PDF Slides ShannaTyler 7 27 EDRDPro Presentation · 2020. 7. 30. · 7/27/20 1 7/27 EDRDPro Webinar...
Transcript of PDF Slides ShannaTyler 7 27 EDRDPro Presentation · 2020. 7. 30. · 7/27/20 1 7/27 EDRDPro Webinar...
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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?
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what is a brand?
brand definition
image, personality, and soul of a product or service that a business
provides
why have one?
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● 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:
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! 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?
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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?
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● 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?
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! 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
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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...
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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
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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
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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
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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
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● 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 !
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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?
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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?”
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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:
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q&a ❓