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NOTES FROM THE EDITOR

Fulfilling Your Promises

I'm not perfect. Sometimes I fall down a junky YouTube rabbit hole.

Lately, the algorithm has been feeding me reviews of the new Meghan Markle's (Sussex) cooking show.

Every reviewer starts with the same line:

"I watched it so you don't have to..." proceeding to torch the show to ashes.

For a TV show that depends on viewership, that kind of “endorsement” does the opposite of helping.

The main complaint about the show is that its inauthentic and dull.

In other words, it doesn't live to its Brand Promise.

That’s the thing most people get wrong about building a personal brand: They focus on how it looks, instead of what it delivers.

A strong brand, especially for a therapist in private practice, isn’t about a clever tagline or pretty colors. It’s about creating a clear promise… and then actually living up to it.

For example: a therapist who wants to be regarded as a caring and thoughtful provider must fulfill this promise by making their clients feel cared for every step of the way. From the first contact to their final session.

Right now, with all the noise from AI, content shifts, and platform changes, there's a big push for building a personal brand. But really, what we’re talking about is your professional reputation.

And too often, people build a brand with no real strategy to back it up. We tend to look at "personal" brands of famous personalities and entrepreneurs and emulate the way they present themselves.

But behind that persona, there's experience, strong business strategy, a robust marketing funnel, and dedication to their audience and clients.

In private practice, your brand promise is what makes you stand out. It’s how you build trust. And trust is the foundation of a full, sustainable caseload.

📰 And now to the news!

P.S. Curious if your brand is helping or hurting your practice? Reply and tell me what’s on your mind.

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LAST CHACE!! Explore Simple Practice for up to 7 days FREE.​

NOTEWORTHY

10 Founders Of 2025

The 2025 Female Founder 500 list features 10 Behavioral Health Founders who are making a difference in business.

While candidates were assessed largely on their performance and accomplishments, the 500 list is diverse in terms of generating revenue.

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BUSINESS AND PRIVATE PRACTICE

Insurance Denials

The founder of the nonprofit Cover My Mental Health (CMMH) offers practical advice for navigating insurance denials related to therapy services.

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INDUSTRY NEWS

Compassionate AI

A new study in Communications Psychology found that AI-generated responses were rated 16% more compassionate than those from crisis counselors. Participants preferred the AI 68% of the time.

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FINAL THOUGHTS

When I work with clients, the first thing we focus on is their brand.

And the first step for brand definition is a deep dive into understanding their niche and ideal clients.

Without taking this first step, we can't create a promise that we can keep.

So today, as you think about your own brand promise, take a few minutes to reflect on this:

• Who are you making this promise to?
• And how can you make the experience of working with you feel even better for them?

See you next week,

Avivit