Guest Blog: Branding for Therapists Who Want to Stand Out Authentically: An Interview with Jordin, Owner of Unica Formo
When you think of branding and website design, therapy may not immediately come to mind. But for Jordin Brinn, a designer specializing in helping therapists and private practices, the two go hand in hand.
Jordin has been immersed in design for as long as she can remember. She got her first computer at nine years old and immediately began building websites for hobbies, sports teams, and anything else that caught her interest. By that age, she was already designing birthday invitations in Photoshop, laying the groundwork for a lifelong passion in creative design.
After gaining experience at an agency and doing plenty of white-label work, Jordin realized she wanted more intentionality in the clients she chose. “I wanted my client list to be full of people I respect and feel aligned with,” she explains. “Therapists ended up being a natural fit. I’ve had amazing therapists throughout my life, and being able to help those who spend their days helping others felt really meaningful to me.”
What Branding Really Means for Therapists
“Branding is often thought of as logos or colors, but it’s so much more than that,” Jordin says. “It’s the story behind your business — who you are, who you help, how you help them, and the feeling people get when they interact with anything connected to your practice.”
For therapists, communicating that story online can feel challenging. That’s where Jordin’s branding process comes in. Her branding workbook helps clients reflect on why they started their practice, what makes them unique, and the transformation they provide for clients. Many of her clients report that this reflective process is grounding and illuminating.
“It can be hard for therapists to talk about themselves online because you’re used to focusing on others,” Jordin notes. “My job is to help pull that story out in a way that feels honest and natural — not marketing-y, just connection.”
She also sees some common pitfalls. Inconsistency across platforms, imagery that focuses on client problems instead of possibilities, and difficult booking processes can all hurt a practice’s credibility. Jordin emphasizes that authenticity comes from alignment across visuals, words, tone, photography, and layout. “Even if two therapists share the same specialty or color palette, their websites should feel completely different because the design reflects their personality and values,” she says.
Helping Therapists Find Their Niche
Before branding comes clarity. Jordin works with therapists to define their niche and identify who they want to serve. Her workbook guides clients through self-discovery, competitor research, and articulation of what makes their approach unique.
“I often hear therapists say, ‘I don’t want to narrow down; I can help anyone,’” she says. “Niching doesn’t mean you’re turning people away. It means you’re connecting more effectively with the people you can help the most. Everything from your messaging to your marketing becomes easier once you know who your ideal client is.”
Jordin cites a favorite example: Wildflower Root Therapy. Through a rebrand, this therapist refined her niche to focus on women in Atlanta healing from motherhood loss and identity shifts. The result? She’s now attracting the clients she’s most excited to work with, rather than anyone who might fit loosely.
The Design Process, From Discovery to Launch
Jordin’s approach begins with a phone consultation, where she gets to know the therapist, their clients, and what they hope to achieve. From there, she provides access to a client portal and the branding workbook.
“I spend a full day reviewing the workbook responses before the project officially starts,” she explains. “That way, I fully understand who they are and what makes them unique.”
Next comes a mood board to set the aesthetic direction — colors, fonts, and overall vibe. Only after that does she begin designing the homepage and other website pages. Feedback is incorporated along the way, and a post-launch support period ensures therapists have videos and resources to manage updates independently.
When asked how she ensures each site feels unique, Jordin says, “No two therapist websites I build are the same. Everything is based on personality, values, and the type of space they create for clients.”
As for trends, Jordin is cautious. “I don’t follow trends for the sake of trends. Authenticity resonates more than aesthetics, and my job is to make the therapist’s brand feel real, not just stylish.”
Practical Tips for Therapists on a Budget
Even if a therapist is working with limited resources, there are actionable steps they can take today to improve their brand and website:
Cohesive colors and fonts: Pick a few colors and one or two fonts that represent your practice. Make a mood board in Canva using free templates to see how it all fits together.
Website tweaks for SEO: Ensure every page has proper SEO settings, including H1s that target your location and ideal clients. Even small changes can help potential clients find you.
Branding also builds trust before a client even books a session. Consistency across visuals, words, and messaging communicates reliability and professionalism.
“Copywriting is crucial,” Jordin emphasizes. “You can have the most beautiful design in the world, but if your message doesn’t resonate, it won’t matter. Words and visuals need to align, and ideally, messaging should come before design. Brand photos are just as important — authentic images that reflect you help reinforce trust and connection.”
Advice for Therapists Launching or Rebranding
Jordin’s top advice? Take your time and reflect.
“Sit down and think about who you are, who you want to help, and how you want to show up,” she says. “Don’t rush because of budget or deadlines — this is a major step in your business.”
She also encourages therapists to carefully choose collaborators like copywriters, photographers, and designers. “Read real reviews, not just social media posts. Make sure you vibe with the people you hire; it makes the process smoother and more enjoyable.”
Knowing when to refresh your brand or website is often intuitive. “Ask yourself: Does your website feel like you? Are you proud to send people there? If you’re avoiding it or struggling with graphics because you don’t know where to start, it’s time,” Jordin says. Other signs include adding new practitioners, moving locations, or a site that hasn’t been updated in 5–10 years.
Connect With Jordin Brinn
If you’re ready to take your brand or website to the next level, Jordin invites you to connect:
Website: www.unicaformo.com (you can schedule a free discovery call!)
Instagram: Pop in to see tips and updates
Newsletter: Monthly insights with quick branding and website tips, plus behind-the-scenes glimpses into Jordin’s life as a mom, wife, and designer
“Building a brand and website is about connection,” Jordin says. “I want clients to feel seen, supported, and confident — and I also love building authentic relationships along the way.”
