When the ideal client isn’t the obvious choice – how this established psychology practice narrowed down their ideal client.

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Dec 9, 2018


Her ideal client wasn’t the obvious choice… until it was.

As her business had grown over the last 16 years, her offering had also grown.

With each new client she took on, her credibility [and the credibility of her team] grew – her clients sought her out. She loved the idea of her psychology practice serving the whole family, but was then challenged with who to position her business towards.


Does she market to the women who is disconnected from her purpose, the man who is struggling with his relationship with his wife, the mom who is frustrated with her kids because they are acting out, the granny who is needing help navigating this next stage of life, or the guy who had an issue + work have sent him for help.

Each of these 5 groups of people have a very different need.
Each of these 5 groups have different lives, with different things that are important to them.
Each of these 5 groups of people like to be “spoken to” [from a marketing perspective] in a different way.

The struggle with positioning yourself to everyone,

is that it tends to result in a really watered down brand.

After all… who are you attracting?
No wonder she was craving consistency throughout her branding.

As we unpacked her brand, and where she wanted to take her business – we uncovered the one person who holds the family together, and started to build a brand strategy around her.

Meet Julie.

source images can be found on this pinterest board

But it gets more complicated than that.
Because Natalie had three different sub brands.

Essentially three different businesses that needed to live together, but also stand apart in their own right!

There was the physical practice
There was the online practice
And then there was the books, workshops, and potentially retreats.

As we delved further into each of the brands, it became clear that the overall client was still the same… but there were just different variations of her.

We narrowed it down to:
City Julie – let’s call her Jules
And country Julie – so we called her Julie Anne

source images can be found on this pinterest board

Each sub brand targets a specific Julie, with her specific family’s needs.

So Julie wasn’t the obvious answer.

After all – she’s only one of the 5 clients.

But when we got to the bottom of it, Julie was the client who referred the other 5 to the practice.

Julie was actually the main client that Natalie [my client] needed to focus on attracting to the practice.

The surprising aspect for Natalie, is that she got her consistency…

it just came about in a way she hadn’t expected.

Instead of one color palette and “logo look” – she now had one kind of client to focus her attention on.

Now, each sub-brand completely stands on it’s own, but there are hints of similarity across all the brands – with one or two threads woven into all three… to knit them together [but that’s another story for a different day].

This new insight has given her clear direction + focus.

Consistency came through, but the brands still remained independent.

Ok, so you are probably wondering…
Is she alienating the rest of the clients because she chose Julie?

Well, that’s where the branding magic comes in.

It’s kinda like a love triangle… I needed to make sure that Natalie’s brand showcased who she was, in a way that attracted Julie, whilst still making sure that the whole family felt comfortable in the space.

The most critical of all the sub brands, was the “Drop of Life” brand – as it was in a physical space, one that the whole family would interact with.

But you’ll need to wait a little longer for that full story.

About the Author

Emma is the Chief Coffee Drinker here at FreshSage. With over a decade in branding + another decade in corporate business - she's always balancing the creative with business strategy + goals. She believes everyone has a purpose + calling, and secretly loves helping her clients find theirs. When she's not building brand experiences, she's spending time with her High-school sweetheart + kidlet, tinkering in her veg garden, painting an abstract, and enjoying vino with friends.

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