A case study on talkonline therapy that stands out from the rest of the pack When you are the owner of a business, one of the most significant challenges you will encounter is having to figure out how to separate your company from the other businesses in your industry. Although it may not seem to be a particularly challenging task, the reality is that establishing a name for your company and increasing people’s familiarity with your brand can be quite challenging, regardless of the degree of competition you are face with. In addition, it may seem to be an insurmountable undertaking for companies that are working in sectors that are already at capacity. In the event that you are attempting to figure out all of this information on your own, you most likely have a million and one questions pounding on the back of your head, a lack of solutions, and a boatload of worry that simply won’t appear to go away. At the end of the day, however, there is really no cause to be concerned about it, provided that you are aware of how to correctly position your brand. Because if you have the appropriate brand positioning, you can create familiarity, acquire trust, and totally separate yourself from your rivals, even in an industry that is already flooded with competitors. In conclusion, if you are interested in learning how to distinguish your company and would want to see an example of how we have assisted one of our customers in accomplishing this specific goal, then continue reading. in a sense, a predicament It was at the end of the previous year when a trained professional counselor named josipa katinic approached us with the request to completely rebrand her company, which is an online therapy service known as talkonline counselling. When Josipa came to us, she was struggling with two extremely disruptive issues: 1) she had an excessive number of customers on her plate and did not want any more, and 2) the counselors that she had recruited were not receiving a sufficient number of clients. In order for Josipa to be able to concentrate on obtaining her doctorate, the plan was for her workers to ultimately take on all of the customers that talkonline counselling represents. This prompted me to consider the placement of a brand in a manner that is fairly distinctive. I mean, in most cases, the term “brand positioning” refers to the manner in which you position your brand in relation to other brands operating in the same industry as you do. However, I had never considered the possibility that it could also involve the manner in which each individual member of an organization works within the brand itself. unsure of what I mean by that? Permit me to provide you with some background information. In the beginning, Josipa sought to resolve this issue by simply increasing her pricing. She believed that this would discourage people from coming to her and would assist in convincing them to work with one of her staff to solve the problem instead. On the other hand, this modification ended up having the opposite impact, as it established josipa as the most qualified therapist that talkonline has to offer. To ensure that josipa is appropriately positioned inside her brand, we were required to come up with some more suggestions. In order to accomplish this, we first made certain that every counselor possessed a comprehensive bio that detailed all of their areas of expertise, modalities, and certifications. For example, Josepa’s bio was significantly longer than those of her employees, which gave the impression that she had a great deal more experience. Additionally, we included a notice to her profile as well as to her booking service, making it very obvious that she is not now available to take on any new customers. Because of this, Josipa and the other counselors on her team are now in a much better position within her brand. This is because the playing field between her and the other counsellors has been levelled. Having said that, now that we have gone over how we assisted Josipa in correctly positioning the different members of her firm, let us now analyze how we have positioned talkonline counselling in comparison to its rivals. Read more about how to identify the distinctive positioning of your brand here. It is in everyone’s best interest to have a solid knowledge of the connection between difference and brand positioning. However, if you are unsure of how you want to position your brand, then you will still need to return to the drawing board in order to determine how you want to do this. This video is for you if you are interested in learning more about how to discover your distinctive brand positioning and if you are wondering how to distinguish your company from others in the market. It takes a deep dive into brand positioning, providing you with the information you need to conduct brand and competition assessments, determine what sets your brand apart from others, and also provides additional information. Maintain your reading on our website. logo First, we looked at her company’s logo. For the purpose of more accurately reflecting her brand positioning, not only was it necessary to alter the name, but the general design also required a new and updated appearance. The previous logo was comprised of components that did not adequately portray the professional brand image that josipa was aiming for, and most significantly, it did not do anything to appropriately express the ideals that talkonline stands for as a brand. Josipa was also not a fan of the color scheme of her previous website, which was based on the colors of her logo. She said that the colors white, black, peach, and dark mauve seemed to be too “girly and cheap.” Therefore, as part of the process of rebranding, we conducted a brand analysis with Jospia in order to acquire a clear understanding of how her brand positioning ought to be in order to ensure that it not only resonated with her target audience but also garnered the valuable trust that is required in order to appeal to them. Following the completion of the investigation, we developed a new visual identity and logo that had colors, typefaces, and design aspects that were more attractive to the eye. The irrelevant colors from Josipa’s previous website have been removed and replaced with beige, teal, green, and dark blue. These colors exude a more secure, tranquil, and welcome atmosphere than the previous colors did. Talkonline’s brand values include things like safety, support, trust, peace, nurturing, and understanding. This color palette, coupled with the inclusion of the leaves in the logo and graphic components, is far better connected with these brand values than others. On the other hand, they are also more symbolic of the aim of josipa, which is to assist clients in becoming self-led by accepting their experiences and finding peace with them, so that they are more able to build the life that they desire for themselves. website One of the most important things for any therapist to think about, in addition to the design of their logo, is how to differentiate their website from the competition in an industry that is, for the most part, oversaturated. As a result, when we were designing and developing her website, we made it a point to do all in our power to establish Josipa’s brand as the most trusted online counseling service in British Columbia. First, let’s examine the differences between Josipa’s previous website and her current one. Here is a copy of her prior webpage for your reference. The design was of a very old nature, and the entire atmosphere of the website did not give the impression of being something that embodied the brand values of talkonline. There was no explanation provided to the first-time visitor as to why they should contact this organization to assist them in finding solutions to their issues. We got to work and built a one-of-a-kind website style that not only has a better representation of her company values but also helps to establish trust with prospective customers. In order to do this, we included, among other things, design elements that were one-of-a-kind and flowing, writing that was welcoming, imagery that was pertinent, and a whole new color palette. This kind of website redesign is essential for differentiating any brand, as individuals who have websites that have been professionally designed have a tendency to appear more trustworthy and passionate about what they do. As a result, Josipa is already making a better first impression on potential customers than many of her competitors. In addition, we added a number of components to the website in order to separate talkonline even more. Our primary objective was to establish confidence with prospective customers. For instance, in order to establish talkonline as the most trusted online counseling service in British Columbia, we made it a point to incorporate a computer into virtually every image that we used on the website. This ensures that users are aware, even before they have read any of the copy, that the primary focus of this website is online counseling. Every single piece of material was altered, with the exception of the graphics, in order to more accurately convey the advantages that prospective customers would get from the services that josipa and her team provide, and to remind them that talkonline is the most suitable alternative for them. Similar changes were made throughout the website, both in terms of the imagery and the copy, in order to convey to prospective customers that this organization fully comprehends their predicament by concentrating on the challenges they are facing and the advantages they will obtain from the services that it provides. These modifications, in conjunction with the fact that the website no longer possesses the amateurish appearance that it formerly possessed, serve to inform users that they have arrived at the appropriate location. Furthermore, they establish talkonline counselling as the most superior alternative for online counseling in British Columbia. The commercialization of content A newsletter was something that josipa had never done before she started working with us. Despite the fact that she had a number of pieces on her blog, many of which were of a high quality, she was not attempting to build up an email list or acquire any subscribers. On the other hand, taking into account the fact that content marketing may be an effective means of defining a company, we were able to persuade josipa to collaborate with us in order to produce a monthly newsletter and article for her readers. Her first piece performs an excellent job of distinguishing her brand from the other companies in the industry by elaborating on the ways in which talkonline’s approach to anxiety and depression differs from those of its competitors and asserting with self-assurance that “our method is superior.” In addition to the way in which we have distinguished Josipa’s brand via the language that we have used in her blog and newsletter, we have also done so by selecting imagery that is completely congruent with her brand. For example, the picture that we chose for the blog post that was just above this one is a wonderful representation of the Josipa brand. From the compassionate look on the woman’s face to the plants that are in the background, and even the color palette, the image is a perfect example. We also generated branded graphics for her newsletter, which not only helps to bring everything together but is also perfectly consistent with her brand. This includes everything from the colors to the laptop to the leaf, and even the title from her website. Initially, the issue that we had with josipa’s content marketing was that she did not have any subscribers to her newsletter that were already in existence. Therefore, it was necessary for us to begin from the very beginning, gradually increasing the number of subscribers by using search engine marketing strategies such as placing advertisements on Google. Within the first month, we had 18 individuals sign up for our service, which was a gradual but steady process that allowed us to grow a following on a modest budget. In the first newsletter that talkonline sent, the open rate was 68%, which indicates that 13 out of 19 subscribers actually opened the accompanying email. In addition, the newsletter had a click rate of 68%, which indicates that each and every individual who read the email ended up clicking on one of the links included in the newsletter. These prices are unheard of, particularly for a brand that has a very small number of potential customers. At this point, after a period of two months, the number of subscribers to josipa has more than doubled, going from 18 to 40 subscribers. marketing via social media Another area in which talkonline therapy was severely missing was social media, which is why Josipa requested us to handle her social media marketing. This involved a number of steps, such as adding social media icons to her website and social media sharing buttons to her blogs. They also included the creation of a content calendar, the establishment of a Publer account for scheduling, the preparation of monthly analyses of her social media statistics, and the creation of social media headers that featured branded imagery in order to achieve a uniform appearance across all platforms. Because it is never a good look to have social media accounts that are devoid of recent posts, we also create and publish social media posts for josipa several times a week. This helps to differentiate talkonline and build trust with potential customers. Additionally, it is a good idea to have social media accounts that are devoid of recent posts. The posts themselves do an excellent job of working toward these goals, as they highlight talkonline’s specialties, demonstrate that they understand the needs, desires, and problems of those who are looking for counseling services, and offer advice that is both poignant and helpful to potential clients. It is not yet appropriate to provide numbers at this time since these accounts have only been active for a little over two months. However, they are gradually gathering popularity, and it will be fascinating to see how josipa’s social media presence develops over the course of time. Are you still attempting to find out how to provide your company with a competitive advantage? Contact us right now to learn more about the services that we are able to provide for you. You should forward this post to a friend in order to increase the likelihood of your company becoming successful. Susan Friesen’s related articles include content marketing, website design, and social media marketing. Get stories like this one sent to your inbox directly from the source! Get a free subscription right now!
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