Podcast Summary: Private Practice Startup Podcast

Episode 144: What is Branding and Why Do I Need It?
Hosts: Dr. Kate Campbell & Katie Lemieux
Guests: Justin and Kim Slagle, Founders of Practice Re
Release Date: July 13, 2019

Overview

In this episode, Kate and Katie are joined by Justin and Kim Slagle of Practice Re, a husband-and-wife team specializing in branding and graphic design for therapists. The episode dives into the true meaning of branding—how it goes far beyond a logo or color palette, shaping both perception and experience for private practice clinicians. The Slagles share their unique approach and offer actionable insights for making your practice stand out in a crowded marketplace.

Key Discussion Points & Insights

The Origins of Practice Re and the Importance of Branding

• Background:

  • Justin, with a background in psychology and org psych, moved into graphic design and collaborated with Kim, an MFT, to elevate her therapy practice’s visibility through strategic branding.
  • This led to the creation of Practice Re, a service dedicated to helping therapists improve their branding and marketing.
  • “We have these really cool skills that complement one another and...when we work together in that way, we make some really cool shit—er, I mean, stuff.” — Justin (04:22)

• Rebranding Experience:

  • Kim describes how rebranding her group practice clarified her “why,” ideal client, and niche, translating these values visually.
  • Professional design and storytelling helped her practice stand out, making it “professional but also approachable,” and led to media opportunities.
  • “Clients just feel so connected to me...they love the website. They love the vibe...it was professional but also approachable...like it’s not this thing where we have to be damaged.” — Kim (06:37)

Why Do Therapists Need a Brand?

• Branding Shapes Perception:

  • If you don’t create your own brand, “it’s going to be created for you” by clients and the community—intentionally or not.
  • “Why not have us take the reins on it so that we're telling the story that we want to tell and sending the message that we want to send.” — Kim (07:55)

• Branding Is More Than Visuals:

  • Beyond colors and logos, branding includes systems, processes, and every touchpoint that shapes client experience and reputation.
  • The brand helps you own your niche and be recognized as a go-to expert.
  • “If you don’t have a clear process and system and a clear brand, then it gets co-created with you and your client and then the message gets out on the street.” — Katie (08:46)

Evolving Your Brand & Its Challenges

• Experiencing Brand Evolution:

  • Kate and Katie discuss their own brand evolution, noting how clear branding makes decision-making easier and more authentic (“That just doesn’t feel like that's on brand anymore”).
  • “When you have a clear brand, things are way easier…does that fit? Does that not fit?” — Katie (10:37)

• Therapists’ Common Branding Pitfalls:

  • Most therapists aren’t trained as business owners or marketers and often avoid branding due to discomfort or lack of knowledge.
  • “When we go to therapy school, we're not trained to be business owners…we don't really even see ourselves as salesy.” — Kim (11:22)

Practice Re's Branding Process

• Discovery Before Design:

  • Branding starts with exploring vision, mission, goals, and values—well before ideas about visuals—using lots of deep-dive questions.
  • “All the stuff that you whittle down, boil down is informing the design process, the visual part of it...” — Justin (12:13)

• The Brand Deck Exercise:

  • They use a “brand deck” with descriptive words, helping clients intuitively pick themes that resonate and reflect their brand’s essence.
  • Themes inform color, imagery, and typography, leading to the creation of mood boards representing different “flavors” or personalities of the brand.
  • “It was a very intuitive process. Right. Does this feel good? No. What about this one? Okay, yes, we'll keep that one.” — Katie (14:46)

• Brand Personalities and Mood Boards:

  • Brands aren’t one-dimensional; visual representations are created using different “percentages” of identified traits (e.g., 50% vibrant, 30% fun).
  • “We show people how that can start to show up visually…how that really impacts the visual brand.” — Kim (16:32)

Why Visual Branding Matters So Much

• Immediate Impressions:

  • Research shows the brain processes visuals 60,000 times faster than text (17:37), and visitors form an impression of a website within three seconds.
  • “Our brains process visuals so much faster than other things...it’s really important because things like your logo, your images, your colors, your fonts, that’s the very first thing a new client is processing.” — Kim (17:37)

• Visual Branding as Storytelling:

  • Visual cues can either reinforce or undermine your brand’s message—misalignment can erode trust instantly.
  • “If your visuals aren’t aligned with your ideal client, then you're going to lose their interest and maybe even their trust.” — Justin (20:16)

• Consistency Builds Recognition & Trust:

  • Consistent, memorable visuals help practices stand out, create positive client expectations, and encourage referrals.
  • “That branding and that visual is a perception of the potential of their experience with you.” — Katie (22:12)

Actionable Takeaways & Final Thoughts

• Branding Is About Evoking Feeling and Action:

  • Positive feelings lead to positive connection, which leads to positive action (like booking an appointment).
  • Keep branding consistent across all client touchpoints.
  • “A good first impression or your positive feeling equals positive connection, which then equals positive action.” — Justin (24:00)

• No Brand is Too Established for Branding:

  • Even busy, full practices need strong branding to solidify reputation, support growth, and foster long-term community awareness.
  • “We still need a brand regardless of if we're just starting or if we've been in business for a while.” — Kim (10:13)

• Creating Loyalty:

  • A strong brand isn’t just about attracting clients but about creating loyalty and engaging a broader audience.
  • “It’s building credibility, it’s helping you tell a story, it’s creating a connection with your clients…creating an experience that leads to action and really creating a loyalty...” — Kim (25:32)

Notable Quotes

• “If you don’t have a brand, it’s going to be created for you.” — Referenced by Kim Slagle, 07:55
• “Our brains process visuals 60,000 times faster than text.” — Kim Slagle, 17:37
• “Good first impression, positive feeling equals positive connection, which then equals positive action.” — Justin Slagle, 24:00
• “That branding and that visual is a perception of the potential of their experience with you.” — Katie Lemieux, 22:12

Important Timestamps

• 03:06: Justin and Kim share the origin story of Practice Re
• 05:11: Kim discusses rebranding her group practice and client reactions
• 07:55: Why therapists need a brand, intentionality vs. default reputation
• 11:22: Common pitfalls therapists face with branding
• 12:13: Practice Re’s discovery and intake branding process
• 14:46: The feeling-driven, intuitive process of branding
• 17:37: Visual processing statistics and first impressions
• 20:16: Visual branding as storytelling and alignment with ideal client
• 24:00: The impact of positive first impressions on connection and action
• 25:32: Kim’s summary of branding’s importance and impact

Memorable Moments

• Kim’s humor about her birthday and “days blending together” (02:50)
• Husband-and-wife banter about “percentage of fun” in mood boards (16:08)
• The “rotisserie” branding joke and light-hearted team chemistry (26:57)

Resources & Giveaways

• Practice Re’s Offer: Handmade chalkboard art for therapy office decor with qualifying purchases; available via a listener-specific promo link (26:19)
• Practice Re Website: https://practicere.com (with “practice” spelled “practicery”)
• A to Z Cheat Sheet: Private Practice Startup’s essential guide for new practices

Conclusion

Branding is the cornerstone of private practice growth, client trust, and professional fulfillment. Intentional branding—rooted in values, consistent visuals, and clear messaging—differentiates you in a crowded market, supports referral relationships, and helps clients feel connected before they even pick up the phone.

For more, visit: www.PrivatePracticeStartup.com