Marketing your Intervention Practice

Your personal Intervention brand is the truth about you, well told

Your Brand

It’s your total perceived value, relative to the competition, as viewed by your audience

Your BrandHelps to define who you are

Helps to associate great value with a product(the product is YOU)

Branding is not about getting a family to choose you vs your competition..

It is about getting a family to see you as the ONLY solution to their problem

You Brand

You are your business. Period. What is it about YOU that engenders trust and makes them to want to choose you

Families CHOOSE YOU to be their interventionist

Your BrandA strong brand is invaluable as the marketplace gets crowded with competitors and with alternative ways of addressing the problem

Your brand is a promise to these families. It is fundamental and needs to be part of every interaction with families

A “magnetic brand” is a service for which people believe there is no substitute

Your Brand

First we establish a personal brand identity

What is the message on who you are and what you stand for

Get the word out through a variety of channels

Personal branding is easier than company branding. If you believe in your talent, in your skills and competency..it’s easier to sell what

you believe in. Your image is already created..you justhave to

market it

Your BrandEstablish yourself as an expert in the field

Make an emotional connection to the family

Build a solid reputation

Increase your notoriety and improve your value in the marketplace

Your Brand

People aren't buying what you DO; they are buying the RESULTS of what you offer

The family’s ROI is a sober and emotionally healthy family

GrowingYour Brand

As experience, competencies, and skills grow your brand will enhance, much like in a product lifecycle

Elements of your Brand

Personal appearance(office, self, etc)

Personality(your values, goals,identity, and behavior)

Competencies-technical skills,clinical excellence, follow up, business communication skills

Differentiator- Offer a unique valus proposition or benefit that your competitors are not

Communicating your brandBusiness cards and letterhead

Website, blog, and facebook presence

Linked in profile

Articles and publications

Speaking engagements

Wardrobe and attire

References and testimonials

marketing and communication

How to create a crappy Brand

Using cliches to convey your

brands value and distinction

Crap

me too crap

useless crap

Copying what

other brands are doing

What your spouse,friend, etc think your brand should

be doing

Your Great Brand

Focused Compelling

value proposition

Likeable emotional connection Passionate Enthusiastic

Professional

High competence Clinical skills

Resourceful and connected Ethical credible

WOW

Building a Brand

Focus Alignment Linkage

Focus

Lets GROW your business not just survive day to day

Scope of who you are and what you do

Market yourself as a specialist offering a more narrow range of service

Being less is actually more!

FocusFocus on differentiation

Focus on expertise

Focus on perceived value

Make it easy to understand

Focus on your strengths

Simplify then amplify

FocusWhat is your model?

Why you instead of another?

How do I define the value of my methodology and practice?

How do I simplify the message?

What are the strengths that I bring to the family?

Alignment

What matters to the families that will hire you?

Is your personal brand relevant, authentic, and differentiated?

All branding decisions are based what your practice stands for(logo,business card, type of family, type of patient)

Alignment

Everything that is presented in your marketing has to align with your brand(Look,feel,voice, tone, writing, etc)

AS you start your marketing plan and your PR efforts your brand will grow organically as families and providers become aware of you and your unique value

AlignmentFamilies will start to contact you looking for reasons NOT to work with you instead of needing to be “sold” on you

You will become more profitable from new patients and increased demand and a unique service will allow you to charge more over time

Linkage

Linkage

When a family or referral source thinks of your name, the name of your company they intuitively “link it” to the positive attributes of your brand, you've created linkage

Tim Sanders

“Long after people forget what you said or did they will remember how

you made them feel

Starbucks Corporate Culture

“Only truly remarkable businesses are in the business of satisfying

customer wants by helping customers actualize their aspiration”

Warren Buffet

“It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you'll do

things differently

Tom Peters

“Its this simple: YOU are the brand. You are in charge of your brand. There is no simple path to success, and there is no one right way to create the brand called”YOU”.

Except this: Start today…or else

Mike Difrisco

Shadowcasting: How to grow your business by growing your reputation