This post was originally published on August 23, 2016, and was updated September 16, 2019.

I’ve been studying branding for therapists for some time, and I can’t deny the appeal of honing in on one area of expertise, or one target audience. These days, there are two branding trends in the mental health field: The niche, and the personal brand. The niche is a specific area of practice that typically requires extra training and/or leads to a certification. The personal brand is a specific message emerging from the life experience of the therapist. In this post, I focus on the personal brand, because I’m seeing a lot of therapists adopt compelling personal brands that focus their work and increase their influence.

But first, I want to take some time to debunk the powerful myth that in order to survive financially and help as many people as possible, therapists must be general practitioners. Okay, I suppose I am not going to debunk the myth in one paragraph, but I can at least hope to be a part, with you, of a larger conversation about changing trends in therapy practice. We therapists are proving daily that the more focused our work, the more influence it generates, because it attracts the right client. And, it is the right client that needs what only we, with our unique life experience, can offer.

To clarify, the therapists featured in this post did not target their work in an effort to fill their appointment books because their practices were failing. No. They focused their work as a result of personal experience that left them marked. You could say it “branded” them, and they couldn’t help but show it.

This is the difference between a personal brand and a niche; although, they can at times overlap. A personal brand encompasses you, as a person, and offers your vision, values, skills, and more, to others. A niche is often used simply as a marketing tool to convey a specific area of expertise to those who need it. Ideally, your niche results from your brand.

Here are those whose brand and niche are blending beautifully:

Vanessa Marin

Vanessa Marin Sex Therapy, vmtherapy.com

Vanessa Marin is a licensed therapist in California, offering online courses, as well as email and video coaching for her clients (both individuals and couples). She is a “psychotherapist and writer, special in sex.” She has been featured in the New York Times, Allure, Real Simple, and other national media outlets. Learn about Vanessa, and her work.

Chris Hoff, PhD, LMFT

The Radical Therapist Podcast, theradicaltherapist.com

Chris is “searching for the real, not the truth” in his daily counseling and consulting work, as well as his podcast conversations. A Narrative practitioner, Chris has followed his path of discovery to innovative service offerings, including Narrative community work, counseling for creatives, and executive coaching. Chris is an artist, a businessman, and a social entrepreneur, among other things. These varied interests are felt in his online presence and heard on his podcast. He epitomizes the fact that our personal experience beautifies our work and creates unlimited possibilities. Learn more about Chris, the radical therapist, here.

Alison Crosthwait

website: alisoncrosthwait.com

Psychotherapist, healer, writer, and thinker, Alison Crosthwait says, “I believe that to heal and feel alive is a lifelong practice that needs to be as open and dynamic as aliveness itself.” Alison brings her whole self to her work in such a way that it’s inaccurate to call her work one thing, which is why her description of it is multi-faceted. Offering hope, while also recognizing the pain inherent in living, Alison stand out as an honest presence in the midst of much noise. To follow Alison’s writing, sign up for her weekly blog posts.

Sarah Argenal

The Argenal Institute, argenalinstitute.com

Sarah trained as a marriage and family therapist, but chose not to pursue licensure as an LMFT in favor of becoming a certified coach. She offers resources and programs for busy parents, and thriving companies, at The Argenal Institute. She came to her personal brand from her own experience as a new parent and her struggles finding much needed support. Sarah’s mission is to “defeat the burnout epidemic that’s crushing busy parents.” Read more about Sarah, here.

Blake Griffin Edwards, LMFT

Blake is an LMFT, consultant, and behavioral health director, as well as a featured writer on PsychologyToday and PsychCentraI. I appreciate the complexity of his writing; in particular his ideas on systemic and person-centered practice. His brand is an invitation to psychotherapists to be thoughtful and intentional about their work. Blake lives and practices in Washington state. To see and follow his latest articles, visit this page.

Guy MacPherson, Ph.D.

The Trauma Therapist Project, thetraumatherapistproject.com

After taking part in a survival experience in the mountains of Utah, Guy discovered his calling:  “To help individuals who are in dire situations discover their strength and thrive.” A trained psychologist and trauma expert, Guy chose to apply his knowledge to the professional development of emerging and established trauma therapists. Today, he offers one-on-one coaching, education, and support for trauma therapists through the Trauma Therapist Project.  Learn more about Guy and his programs here.

Melody Wilding, LMSW

website: melodywilding.com

Trained social worker, writer, and leadership coach, Melody Wilding has been an entrepreneur since day 1. Working entirely from home, Melody began writing for publications and providing online coaching, while growing a consulting business that addresses challenges exclusive to women in leadership. Today, Melody is published on Forbes, and has been quoted in The New York Times. Melody’s articles are packed with practical tips for workplace dynamics, professional development, and leadership ideas for the sensitive boss. Follow her on LinkedIn, or Facebook.

Next Step

If you’re interested in how you can use a specific experience in your life to expand your reach, then check out what these counselors are doing. I hope they have served as inspiration, or at least, food for thought.

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Let's Chat

Let us know, in the comments below:

• What are your initial thoughts about personal branding?

• Are you using it now? If so, how?

• Whose story resonated with you the most?