The Art of Branding: How to Effectively Name and Position Your Private Practice

So what’s in a name? LOTS!  

Let’s discuss an often-overlooked aspect of starting your private practice: choosing a name! It’s an important element that influences how potential clients think about you and your office. After all, your private practice name is probably a client’s first impression of your business.  

Why is it essential to pick the right name for your private practice? 

Why is a name important?  Your practice’s  name is the heart of your brand identity. It acts as potential clients’ initial point of contact, shaping their perceptions and expectations of what you have to offer. Think about it.  Let’s say you name your practice ” Road to Recovery.” Clients will expect that you serve clients in recovery. Your name should give some clues to your therapeutic work. It opens the doors for clients to say, ”Yes! This is where I start.” On the other hand, if this is your practice name, someone looking for couples counseling will probably look elsewhere. 

Your practice name can give clues to your location, your ideal client or communicate your professional ethos, therapeutic approach, and specialty areas within the field. Names foster client trust and enhance your online search visibility by driving traffic to your practice. 

How to pick the best name for your therapy practice

So, how do you go about identifying the best name for you?  As an LMFT and private practice coach, I went through this process myself. To arrive at the name The Private Practice Pro, I went through the following steps.

This included looking at business naming tools and determining whether a domain name was available. I even found a tool that helped me figure out whether my ideal therapy practice name was already taken by someone else.

What follows is a guide to follow when selecting a name. It’s based on all the insights I’ve gained through my own process and coaching other therapists. If you follow these steps, you’ll be able to pick a name that authentically represents your therapeutic approach and personal values. Get a pen and paper and get ready to start! (Yes, I’m suggesting you write it down with a pen!)

Step 1: Reflect on Your Ideal Client and Niche 

To begin,  think about your ideal clients and niche. (If you are feeling unclear about your niche you can check out my niche workbook in my online store.)

Take a few minutes to write down adjectives and phrases that describe your niche and ideal client. You can use some post-it notes on your desk to start. Try setting a time and brain-dumping your ideas onto a piece of paper. If you are at a loss for words, or see ideas that feel overused, use a thesaurus. Add the words to your paper and revisit it as you think about a name. Circle words you feel capture you and your practice. Many of the words you use on this list might become part of your name. 

I used this process to help friends conceptualize the name for their practice. They envisioned helping moms in the postpartum period. Out of a giant brain dump, they pulled out the words “Thrive after baby.” This name encapsulates who their ideal client is and what they are trying to help them accomplish. 

Step 2: Consider your geographic location when naming your therapy practice 

In the digital age, many therapists like to include their city or state name in their business name. Adding your geographic location into your practice name can give you a leg up regarding Local SEO.  This will be a positive strategy if your work is only in a certain location. It will not be effective if you plan to move or expand one day. It may also be counterproductive if you are offering online services.  Decide whether this works for you. 

Step 3: Consider adding your approach/practice orientation

Write a paragraph or a list of words about your approach or theoretical orientation. Think about putting therapist language in both professional and lay vocabulary. An example might be, The Santa Barbara Psychoanalytic Institute. This name tells clients precisely who you are, how you work, and, in this case, your location.  

Step 4: Make It Unique Yet Clear

While creativity is encouraged, clarity should never be compromised. Your practice name should be distinctive enough to stand out in a crowded marketplace while clearly conveying the services you offer. Strike a balance between originality and relevance, opting for evocative language that resonates with your target audience. Using that thesaurus may be helpful here as you tease out your ideas and arrive as the best words for you. Avoid industry jargon or overly technical terms, opting instead for emotionally compelling language that speaks to the heart of your practice.

Step 5: Check Legal Availability and Online Presence

Before finalizing your practice name, conduct thorough research to ensure its legal availability and online viability. Perform a trademark search to verify that your chosen name is not already in use by another entity. Additionally, check the availability of domain names to secure a web address that aligns with your practice name. A cohesive online presence, including a professional website and active social media profiles, increases your visibility and credibility in the digital landscape.

Step 6: Put it All Together- Gather Feedback and Test It Out

Try it out! Ask for feedback from trusted colleagues, friends, and potential clients about  your chosen name. Present a few options and ask for honest opinions on their clarity, resonance, and memorability. You might consider conducting focus groups or surveys to gauge public perception and preference. Additionally, test your chosen name in real-world scenarios, such as mock advertisements or networking events, to see if the name is effective in capturing attention and generating interest.

Pro tip: If you are ever considering adding associates or colleagues to your practice, consider using a practice name that is more than your name. 

Remember, your practice name is more than just a label—it’s a reflection of your identity, values, and aspirations as a therapist. Embrace the opportunity to craft a name that embodies the essence of your practice and sets the stage for meaningful connections with your clients.

This is just one step on your exciting journey! Know that you’re not alone. As an LMFT and private practice coach, I’m here to support you every step of the way. See my page, The Private Practice Pro, follow me on instagram or Youtube, or listen to my podcast.

I have many more tips to assist you as you build and grow your practice. Together, let’s create a brand that leaves a lasting impression and fosters positive change in the lives of those we serve.