The idea was for Josipa to eventually have her employees take on 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 refers to how you’re positioning your brand in relation to competitors in your industry, but I never considered that it could also involve the way each member of an organization is positioned within the brand itself.
Not sure what I mean? Let me give 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 coming to her, and help persuade them to work with one of her employees instead.
But this change actually ended up having the opposite effect, as it positioned Josipa as the best therapist TalkOnline has to offer. So we had to come up with some other ideas 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, which was considerably lengthier than those of her employees and positioned her as someone with much more experience.
Then we also added a note to her bio, and on her booking service, making it clear she’s not available to take on 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, now that we’ve discussed how we helped Josipa to properly position the various members of her organization, let’s talk about how we’ve positioned TalkOnline Counselling in relation to its competitors.
READ: How to Determine Your Unique Brand Positioning
Understanding the relationship 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 going to have to go back to the drawing board.
So, if you’re wondering how to differentiate your business, and you want to learn more about how to determine your unique brand positioning, then this video is for you.
It dives deep into brand positioning, giving you what you need to know to do brand and competitor analyses, identify what makes your brand unique, and more.
Keep reading on our website.
Logo We first examined her logo. Not only did the name need to be changed, but the overall design needed a fresh, new look to better reflect her brand positioning.
The old logo was made up of elements that did not 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 scheme that was based 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 went through a brand analysis with Jospia to gain a clear understanding of how her brand positioning should be so that it not only resonated with her target audience but also garnered the valuable trust needed to appeal to them.
Once the analysis was complete, we designed a new visual brand and logo with more appealing colours, fonts, and design elements.
Gone are the irrelevant colours from Josipa’s old website, now swapped out for beige, teal, green, and dark blue, which give off 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 like safety, support, trust, peace, nurturing, and understanding.
At the same time, they’re also more representative of Josipa’s mission, which is to help clients become self-led by embracing their experiences and making peace with them, so they’re better equipped to create the life they want.
Website Aside from logo design, one of the most critical considerations for any counsellor is how to make their website stand out from the crowd in what is, for the most part, an oversaturated industry.
So, as we designed and developed her site, we made sure to do as much as we could to position Josipa’s brand as 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 design was very dated, and the overall vibe of the website didn’t feel like something that exemplified TalkOnline‘s brand values. There was nothing telling the first-time visitor why they should hire this company to help solve their problems.
We went to work and designed a unique website layout that better reflects her brand values, and works to build trust with potential clients. We did this by adding, among other things, unique, flowing design elements, inviting copy, relevant imagery, and an entirely new colour palette.
This kind of website redesign is crucial for differentiating any brand, as those who have professionally designed websites tend to look more trustworthy, and passionate about 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 website as a way to differentiate TalkOnline even further, with our main goal being to build trust with potential clients.