Why I’m a Brand Therapist (and Not a Branding Consultant)

I used to be a branding consultant, for the record. And, when it comes to a few other topics, I still consult regularly. So, if this reads as if I have a problem with consultants now that I’m a Brand Therapist, I apologize. That simply isn’t the case.

But if you want to know what the hell Brand Therapy is, or if you’re thinking “How can I get some of that!?” then you might just want to learn a little more about me and Brand Therapy here.

While I was a branding consultant, I spent more time than I liked discussing brand identities (logos, colors, and brand design related stuff). And while we got to the bottom of the issues my clients were facing, I found that my approach was really intimate—way more intimate than my consulting sessions in any other area of expertise.

And I found that exciting.

Most important, my clients found it more helpful. We’d end our sessions with them invigorated, fired up, and ready to go be great.

But those were not consultations. Those were something else.

Consultants are amazing resources for brain picking. They’re like human libraries on a particular topic. If you want to know how things are done, and how they’ve been done in the past, there’s likely no one better to ask.

My approach as a Brand Therapist is intentionally (and insanely) personal. We can talk about how things have been done, if you’d like. However, I’d rather discuss how you can do things better than the competition based on who you are. I’d like to help you decide how to make better connections by using your brand—intimate connections that only you can make.

Yes, there are opportunities out there that are only for you.

Sometimes attracting these opportunities means breaking the “rules”. Sometimes this means knowing why those rules don’t even apply to your brand.

But you have to know your brand in order to make that distinction.

And in order to really get that concept, you have to understand that brands aren’t “made”. Your brand exists in the mind of every person your or your business comes into contact with—even if you don’t realize it. You can refine that brand and you can work on the way your brand is perceived, but—and I really want you to catch this—people mess this up all the time because they are trying to be something instead of using who they already are to their own advantages.

If you try to be someone else, you will fail. If you dress your brand up in a style that doesn’t match who it is, people will not trust it. Your brand already exists. Get to know it and then learn to use it. As a Brand Therapist, I help with that.

If you try to be someone else, you will fail. Click To Tweet

When you get to know your brand, you’ll also learn a few things about yourself. These realizations will be really valuable as you start to encounter new opportunities in business or otherwise. Your brand is a personal guide for how you should conduct yourself and your business in particular settings. However, if you don’t know your brand, you’re bound to be inconsistent in a way that makes it difficult for people to trust you—making it difficult for them to bring opportunities to you.

As those opportunities come your way, you’ll start to achieve things that you didn’t think could happen for you. And, quite honestly, it’s not because you got better at something or learned a new skill. Nope. More often than not, it’s because people are seeing you in a more capable light now that you’ve brought to their attention what you can already do well.

This is why I’m a Brand Therapist and not a Brand Consultant. Consulting isn’t designed to get this deep into who you are. Therapy is.

In actuality, if you watched a consultation session and a therapy session, you might notice that they don’t function very differently. But if you listen to what’s being asked—and what answers come out of those sessions—you can hear the differences.

I would prefer that people do some brand therapy with me before they try to work with their brands the wrong way. Clearly, I still work with clients after things go in some undesired direction, but I want people to really understand what they’re doing with their brands from the beginning.

It’s frustrating to get your brand wrong and then find out months, or years, later that you’ve been over-complicating it, or overlooking what was right in front of you.

Therapy is a very personal, intimate, focused journey to success. I think every brand should have that.

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