Q. What is branding?
A. Simply put, a brand is a promise. By identifying and authenticating a product or service, branding delivers a pledge of satisfaction and quality. In the case of Anderson & Anderson Anger Management Services, the pledge is that all providers 1) have completed 40 hours of training in the Anderson & Anderson curriculum, 2) use the Conover Assessment and the Anderson & Anderson client workbooks, and 3) subscribe to the latest developments in the field of anger management by completing 16 hours of continuing education annually.
A brand is a promise of quality. Coke and Pepsi and McDonalds promise quality taste and consistency in their products worldwide. UPS and Southwest Airlines are equally as predictable in the promise of low prices and on time service.
Niche areas such as Anger Management and Executive Coaching as well as Psychotherapy can be branded in the same fashion. In Anger Management, you are better off by seeking training and certification in a curriculum that is well known, has high Internet Saturation and is the most widely used model in your state or country. In Executive Coaching, a provider may seek training and affiliation with the dominant model or rely on the most recognized Certification Organization for affiliation. (ICF)
For psychotherapy, Managed Health Care is, unfortunately, only interested in the least costly intervention. Consequently, training and demonstrated competence may be recognized by patients but may have little bearing on those responsible for paying for the services. Nevertheless, it is best to brand your practice on a theoretical orientation that is already recognized (Cognitive Behavioral).
For the last thirty years, Toyota of was the brand of cars for reliability, economy and high resale value. Toyota has now lost some of ifs brand prowess based on the current crises. In Psychotherapy, Psychoanalysis and dynamically oriented psychotherapy no longer wins favor from Managed Health Care Organizations.
The Conover Anger Management assessment determines a client’s level of functioning in recognizing and managing anger and stress, level of assertive communication, and the degree of emotional intelligence. The Anderson & Anderson curriculum is focused on skills to enhance functioning in these four areas: anger management, stress management, communication and emotional intelligence. This separates this model from all others.
Q. Why is branding important?
A. It prevents the danger of being anonymous. Branding provides answers to a lot of clients’ questions, such as:
Who are you?
· What do you sell?
· How are you different from those offering similar services?
· Why are you better than your competitors?
· Why should I enroll in your program?
In summary, the degree to which your practice is recognized by potential clients will determine your perceived credibility and consequently your success.