Branding versus Authenticity

​B​randing and Authenticity can work together.
​
This was the message of the afternoon session of our Spring Meeting 2016, given by marketing consultant, Kirby Amour.

As she opened her talk, with her honed use of marketing terminology, familiar to those in the industry but not, perhaps, to those of us at home in the more advertising-shy  world of psychotherapy, I, for one, wondered whether I could keep up. Was this all going to go over my head, overwhelm me or paralyse me into avoidance?

We were asked to address some questions: What can I offer that no-one else can? Why did I get involved? Who is my ideal client? What needs do they have? What is their energy like? What three traits does your ideal client possess? Slowly it dawned on us. In our marketing we need to look at much more than conveying information. As Kirby said, look at your offering, not just at your service. By this she meant, look at what you are actually selling. A shining example was given to us in the form of  Colgate, which, in terms of its advertising sells white teeth, not toothpaste.

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