In this episode, Patrick Casale talks with Kimberly and Justin Slagle, branding experts and founders of Practicery, a no-BS branding studio for therapists, about why therapists (and all service providers) should ditch the outdated marketing cliches and embrace authentic, vulnerable branding.

3 Key takeaways:

1. Authenticity Over Credentials: Credentials do matter—but what attracts clients is your realness, relatability, and willingness to show up as a human, not just a list of titles.
2. Show, Don’t Tell: Paint the experience. Clients want to know what it’s like to work with you—use your content, visuals, and messaging to show that from the very first impression. Make your website and marketing feel like YOU.
3. It’s OK to Pivot—and Imperfect is Better Than Invisible: Your brand should evolve with you. Don’t let perfectionism stop you from launching—put it out there, refine it as you go, and don’t be afraid to shift direction as you grow.

More about Kimberly and Justin:

Kimberly and Justin Slagle are the creative duo behind Practicery, a no-BS branding studio built by a therapist and a designer who actually get this field. They partner with helpers, healers, and therapist-run businesses to craft brands, websites, and messaging that sound and feel like the real you—human, grounded, and impossible to ignore.

If your brand or website feels a little “off” and you’re not sure what’s missing, they offer personalized web and brand audits—it’s honest, strategic feedback from people who actually get therapists and what you’re trying to build.

And they’re also about to launch something new that they are really excited about: Practicery Pop-Ins! These are creative, midday drop-in sessions for therapist business owners to brainstorm, get inspired, and connect with other people doing the same damn thing. No pressure, no fluff, just smart support and real talk.

1. Website: practicery.com
2. Facebook Page: facebook.com/practicery
3. Facebook Group: Therapists Who Brand

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Thanks to Our Sponsors: The Receptionist for iPad & Alma!

✨ The Receptionist for iPad

Thanks to The Receptionist for iPad for sponsoring this episode.

The Receptionist offers an iPad list check-in option where clients can scan a QR code to check in, which negates the need for you to buy an iPad and stand. Go to thereceptionist.com/privatepractice and sign up for a free 14-day trial. When you do, you'll get your first month free. And don't forget to ask about our iPad list check-in option.

✨ Alma

Thanks to Alma for sponsoring this episode.

Building and managing the practice you want can be challenging. That’s why Alma offers tools and resources to help you build not just any practice, but your private practice. They’ll help you navigate insurance, access referrals who are the right fit for you, and efficiently manage administrative tasks — so you can spend less time on the details and more time delivering great care. You support your clients. Alma supports you. Visit helloalma.com/ATPP to learn more.

Mentioned in this episode:

The Receptionist for iPad

I want to thank The Receptionist for iPad for sponsoring this episode. From new patients faced with an empty lobby and no idea where to find their therapist to clinicians with a session running over time and the doorbell ringing, some of the most anxiety-ridden moments of a therapy appointment happen before a session even starts. The Receptionist for iPad, helps you tackle some of that pre-appointment apprehension and anxiety. The Receptionist for iPad is an easy-to-use digital client check-in system that helps your visitors check in securely to their appointments and notify their practitioners of their arrival via SMS, email, or your preferred channel. No more confusion, and less lobby checking or having clients sign in on paper logbooks. It can even help you upgrade and update your demographic information for your clients as well and even validate parking. Start a 14-day free trial of the Receptionist for iPad by going to thereceptionist.com/privatepractice. Make sure to start your trial with that link and you'll also get your first month free if you decide to sign up.

Alma

I want to thank Alma for sponsoring this episode. Building and managing the practice you want can be challenging. That’s why Alma offers tools and resources to help you build not just any practice, but your private practice. They’ll help you navigate insurance, access referrals who are the right fit for you, and efficiently manage administrative tasks — so you can spend less time on the details, and more time delivering great care. You support your clients. Alma supports you. Visit helloalma.com/ATPP to learn more.