7/27/20

1

7/27 EDRDPro Webinar

Building Your Private Practice with an Authentic Brand

with shanna tyler

intro:brand coachexpert storytellercommunity builderwellness influencerretired yoga teacherprofessional smiler

agenda !

how to build a brand

your authentic brand

storytelling in your practice

are you ready?

7/27/20

2

what is a brand?

brand definition

image, personality, and soul of a product or service that a business

provides

why have one?

7/27/20

3

● you establish brand recognition with prospective clients

● you save yourself time in crafting your brand message

● you create a solid approach and tone for your private practice

● you control the soul and personality of your business

● you dictate how you can outsource your work

● you build a brand that does the work of attracting clients

the importance of branding is...

! brand elements

1. Mission Statement

1. Vision Statement

1. Values

1. Ideal Client

1. Problem & Solution

1. Unique Selling Proposition

the six brand elements:

7/27/20

4

! mission statement

mission statement definition

clear, concise description of a brand’s purpose for being in

existence

why have one?

● it informs what you are doing in your practice to you and others

● it drives you to continue what you’re doing in the now

● it shares a clear description with your ideal client on what you do

● it makes a concise case of why they should invest in you

● it becomes a north star statement for all of your messaging

● it delivers future team members a quick sentence on purpose

why have a mission statement?

how to draft one?

7/27/20

5

Mission Statement

1. Who you are

2.What you do

3.Who you do it for

4.How you do it

(approach)

how to draft your mission statement:

Jessica Doe, MPH, RD, CDN, is a non-diet registered dietitian working with adolescents to develop a healthy relationship with food and their bodies through a Health at Every Size approach.

Kylie Adams, MPH, RD, CDN is a non-diet registered dietitian offering nutrition counseling sessions for new moms looking to embrace their bodies and heal their relationship with food through a HAES approach.

! vision statement

vision statement definition

aspirational, motivational description of a brand’s desired

achievement in the future

why have one?

7/27/20

6

● provides clarity in what is being worked toward in your practice

● guides present & future biz decisions (marketing, offerings, etc.)

● symbolizes the northstar of your business to look forward to

● communicates the larger impact that your practice aims to make

● shares the future goals of your practice with your target market

● describes ambitious desire/s that you have for your practice

a vision statement...

how to draft one?

Vision Statement

1. The change you want to make

2.The aspiration you have

3.The big impact you dream of

how to draft your vision statement:

Jessica Doe, MPH, RD, CDN, aims to foster a worldwide community of adolescents with peaceful relationships with their food, body size, and body image.

Kylie Adams, MPH, RD, CDN imagines a world where new moms can feel empowered in their bodies and reduce guilt in their foods.

missionvs.vision

the mission is the present

the mission statement explains and gives the idea of what your brand does right now, what you do, who you do it for, all that

jazz.

the vision is the future

the vision statement is what you want to see in the future! How your brand will make a stand in the future. What are you trying

to really achieve?

7/27/20

7

! brand values

brand value definition

core of what you believe and stand for as a brand culture

how to choose?

how to choose your values

write down what comes up during itany words that come up are right!

schedule a 5-10 minute solo brainstormset time apart to think about the following questions: 1. What do I value most in my practice? 2. What do I want people to identify right away in my practice? 3. What are other practices like me sharing in their values?

there you gowhat your inclination is, let’s write it down and make it real

7/27/20

8

Brand Value

1. What you stand for

PERIOD.

brand value example

Jessica Doe, MPH, RD, CDN believes in a client-centered approach, helping a child and their family change their eating disorder behaviors and build positive coping mechanisms.

Kylie Adams, MPH, RD, CDN is committed to openness, community, and inclusivity needed in the lives of new mothers through teamwork and education in all services provided.

! ideal client

ideal client definition

a prospective consumer that a brand wants to sell their services

or products to

ideal client breakdown...

7/27/20

9

1. Demographics: (age, gender, income, employment, education & marital status)

2.Communication Channels: (Blogs, Instagram, Facebook, etc.)

3.Personality Traits & Hobbies (funny, vibrant, introverted, dancing, Yoga)

4.Hope & Dreams (healthy relationship with food, navigating the kitchen)

5.Challenges & Struggles (body image, confidence in business)

ideal client breakdown

questions to ask

● who are the people who naturally gravitate toward you?

● who do you enjoy speaking to and connecting with?

● who is it that motivated you to start your practice in the first place?

● who naturally gravitates toward you at events or functions?

● who needs all that you have to offer (as YOU) your unique self?

● who is the person that you really want to make an impact on?

questions to ask when working on your ICP...

! problem & solution

7/27/20

10

problem & solution definition

problem: what your ideal client struggles with

solution: how your brand provides an offer that solves the above

why have one?

Problem & Solution

1. icp main struggle & pain point (problem)

2. brand offer & message (solution)

problem & solution breakdown

Problem & Solution Example

1. An adolescent woman who suffers with anorexia nervosa

2.A private practice built on a HAES approach and a local community of

group sessions to build upon shared experience

! unique selling proposition

7/27/20

11

unique selling proposition definition

what makes YOU stand out from all the competitors of your brand’s product,

service, or offering

what is your USP?

Unique Selling Proposition

1. What your client wants2.What you uniquely offer

3.Your unique background

how to craft your unique selling proposition

Jessica Doe, MPH, RD, CDN, has recovered from an eating disorder, worked with children for 20 years, and is personally passionate about making a difference in people’s lives.

Kylie Adams, MPH, RD, CDN worked with new moms as a fitness instructor, realized the deeper work needed in their lives, and now focuses on a Healthy At Every Size approach to support new moms on their journey to embracing their bodies.

1. Picture (Clear Headshot)

2.Name, Credentials OR Major Role

3.Category of Your Biz

4.Two to Three Key Brand Roles

5.Your USP (in an -ing statement)

6.The Solution You Founded/Created

(your practice/program, etc.)

1. CTA with Down Arrow or Fun Emoji

! bonus: your brand elements on IG bio

7/27/20

12

what makes an authentic brand?

you make your brand authentic

you are the authentic in your brand

without you, your brand wouldn’t exist. without you, your ideal client wouldn’t get the same exact care. there are many

professionals out there, but no one is you.

your story is authentic

no other professional in your industry has the same exact story as you. they don’t have your same background, your same USP, and

your same approach to storytelling

7/27/20

13

● your story is relatable

● your story is impactful

● your story is inspirational

● your story is empowering

● your story is unique

the importance of storytelling

it also builds...

● Trust - the final step is trust, this is where you are primed to sell. your people will trust in you because of HOW you show up (value) and HOW often you do so

● Like - your people will come to like what they see consistently. they’ll genuinely be invested in your brand

● Know - your people will know exactly who you are from your branding: the colors, tone, message, and more

KLTfactor

my story !

7/27/20

14

leadingsentence

problem climax solution endinginvitation

every story has five majorcomponents:

• leading sentence

• problem

• climax

• solution

• ending invitation

the storyteller graph

Storytelling Opportunities

1. Instagram

2.Website

3.Networking

where you can tell your story..

Instagram: Captions, Stories, IGTVs, and Lives

Website: Bio Page, Meet the Team Page

Networking: Virtual/IRL Events, Conferences

where else?

7/27/20

15

ways to storytell in your practice practice !

1. Intro

1. Challenges

1. Vision

1. Gap and Commitment

1. Solutions

1. Story Tell

1. Close

the 7-step discovery call process:

how to use storytelling in discovery calls

Storytelling in your Discovery Calls

1. Repeat their story

2.Tell your own story

OR

1. Tell a client’s story

2.Bridge that story

into your offering

“I hear your story on your own experience with anorexia. I’ve worked with a client who was just like you. She was just around your age (16-17) who was able to pull through. She completed her sessions, worked with our group therapy program, and she’s now fully recovered. She’s living the life you envision of a healthier relationship with food and her body. I’d love that same ending for you. Are you ready to start?”

7/27/20

16

Use Stories to Inspire Hope and Reduce Isolation

1. your icp can find that these stories make them feel encouraged

2.your icp can use these stories to determine that they are not alone

other ways to storytell in your practice

Encourage Your ICP to Write in a Journal

1. ask your icp to write in a story about their recovered life & what is looks like

2.invite your icp to write their daily stories of their journey toward recovery

https://www.ncbi.nlm.nih.gov/pmc/articles/PMC6092853/https://www.montenido.com/journaling-essential-part-eating-disorder-treatment/

takeaways !

Your authentic brand is built through storytelling: ● leading sentence ● problem● climax● solution● ending invitation

Storytelling can be used in the discovery call process & beyond: It can be used before you make an offer to join a program, service, offering you have. It also can be used throughout the recovery process.

You can build a solid brand with these 6 elements: ● mission statement ● vision statement● brand values● ideal client● problem & solution● unique selling

proposition

key takeaways from today:

7/27/20

17

q&a ❓