Hello there, and welcome back to the Mountain Practice Journeys podcast!

I’m your host, Cindy Norton.

Here in Episode 15 I’m going to talk about how to name your therapy practice. I’ll share different options and the important considerations for each.

Let’s get started.

Podcasts are growing in popularity and there are already so many great private practice podcasts out there. If you join the Trailblazer community via my seasonal newsletter you will receive a free A-Z download that includes a list of my favorite private practice podcasts.

I hope that the Mountain Practice Journeys podcast will earn its spot in your regular podcast listens.


See below for the episode show notes links and transcript…

Episode 15 Show Notes Links

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Episode 15 Transcript

Hello there, and welcome back to the Mountain Practice Journeys podcast! I’m your host, Cindy Norton. Here in Episode 15 I’m going to talk about how to name your therapy practice. I’ll share different options and the important considerations for each.

Let’s get started.

Have you been wanting to start your private practice, but you can’t seem to take that first step? Maybe you’re afraid of failure or lack confidence, or maybe the idea of running your own practice is overwhelming. I’m Cindy Norton, owner of Mountain Practice Journeys and I help therapists and counselors to love the business side of private practice. I’ll share with you practical skills and advice along with a healthy dose of inspiration so that you can be on your way to the practice of your dreams. Put on your hiking boots, and let’s get going.

If you haven’t yet listened to Episode 14, I urge you to do that. In that episode I chat with Jane Carter of Jane Carter Coaching about overcoming common fears in private practice. We talk about fear, imposter syndrome, and perfectionism and what to do about them.

Now let’s get on to today’s topic.

Coming up with a practice name can be difficult for some therapists. There are several different options. I’ll give you five examples here that can help you if you haven’t yet decided on a name for your practice.

For the first option, you can name your practice by using your own name, such as Cindy Norton, LMFT or Norton Counseling. This can be beneficial if you have already established a name for yourself in your community.

However, if you decide to go this route, I will share a bit of caution. Using your name makes it difficult to expand your practice should you want to move to a group model. It would be much easier to hire additional therapists into a practice named Asheville Counseling than it would a practice named Cindy Norton, LMFT.

In addition, some therapists sell their practices when they retire. It would be much easier to sell a practice named Asheville Counseling than it would a practice named Cindy Norton, LMFT.

I know that you may feel certain right now that you would never open a group practice or sell your practice – but, never say never. At least take this into consideration.

For the second option, you can name your practice by location, such as Asheville Counseling or Blue Ridge Therapy. I’ll share a bit of caution here too. Will you always be in your city? Can you even predict that right now?

If your practice is named Asheville Counseling and you end up moving to another city, you would likely want to change the name. There’s a lot that goes along with changing the name of your business, so keep that in mind.

For the third option, you can name your practice by specialty, such as Sunshine Child & Family Counseling or Asheville Teen Therapy. The names are really clear as to the population that is served within the practice.

With this name, you’ll want to ensure that you will be staying with that specialty throughout your career.

For my practice I opted to have the location and specialty in the name, which is AVL Couples Therapy. I absolutely love Asheville and plan to stay here for a long time. AVL is the airport code that means Asheville, and many local businesses have AVL in their name. I though it was hip and went along with the vibe of my practice.

If I ever do move I’ll probably get creative and make AVL stand for something else, or rebrand all together. Additionally, I only see couples in my practice and plan to specialize in this niche for my entire career.

For the fourth option, you can name your practice by treatment focus, such as Anxiety Counseling of Asheville or Trauma Resolution Therapy Center.

If you’re sure that you want to have a specific treatment focus for the rest of your career, this could be a great way to include your niche in your practice name.

For the fifth option, you can name your practice by metaphor, such as Lighthouse Counseling or New Beginnings Therapy. And this way of naming your practice is probably the safest bet because it it not tied to your name, location, specialty, or treatment focus.

Metaphorical names can give a visual aspect to your practice and can elicit hopeful thoughts, feelings, and emotions.

I’ve created a worksheet so that you can play around with naming your practice within each one of these categories. I realize that coming up with the perfect practice name can create a lot of pressure.

Have fun with this exercise and don’t take it too seriously. Get creative, let the ideas flow, and write down whatever comes up.

Hopefully by the end of this exercise you will have a better idea of what you would like to name your practice. But it’s okay if you don’t.

Pick a few of your favorite options and ask friends and family, and you can always create a poll in some of the therapist facebook groups and get feedback there.

This worksheet is part of my BEGIN. Group Emergence program, but I wanted to make it available to the listeners of the podcast as well. You can download the worksheet on my website on the courses and freebies page. I’ll provide a link in the show notes at mountainpracticejourneys.com/episode15

During each episode I’ll be giving you one small take away, action step, or mindset shift. I call these acorns. Listen to episode 0 to get the scoop on what the acorns are all about.

The acorn from this episode is to not put too much pressure on yourself when it comes to making decisions in your private practice. I understand that there are major decisions that you have to make when you are starting and growing a business, so I’m not saying they aren’t important. What I am saying is to take a break, rest, and remove the pressure to make a decision in this very moment.

You know that experience when you finally relax and stop incessantly thinking about the answer to some important question – and you then have an epiphany and gain clarity about the situation? That’s what I want you to make room for.

As I outlined in episode 0, I’ll be alternating between a fun fact and ‘what I’m digging’ segment with each new episode.

What I’m digging for this episode is TherapyDen. TherapyDen is a beautifully inclusive and comprehensive online directory for therapists. And it’s completely FREE to list your profile.

Here’s the description from the website: TherapyDen is the therapist directory for our modern world. We keep up with the times and evolve to reflect the society we serve.

Not only can a client find a therapist based on common issues, such as anxiety and relationship troubles, but they can search for a therapist that treats the unique struggles of today.

For example, users can find a therapist that specifically treats cultural and systemic oppression, immigration issues, white privilege, or stress caused by the political climate.

Get listed for free on TherapyDen today by visiting therapyden.com (https://www.therapyden.com/benefits)

Thank you so much for joining me today on your private practice journey.

For episode 16 I’ll be speaking with Raymond Barrett of the Telehealth Certification Institute about how to launch your teletherapy practice in a legally and ethically compliant way, so I hope you will join in for this important conversation.

There’s no way you can know how much it means to me that you choose to join me here as I share all things related to private practice. Please subscribe so you don’t miss a step. For more information about this episode, please visit the show notes page at mountainpracticejourneys.com/podcast I truly appreciate you Trailblazers. Your mountain is within reach. Journey on.

I Want You To Be Successful In Business & In Life!

Starting, growing, and maintaining a business is a big deal. It's super-exciting and super-scary all at the same time. I created Mountain Practice Journeys to support you through the difficult and muddy terrain, and to celebrate with you when you have reached each summit of the many mountains you will conquer on your journey.

Happy Climbing, Cindy

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