encouraging” voice might say, “I’m looking forward to our session tomorrow,” instead of the more formal “Your appointment is confirmed.”
- Social media platforms have their own unique styles, but your core voice should remain steady across all channels. A trauma-informed practice might share gentle, uplifting posts on Instagram while maintaining the same compassionate tone in LinkedIn updates.
Even your telehealth setup should align with your brand. Virtual backgrounds, lighting, and even how you greet clients online should reflect the same atmosphere as your physical office. If your in-person space feels “calm and grounded,” your virtual environment should evoke the same sense of stability.
When it comes to crisis communications, it’s especially important to maintain your brand tone while prioritizing client safety. For example, a practice focused on empowerment might phrase resources as “tools for your support,” avoiding overly clinical or impersonal language.
Authenticity matters – 86% of consumers say it influences their purchasing decisions. Clients can sense when communication feels forced or scripted, which can erode trust. Regularly reviewing your digital presence can help you stay aligned. Conduct quarterly audits of your website, emails, and social media to ensure they still reflect your brand voice. While your voice may adapt slightly over time, keeping its core personality consistent is essential for building recognition and trust.
Conclusion: Building a Consistent Therapy Brand Voice
Now that we’ve broken down the steps to define your therapy brand voice, it’s clear how these elements come together to shape a strong and effective identity. By working through the process – from identifying your core values to consistently applying your voice across all touchpoints – you establish a practice identity that feels genuine and draws in your ideal clients.
"A strong personal brand helps therapists establish trust, credibility, and recognition with their target audience, ultimately leading to increased visibility, opportunities, and success."
A well-defined brand voice doesn’t just set your practice apart; it also allows you to communicate your expertise in a way that naturally appeals to the right clients. When potential clients clearly understand what makes you unique, they’re more likely to choose you over competitors who haven’t taken the time to craft a distinct voice. As Jonathan Forrester, Former Forbes Councils Member, puts it:
"By having an unchanging voice, users are able to perceive the brand as being reliable and understandable".
Keeping your brand voice consistent makes it easier to attract clients who align with your approach, saving time and effort by minimizing mismatched connections. This ensures your practice is filled with clients who truly value what you bring to the table.
That said, your brand voice shouldn’t remain static. As your practice grows and evolves, so should your messaging. Pay attention to how clients respond to your communication, gather feedback during sessions, and stay tuned to developments in your field. If your tone starts to feel overly clinical or drifts away from the voice you’ve defined, it’s time for an update.
"A successful brand is one that evolves with its audience and the times. Regular evaluation and adjustment are crucial components of effective branding, ensuring your practice continues to resonate with your clients and succeed in an ever-changing landscape."
FAQs
How can I keep my therapy brand voice consistent across online and in-person interactions?
To keep your therapy practice’s brand voice consistent, start by identifying your core values, defining your target audience, and deciding on the emotional tone you want to reflect. Compile these elements into a brand voice guide to ensure everyone involved understands and communicates your message clearly.
This guide should serve as the foundation for all your messaging – whether it’s on social media, in emails, on your website, or even during in-person interactions like client sessions or through office materials. Make it a habit to review your communication style regularly and provide training for your team so they can represent your brand’s personality in every interaction. Consistency is key to building trust and solidifying your professional identity, both online and offline.
What are common mistakes therapists make when creating their brand voice, and how can they avoid them?
Therapists often face challenges when it comes to defining their brand voice, often because they overlook crucial aspects like their target audience and maintaining a consistent tone. Without a clear picture of who they’re trying to reach, their messaging can come across as scattered, making it harder to truly connect with potential clients. On top of that, a lack of a well-defined brand personality can result in mixed signals, which can erode trust.
To tackle this, start by pinpointing your ideal client and the specific needs you’re looking to address. Create a straightforward brand voice guide that highlights your tone, core messaging, and personality traits. Use this guide as a reference to keep your communication consistent across all platforms. Make it a habit to revisit and tweak your brand voice based on client feedback – this ensures you stay relevant and engaging over time.
How can I create an authentic brand voice for my therapy practice while staying professional and ethical?
Building a Genuine Brand Voice in Mental Health
Creating a brand voice that feels genuine while staying professional is all about finding the right balance between being relatable and maintaining integrity. Start by identifying your core values, and let them shape every piece of communication you put out there. In the mental health field, qualities like honesty, empathy, and trust should always shine through in your messaging.
Professionalism is key, so be upfront about the services you offer and steer clear of any exaggerated promises. Stay consistent in sharing your mission and values across all platforms – this consistency helps build a strong connection with your audience. When people see your brand as trustworthy and approachable, it becomes easier to create a meaningful and lasting relationship with them.