Where to Start with Branding (Especially if You're a Therapist)
4 grounded tips to help you start branding with clarity and intention
Branding is one of those words that gets thrown around a lot—but if you’re a therapist, healer, or coach, you might be wondering what it actually means for you.
It’s not just a logo. It’s not just your colors or your website.
Branding is how people experience your work—before they even work with you.
It’s the feeling someone gets when they land on your site. The tone in your writing. The way you describe what you do. It’s the thread that ties everything together and helps potential clients think, this feels right.
Most of the women I work with know they want their brand to feel more aligned—but they’re not exactly sure what that means. They’re not trying to build a flashy brand or spend hours on social media.
They just want their practice to reflect who they really are, and to connect with the right people in a way that feels honest and clear.
I get that.
I’ve been creating art and design for as long as I can remember. I was the girl in high school carrying around gel pens and insisting my friends use my colors to sign my yearbook.
I care deeply about the details—not just making things beautiful, but making them yours. That’s the energy I bring into branding: thoughtful, one-of-a-kind design that reflects who you are and what you stand for.
So where do you start?
Let’s keep it simple.
1. Begin with your story—not your logo.
It’s tempting to jump straight to the visuals, wondering ‘Do I need a logo for my therapy practice? What colors should I use? What about a website?’
But the most aligned brands I’ve worked on—especially for therapists, coaches, and purpose-driven women—start with something deeper: your story.
Ask yourself:
Why did I choose this work?
What values guide how I show up with clients?
What do I want people to feel when they come across my practice or website
What makes my approach different?
This kind of reflection gives your brand roots. It helps you show up clearly and consistently—whether you're introducing yourself in a consult call, writing your about page, or choosing imagery for your site.
If you’re not sure where to begin with those questions, I created a free guide to help you get started.
👉 5 Questions to Brand Clarity walks you through simple prompts that can help you name the heart of your brand before you ever open Canva or hire a designer.
This is exactly where I start with my clients—and honestly, where I start with myself anytime I’m shifting my offers or writing new copy.
Before I touch color palettes or typography, I get quiet and ask: What am I really trying to say? What matters most here? That clarity makes every design decision that follows so much easier.
2. Define your brand’s vibe
If your brand had a mood or atmosphere, what would it be?
Would it feel calm and steady? Energetic and warm? Rooted and intuitive?
Choosing a few brand vibe words—3 to 5 adjectives that describe the tone and energy of your brand—can help you stay focused as you make visual and messaging decisions.
These words become an anchor for everything from font selection and color palettes to how you write your website copy or IG bio.
Some example brand vibe words:
Grounded
Warm
Spacious
Empowering
Soft
Focused
Creative
Quirky
Wise
Delightful
Imperfect
Your brand doesn’t have to fit into a single box. It can hold contrast. The key is naming what you bring to the work, so your presence feels cohesive and intentional across every touchpoint.
When I was refining Most Beautiful Design, I kept coming back to words like intentional, vibrant, grounded, and artful. Those words helped guide everything—from my logo to the way I write my emails. They’re not just decorative—they’re directional.
3. Just start noticing
If you’re still in the early stages or DIY-ing your brand, it’s okay to be in observation mode. You don’t need to have all the answers yet. What you can do is start paying attention.
Your brand is already forming. The more you pay attention, the easier it becomes to shape it with clarity.
✦ Create a private Pinterest board
Save visuals you’re drawn to—colors, imagery, layouts, even Instagram posts or quotes that reflect the energy you want to express. Over time, you’ll start to notice patterns in what feels right to you.
✦ Track the language your clients use
Keep a running list of the words your clients use to describe your work—phrases from emails, testimonials, or conversations. Save them in a Google Doc so you can easily refer back when writing your bio, website, or marketing copy.
The way your clients talk about working with you often holds the clearest reflection of your brand. Their words can help shape your messaging in a way that feels authentic—and will resonate with others like them. Using real language from your clients (instead of jargon or borrowed marketing speak) creates connection. It tells prospective clients, “Yes, this is what you’ve been looking for.”
I do this in my own business too. I keep a running list of words my clients use in emails, testimonials, even Zoom calls—things like “I love that you get my style and vibe so much,” “thoughtful process,” or “polished, joy-filled.”
Those phrases aren’t just compliments—they’re clues. They tell me what’s working and help guide the way I talk about what I do.
You can do the same with your brand.
4. You don’t have to do it all yourself
Branding isn’t just about visuals—it’s about feeling aligned in how you show up. And while some parts of that journey you can absolutely navigate on your own, it’s okay to ask for support when things start to feel muddy or overwhelming.
Whether you're building something new or refining what already exists, starting with your story, your vibe, and your voice will give your brand direction that lasts.
You don’t need to have it all figured out. You just need a place to begin.
I’ve learned this one the hard way. For years, I tried to do everything on my own—juggling branding, content, design, and strategy.
But the truth is, we all need mirrors. People who can reflect back what’s working, hold space for what’s hard, and remind us we’re not doing this alone. That’s what I try to offer my clients—and what I’ve needed myself at every stage of building my business.
If you’re craving that kind of space, you’re warmly invited to Wins & Wisdom—a monthly check-in for women business owners who want to celebrate what’s working, talk honestly about what’s hard, and connect with others who get it.
It’s not a networking event. It’s not a webinar. Just real conversation and genuine community with other women who believe in lifting each other up.
Final Thoughts
If you’re a therapist, coach, or healer and you’re craving a brand that reflects your work more honestly—without the overwhelm—you’re in the right place.
This post is a starting point, not a checklist. Your brand doesn’t have to be perfect. It just has to feel like you.
That’s why I created a resource to help you take the first step.
👉 5 Questions to Brand Clarity is a free guide designed to help you define the story, energy, and direction behind your brand—before you ever touch a color palette.
You don’t need to be a designer to create something beautiful.
You just need clarity, curiosity, and a little support along the way.
Hiya! I’m Lexis, the author of this blog.
If you’re here to build a brand that feels beautiful, meaningful, and true to you, I’m so glad you found your way.
At Most Beautiful Design Co., I blend intuition, creativity + strategy to help purpose-driven entrepreneurs craft brands that truly reflect who they are.
When I’m not designing, you’ll find me watercoloring alongside my kids, wandering outside, or cozied up with a good book on something I can deep-dive into (creativity, business, or personal growth are always at the top of my list). And yes—color makes me ridiculously happy.
Curious about what lights me up and how I work?
Start here to get a feel for my vibe, or peek at my services if you're dreaming up a brand or website that finally feels like you.
