Hello, I Am Here

Nicole Goodrich, MS, RDN Specialty Group Chair: Private Practice

Getting the attention you are looking for is key to a successful business. Having a strong, consistent brand is an intricate part of getting and keeping that attention. A very important note: it is never too late to create or fine-tune your brand.

Let’s first talk about a little business basics. “What is a BRAND?” This buzz phrase has become the topic of so many business conversations. A brand is simply stated as the PERSONALITY of your business. Your brand gives the look, feel and emotions to your clients that goes further than your logo. ME VS. MY BUSINESS. It is important to review what are you trying to brand, focusing on the word business. Your business can be “you” or your business that you founded. For many of us, these lines can get blurry. I am the business, right? But there can be differences between you and your business.

You might have a private practice, just like me, but I also wear many other hats. Are you a lecturer? Or do you have a part-time job in a clinical setting? These are all different audiences and YOU might not be able to connect with all of your large audiences if you are only branding “you.”

CREATING A BRAND. A successful brand creates an environment for your targeted audience to connect with your business. When creating your brand, there are several things outside of colors and logos that should be thought through. How does your brand: • Represent your core values? • Illustrate and define what you are selling? • Meet your customer’s, client’s or patient’s needs? • Make you different or stand out? Work through your business’s personality that you want potential clients to experience. You can create colors, images, expressions and more that help to portray its personality. From simple signature lines, to how you reach your clients, is all tied to your brand.

By having a strong brand in your private practice, you can reach and attract the right type of clients to keep you in the spotlight.

Nicole Goodrich, MS, RDN, is a passionate dietitian who loves to travel! Over 20 countries toured and many more on the list. Now living back on the East Coast, she is so excited for some U.S. sightseeing.