Kim Slagle (2:41)

Yeah, we will. Can't wait.

Dr. Kate Campbell (2:43)

That'll be awesome.

Katie Lemieux (2:44)

Definitely. And a happy belated birthday or one day after Takim. It was yesterday, right? That was your birthday?

Kim Slagle (2:50)

Yeah, someday, something like that. You know, the days all blend together. But thank you.

Katie Lemieux (2:54)

So June 2nd was your birthday.

Dr. Kate Campbell (2:57)

Tell us a little bit about how. Tell us a little bit about how you guys got started with practice re. What's, what's your story?

Justin Slagle (3:06)

Well, yeah, I think it probably started when I decided to change career paths. I was originally trained in psychology, but was more interested in org psych than clinical. So I ended up working a lot in the corporate world. Later realized that just was not a good fit for me. And I had an opportunity to pursue another long time passion of mine, graphic design. And so I went back to school.

Kim Slagle (3:33)

Yeah, I think like around that time when Justin went back to school, I was fully licensed as an MFT at a solo practice. And I was also working for the Gauman Institute, fulfilling other big passions or dreams of mine. At some point I decided to leave Gottman and launch my group practice. And it was right around the time that Justin needed a new project. He was kind of gearing up to be done with school. And so, you know, I don't know, it was just kind of this cool opportunity. I've always been really creative, had a passion for marketing. And we saw this way to kind of combine our strengths and rebrand my practice from the inside out in these new, fun, cool ways that would really help me stand out in this super saturated market that we have here in Seattle.

Justin Slagle (4:22)

Yeah. And I think just going through that process, we both realized that we have these really cool skills that complement one another and that when we work together in that way, we make some really cool shit or I mean, stuff. I don't know if that's cool, but.

Dr. Kate Campbell (4:36)

You can be authentic. It's all good.

Justin Slagle (4:38)

It's authentic. But aside from that, the work was just really fulfilling. We got to see firsthand the positive impact that branding had on Kim's practice and the growth with that. And other therapists must have noticed because they started reaching out to us and so we made it official. Practice re was born.

Dr. Kate Campbell (5:00)

Yes. Your business marriage. Right, Right. So tell us a little bit about the rebranding process. Of your group practice, Kim? I'm curious about that.

Kim Slagle (5:11)

Yeah, I mean, I think we really. Well, for one, just trying to get really clear on who is that ideal client. What's my why? Like, some of these things we've heard of are so important, right? Like, what is my why? What is my niche? Getting really clear on telling that story. Right. So writing awesome copy. But I think one thing that we really wanted to do was just to create these, like, rock and visual. I really focus on the visual brand and really elevate that in these new ways that maybe a lot of therapists weren't doing or hadn't thought of doing yet. Everything from, like, website to, you know, motion graphics and animations. I don't know, it just. It really helped me create a strong presence and reputation. Maybe not overnight, but I think it definitely was a big part of that.

Justin Slagle (6:02)

Yeah, it was a process for sure. But. Sorry, some of those things that we ironed out in the beginning really informed the visual part, the visual design process. And so it just all kind of baked out into what it is now. Seattle Therapy Group.

Katie Lemieux (6:27)

Yeah. And I guess my question is, what would clients say? Or what were you noticing as you rebranded and added these cool little things to your practice? What would they say?

Kim Slagle (6:37)

They just feel so connected to me. They feel like I know them and they know me before they even call. Like, a lot of times when they call, they just love. They love the website. They love the vibe they got from it. Like, it was professional but also approachable and made this feel, like almost couples therapy. Almost make it, like, fun. Like, it's not this, like, thing where we have to be damaged and now, like, come to our therapist in secret to fix these broken things. Like, it kind of made it this more proactive, like, approachable thing. And I think just having that more, like, professional presence. I started getting contacted by, like, popular radio stations, like, news channels and things like that, to be talking as an expert in this field in our, you know, community. And so I think the rebranding really helped with that as well.

Katie Lemieux (7:31)

Very cool. That's cool that you've been contacted, especially because of the branding and what you've created and things like that. But I'd love to take a step back, right? Because a lot of times, you know, therapists are just in the struggle, and they're just like, I need marketing, and I need it to work. Like, what should I do? Facebook ads or AdWords or what kind of website should I have? Right. And we had this conversation because we're passionate about branding. But why do therapists need a brand?

Kim Slagle (7:55)

Yeah, because. Well, I'm honestly going to quote both of you because I really like this thing that you said in your last presentation. And that's, I mean, we look at more of like the visual brand, but I think this can be said for our entire brand and all the things that go into it because I know it's more than just that visual piece. But you both said, I can't remember which one of you it was, but you said something like, if you don't have a brand, it's going to be created for you. Right. Like, if we're not intentionally thinking of it and putting that in place, we're creating it and our clients are creating it and the community is creating it, whether we know it or not. So why not have us take that kind of 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.

Katie Lemieux (8:46)

Yeah. That we want to work with. And you know, I think of, you know, I know a lot we talk about branding about like the visual, the experience and everything like that. But you know, I've had conversations with therapists that, you know, their, their system is not in place, their process is not in place. And when you talk about, you know, creating a brand, like maybe they'll take money in the beginning, maybe they'll take it after, and maybe they won't even take it at all. Or maybe they'll send paperwork before or maybe they won't like. And that becomes, if you don't have a clear process and system and a clear brand, that then you're right. Then it gets co created with you and your client and then the message gets out on the street. Right. Like clients are already coming to us anxious. We need to have a really clear process. You know, the brand attracts them in, but we need to have a clear step by step process to ensure that they have a really good quality experience. Because if they're not, that's what's going to be shared. And are we wanting people to share, you know, a negative experience about their interactions with us? And it's just so, so crucial. And another thing that you had said, Kim, is like branding really makes you stand out in a crowded market marketplace.

Kim Slagle (9:49)

Yeah.

Katie Lemieux (9:50)

You own it. You own that area.

Kim Slagle (9:52)

Right.

Dr. Kate Campbell (9:54)

It's about that awareness and that presence that, you know, representing that specific area. And when you have a brand that stands out, it creates that community awareness. Other people remember you, they know what it is that you do and they think of you when it comes to referrals. And that's the most important part, right?

Kim Slagle (10:13)

Yeah, definitely. Definitely. You know, and sometimes we'll even talk to folks who have been in the field for a while, and they think, well, I don't know if I need a brand because I have a lot of clients right now, but I just really go back to that piece of, you know, we still need a brand regardless of if we're just starting or if we've been in business for a while. Like, it's still really important to think about this.

Katie Lemieux (10:37)

One of the cool things that I love about branding and Kate and I had a brief conversation before we jumped on this podcast was we were talking about our podcast images, right? And we had both had a little bit of conversation before, but we've evolved our brand again. We added this really cool pink color because it's fun. And our vibrant. It's vibrant. And over time, Kate and I have evolved way more fun and just authentic. And we were looking at our podcast image, and the conversation is, that just doesn't feel like that's on brand anymore. Right? And when you have a clear brand, like, things, to me, things are, like, way easier because, like, you recognize your brand and you're like, does that fit? Does that not fit? Yes or no? And the decision becomes, what is it that you guys think that therapists struggle with when it comes to branding?

Kim Slagle (11:22)

Oh, my gosh. I mean, I almost want to say all of it. I mean, when we go to therapy school, we're not trained to be business owners. We're not trained in marketing. Like, we don't really even see ourselves as salesy. And so I think a lot of the times we aren't really excited to jump in and learn all of this stuff. And so we maybe sidestep it completely and hope that all the other things that we're doing is just gonna be enough.

Katie Lemieux (11:51)

Yeah, that makes total sense. Share with us a little bit about, like, what it is that you guys do and how you've been able to make the brand come to life in regards to what you do or part question. Let me back up. How do you walk people through the branding process? Maybe what are some of the questions that you asked to get them thinking about branding and then what is the cool stuff that you guys do?

Justin Slagle (12:13)

Well, we. I mean, before we even talk about visuals or anything like that, we, you know, we're asking a ton of questions. We really want to whittle down, like, the, you know, the bones of it, like, the vision, you know, the mission the goals, your values. Right. And you know, all the stuff that you whittle down, boil down is informing the design process, the visual part of.

Kim Slagle (12:44)

It anyway, and all of it really copywriting and all of it, right.

Justin Slagle (12:49)

And it's starting to give a language around, you know, what that brand personality or what that essence of the brand really is. You know, that's at least one part of it. But then we'll walk people through an exercise with a brand deck. So it's essentially just this deck of cards. It's got millions of different words all over it. And we just go through like, you know, does this ring a bell? Or does this, you know, does this fit with what, what we talked about? And we'll get this huge list of words and then we'll just kind of like scan it for themes, like, what are the overall themes? Because really some of that stuff is kind of crossover. And we'll take those themes and then we'll start to sculpt the actual visual part of it according to these themes. We'll just start looking at hundreds of images. Does this feel uplifting or is this approachable, fun or vibrant? Like they do many different things and at the same. Oh, sorry. Go ahead.

Katie Lemieux (13:57)

Justin. As I hear you talk, I actually had the really cool experience of going through a branding process myself. But as I hear you talk, I hear you use a lot of feeling words. And one of the things that I think is a pitfall and a mistake is that when Kate and I look at copy on Psychology Today and stuff like that, and therapists use the I provide a safe, warm, non judgmental environment. You should, we hope you do that doesn't make you stand out. And that's really not your own essence. And going through the branding process, you really identify like, what do I love, what do my clients love? And then you can create something because the nonjudgmental safe environment is not going to make you stand out because most therapists are talking about that. So I love. And I remember, as you're talking, Justin, I remember going through this process with my branding experts as well. And it was a very intuitive process. Right. Does this feel good?

Justin Slagle (14:46)

No.

Katie Lemieux (14:46)

What about this one? Okay, yes, we'll keep that one. And then we looked at, like you're saying theme, so that's so cool. What do you do from there?

Justin Slagle (14:53)

Yeah, so we're, you know, we're looking at hundreds of images and we'll start to pull some of these images into what is the brand, what is not the brand. And then from there, once we've got these main themes sculpted. We'll start to create mood boards. So we'll start looking at other things other than just the imagery. We'll start looking at colors. If colors are fitting, bold or vibrant or maybe a softer palette. We'll start looking at typography, and we'll put these together and present to our clients, like, a combination of the different themes in these different mood boards as different directions that we could go with the actual visual design.

Kim Slagle (15:45)

I think our goal is to really nail down three main themes or personalities of the brand. But then we don't want to say, okay, you two are just vibrant. Right? You're vibrant. No, you're a mix of things. Right? You might be, like, 50% vibrant with, like, 20% fun, 30% something else. We don't know. So we'll play around with different percentages.

Katie Lemieux (16:08)

You're giving us only 20% fun.

Justin Slagle (16:13)

Oh, totally.

Kim Slagle (16:14)

Well, see, that mood board wouldn't fit for you. Then you might gravitate toward the 80% fun one.

Katie Lemieux (16:21)

I'll take fun for 50, please. Oh, wait, that was too fun. I should, like, make a very, like.

Justin Slagle (16:28)

Scale back the fun, But.

Kim Slagle (16:32)

No, but we show people how that can start to show up visually. If we're looking at these different themes or personalities and certain percentages of them, how that really impacts the visual brand.

Katie Lemieux (16:44)

So talk more about that. That sounds so cool.

Kim Slagle (16:47)

Yeah, I mean, I think we've kind of touched on. A brand is made up of so many things. Right. So while all those things I think are really important, we've learned that visual branding is super important, because I guess the first reason is it really boosts that, like, trust factor, that initial trust a client has, that it makes a great first impression. Our brains process visuals so much faster than other things. So I think clients are really relying on our visual brand to make that good first impression, whether we're even aware of it or not. I came across this Fun statistic from 3M Corporation. It says the brain actually processes visuals 60,000 times faster than text.

Katie Lemieux (17:37)

Wow.

Kim Slagle (17:39)

60,000 times. Right. So 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. Even before they read what you wrote, before they call you on the phone, before they're checking out your services. There's another study that even says that we take three seconds when we're on someone's website to make an impression of them and their services. So, again, if visual branding is pulling us in, if it's making that Good first impression. We have such a better chance of having those clients actually read our story and learn about who we are and how we can help them.

Dr. Kate Campbell (18:23)

It reminds me of Sally Hogshead. She talks about her research on how to fascinate and how to build brands that fascinate. It's pretty cool.

Kim Slagle (18:31)

Yeah, right? So I think that's. That first piece is we want to use those visuals to make a good first impression.

Katie Lemieux (18:38)

So before we move further, let's just take a quick break for our sponsor.

Dr. Kate Campbell (18:42)

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Katie Lemieux (19:40)

Ton of money getting your degree, but.

Dr. Kate Campbell (19:42)

You weren't taught the necessary branding, marketing and entrepreneurial skills needed to be successful in private practice.

Katie Lemieux (19:49)

We get it. We've been there. We're Kate and Katie from the private practice startup. We've spent a crazy amount of money and over a decade learning and perfecting a proven marketing strategy that works. Let us teach you the step by step proven system to help you fill your practice with the clients you love and live the life you've always dreamed of. Visit private practicestartup.com look for the e Course tab to learn more and see the amazing results our coaches have been achieving. So, Kim, go ahead.

Justin Slagle (20:16)

Beyond making that first impression, really, your visual branding is telling your story and thus strengthening that connection. Your visual branding really needs to be consistent with how you're helping your ideal client or how you can help your ideal client. That story that you're telling. If your visuals aren't aligned with your ideal client, then you're going to lose their interest and maybe even their trust. And we're such a storytelling people. I mean, we tell stories, we listen to other people's stories, we connect around that. And just like all clients have a story about what's bringing them to therapy, all therapists have a story about how they can help their clients. Right. These visuals are visual branding helps bring these stories together just as effective as copywriting. But like Kim said, we process visuals first. And really that can happen in a good way or a bad way. Right? So, for example, let's say you work with high end executives, but your website's totally outdated or super low budget. Or you're telling a story of hope and healing for depression, but your colors are all muddy and gloomy. Or pictures of people living this happy life that the client's never really known.

Kim Slagle (21:42)

Or maybe do they want, they just want to be normal, whatever that means.

Justin Slagle (21:50)

But both instances create a dissonance or a disconnect because what the client's feeling or wanting isn't really lining up with your visuals and neither is what you're offering. So we need to be asking ourselves, what's that story that we're telling our clients? How does our visual branding create that positive or negative connection to that story?

Katie Lemieux (22:12)

And one of the things, you know, I know you guys are talking about some, like, research and science and stuff like that. And I know in the book Blink by Malcolm Gladwell and also when we talk about Simon Sinek, start with why right people buy right based off like an instant or move forward based off an instant. And he said, he talked about all we really can muster up is like, I don't know, it just doesn't feel right. Right? And then we make a decision and that's it. Like, we don't go into the analysis of why I should or why I shouldn't is it's that split second moment, right, where we make a decision and if it doesn't feel aligned to us, we're not going to move forward. So it is so, so, so essential and right? And branding and the visual stuff is not just about the pretty color or the font. It is the feeling that it evokes. Right? Is it in alignment? Is it consistent? Like so, so, so important. I remember I didn't have branding starting out, but I talked about like, I had orange colors and then it's like really weird idea. Like, well, I don't want to share the same thing over here that I shared over here because what if that'll bore them? No, because it really makes you stand out. And I know that, you know, recently Kate and I Had were given a really awesome opportunity. And the person that gave us this opportunity was like, you're. You guys are all over Facebook, like all the time. You're so active. Because we're so consistent. Right. And also it gives a perception, right, that branding and that visual is a perception of the potential of their experience with you.

Justin Slagle (23:37)

Yeah, yeah, totally. I mean, we're, we're really talking about, in the end, evoking a feeling and turning that into an action. If it's positive, your clients are more likely to believe that they can benefit from your healing messages and your services. But if it's negative, then they're going to write you off before they even understand how you can help. I think we can kind of like simplify it into this little equation where a good first impression or your positive feeling equals positive connection, which then equals positive action. I think about just the other day, Uriah Guilford of Guilford Family Counseling and productive therapist, he had reached out to us after checking out some other group practices website and it had all these cool little like branded interactive elements, you know, just like little touches where it told an extra part of the brand story or the practices story rather. And it just totally impressed him. So naturally I went and checked it out and I was super impressed. And then I'm finding myself scrolling down the rest of the homepage to learn more about the practice, just even indirectly. His positive connection and impact led me to read more into it. And I was just sitting around minding my own business. I'm not in the market for a new therapist right now, but it was impactful and then thus, you know, memorable. So when clients are, you know, comparing you to other therapists and everything, they're more likely to come back and take action because your visuals made you memorable.

Katie Lemieux (25:21)

Good point.

Dr. Kate Campbell (25:22)

Beautiful. Yeah.

Katie Lemieux (25:24)

That almost like summarizes things up. But I do want to ask, what is it you want people to take away from your guys message today?

Kim Slagle (25:32)

Well, I think we kind of hammered on this a lot, but yeah, the visuals. We think branding is important, but visuals are super important. It's the first client touch point. It's the first impression. It's that first thing they're processing about you. Not only that, it's building credibility, it's helping you tell a story, it's creating a connection with your clients. And then along with all those other elements of your brand is creating an experience that leads to action and really creating a loyalty not in just one client, but eventually maybe even a bigger audience.

Katie Lemieux (26:06)

Yeah. I love it. I love it. Kate, did you have another question or something you wanted to add?

Dr. Kate Campbell (26:11)

No, we share a brain. I was going to ask the same question.

Katie Lemieux (26:15)

Awesome giveaway for our audience. What is that?

Kim Slagle (26:19)

Yeah, so we've started kind of a new cool thing. We are making some handmade chalkboard art. Inspirational. Like office decor for therapy offices. And it's brand new and so we wanted to offer new clients that spend 250 or more on services, some free art for their office that we can collaborate with them on and hand make and send to them.

Dr. Kate Campbell (26:41)

So how fun is that?

Katie Lemieux (26:42)

Yeah. Are some examples on your guys website.

Kim Slagle (26:45)

Totally.

Katie Lemieux (26:47)

Which is practice re with a Y like practice with rye. So you guys can check that out. Did I say that correctly? I'm just watching your faces.

Kim Slagle (26:54)

Yeah. Practice.

Katie Lemieux (26:57)

Like rotisserie. Okay.

Kim Slagle (26:58)

Yeah.

Justin Slagle (27:02)

That'S going to be a future side thing that we do later. It's rotisserie chick.

Dr. Kate Campbell (27:06)

That's for the weekends. Right. And your downtime.

Justin Slagle (27:11)

Yes.

Dr. Kate Campbell (27:12)

Yeah.

Kim Slagle (27:13)

And we created a link like just for listeners or they can go and access the promo. So I don't know if that'll be attached.

Dr. Kate Campbell (27:20)

We'll put that in the show notes page so we'll make sure they have access to that. It's been so great to see you guys again and thank you so much for coming on the podcast today talking about one of our favorite topics, branding.

Kim Slagle (27:30)

Yeah, thank you so much for having us ladies.

Dr. Kate Campbell (27:33)

Yeah, we can't wait to see you guys in Florida next year for the not so typical psychotherapist conference. We'll put the link for that. For anybody who doesn't want to have FOMO and wants to check out that conference.

Katie Lemieux (27:44)

And then I wanted to have FOMO personally.

Dr. Kate Campbell (27:48)

Yeah. And then I just want to take a moment to do our Startup Nation superhero shout out for this episode from Leah Bell. She says the private practice startup provides amazing resources for private practitioners. If you are in private practice and you haven't listened to their podcast, you definitely should. Thank you, Leah for your shout out. We appreciate the love and love to hear when you guys are really finding our episodes to be valuable because that's the whole point as to why we're doing what we're doing. So definitely subscribe rate and review our show. Send us some love via email. Let us know what topics you guys are dying to have on the show and we will look forward to seeing the surprises. They always make our day when they come through.

Katie Lemieux (28:28)

And we hope you guys join us next week with we will have Shane Burkle LMFT of the Couples Therapist couch. Shane has a six figure couples therapy practice and he will be talking about steps to build that and he also has a podcast. So Startup Nation, we will see you next week and hope you guys have an inspiring, awesome and amazing day. Catch you later.

Dr. Kate Campbell (28:52)

Thanks for joining us on the Private Practice Startup. Visit the private practices startup.com for awesome resources, free trainings, attorney approved private practice paperwork, and so much more.

Kim Slagle (29:15)

Sam.