Branding for Therapists: What’s Your “Vibe”?

Alright, gather ’round, because I just had the ultimate branding epiphany during my recent trip along the Oregon coast. Picture this: my best friend and I hit up three different Airbnbs, each with its own unique vibe. It was like visiting three different worlds—all along the same coastline! And each “world” had me feeling something completely different, which got me thinking… this is exactly what branding is all about.

Airbnb #1: The Humble, Cozy Vibes

Our first stop was this delightfully cozy, no-frills hideaway. It was kind of like that friend who always has a warm cup of tea ready and a pile of blankets on the couch. No fancy frills here, but I immediately felt right at home. There were soft, neutral colors, earthy wood accents, and the kind of charm that only comes from worn-in furniture. The vibe? “Welcome, kick back, and just be you.”

So, I went ahead and created a mini color palette with font pairings to give you a “humble” idea, if you will…

This place was all about simplicity, which is key for brands that want clients to feel instantly comfortable. As a therapist, if your clients need a safe, grounded space to let down their guard, the right fonts, colors, and friendly language can bring this to life—even on a website! Think soft hues, warm grays, and fonts that say, “We’re just here to chat.”

Airbnb #2: The Artsy, Unique Getaway

Stop number two was a whole different energy: bold, artsy, and as unique as they come. With bright pops of color, funky art on every wall, and a record player spinning retro tunes, this place made me feel energized and inspired. It was like being transported to an art gallery with a touch of rebellion and flair.

For therapists who want to show a creative, out-of-the-box approach, this is where your brand can shine. Unique font pairings, striking color contrasts, and copy that speaks with personality can make potential clients feel, “Oh, this person gets me.” Here’s where you can use lively color combos, like mustard yellow with navy, or play around with geometric fonts that give a creative edge.

Airbnb #3: Cottage & Coastal Dream

Finally, we ended at a dreamy, coastal-inspired cottage with soft whitewashed wood, airy curtains, and a color palette straight out of a beachy daydream. Walking in, I felt instantly relaxed, like I could hear waves crashing even when the windows were closed. This spot was calm, restorative, and gave me the kind of peace you can only find when you’re on a mini vacation.

Therapists who want clients to feel renewed and safe can bring these cottage vibes into their brand with muted pastels, soft typography, and gentle, inviting language. Imagine shades of sage green, sandy beige, and ocean blue paired with clean, modern fonts that say, “You’re safe here.”

Why Does This All Matter?

Branding is about way more than just picking “pretty” colors or cool fonts. It’s about creating an experience before a client even steps into your office—or onto a Zoom call! The right brand can make clients feel at home, understood, or even a little bit of hope before they’ve spoken a single word to you. The vibe is what does the heavy lifting, welcoming clients into a space that’s uniquely tailored to them.

And just like each Airbnb on our Oregon coast trip, each brand has a purpose. It tells a story, evokes a feeling, and leaves an impression that sticks with someone. When clients visit your site, they should feel the same way they’d feel when they open the door to a space that feels like home.

So if you’re a therapist looking to welcome more of the right clients, think about your brand as a cozy Airbnb for the soul. What feeling do you want to give people when they step into your online space? Peaceful, bold, restorative? From color schemes and font combos to the tone of your words, every detail is a chance to create an experience that sticks with them.

Ready to bring those vibes to life? Then make sure you’re on my email list because I have NEW customizable Canva Brand Kits launching in December 2024. (YAY!)

Feel free to join HERE and we’ll chat soon!