How correct positioning and unified communication help Marketing?
In an industry where empathy prevails and therapy-seeking decisions are predominantly emotional, achieving the right positioning that aligns with clients’ needs and using familiar and resonant communication was of utmost importance.
(WHAT WE DID)
What’s the Brand USP?
• Four conveniently located therapy offices in Bucharest.
• Embracing a contemporary, empathetic, and approachable style.
• A strong partnership with over 60 therapists, ensuring extensive availability.
• Marian, seeking a solution for a specific issue (with potential for continued engagement based on results).
• Ioana, facing multiple life challenges, requiring ongoing, long-term support.
• Luiza, dedicated to personal development, enthusiastic about exploring various tools and activities to maximize her potential.
Voice / Tone
An empathetic and reassuring tone, creating a sense of safety. We provide reliable and valuable information in a relaxed, personalized, straightforward manner, addressing you directly. Our approach emphasizes positivity and avoids negatives, always offering constructive perspectives.
Slogans / Messages / Ideas / Benefits
• More than a hub, we’re a united community.
• Creating a safe space for your journey.
• Discover a place where vulnerability is valued.
• Diverse expertise and specialties at your service.
• Find the therapist who’s right for you.
Fears / Client problems
• Concerned about potential judgment during therapy sessions.
• Struggles with social anxiety, making phone appointments challenging.
• Has difficulty finding a therapist who meets their needs
The Desired Brand Image
• Carer: An empathetic, approachable, and open-hearted brand that thrives on helping, providing guidance, and offering unconditional support to the community without expecting anything in return.
• Sage: A brand that champions experience, expertise, specialization, and education. It collaborates exclusively with trained professionals and enriches the community by providing valuable informational resources.
We know what it’s like / We’ve been there / It’s normal to / We often do / We’re here / When you feel it’s hard / It’s not easy / We advise you / We help you / We understand you / We take care of ourselves / You deserve to… / Together / Support / We are together
• “Multiple spaces, multiple therapies, all in one place filled with empathy and understanding.”
• “Emotional growth is our shared journey.”
• “A space where being yourself is effortless, and therapy is no longer a taboo topic.”
Discover the Brand Strategy or see how we applied it in Communication or Visual Identity