As therapists, we train rigorously and passionately because we want to get better at easing other people’s suffering. We want to support and understand our clients in new ways so they can grow into their best selves. We don’t become therapists because we crave the spotlight or want to be recognized on the street for our massive social media following. And we certainly don’t become therapists to create Instagram reels between sessions, scroll through website templates, or distill a mission statement into a catchy logo or six-word tagline.

And yet, in today’s world, branding has become an essential tool for therapists who want to attract clients, build a career, and even shape the cultural conversation around mental health. Time magazine’s most influential people list includes psychiatrists Vikram Patel and Bessel van der Kolk, and psychotherapist Esther Perel has been named to Oprah Winfrey’s list of visionary leaders. Even though developing a brand may feel uncomfortable and overwhelming to many introverted therapists, few can opt out of it entirely.

To help, we asked nine successful mental health practitioners about the most powerful steps they’ve taken to brand themselves—and learned that great branding can be counterintuitive. So don’t be surprised if you’ve never heard advice like this before.

Go Public with Your Story

Sahaj Kaur Kohli

The founder of Brown Girl Therapy shares her countercultural secret to building an online community.

Keep Social Media Simple

Nedra Glover Tawwab

One of the world’s most popular Instagram influencers offers her evolving take on social media.

Collaborate Wisely

Alexandra Solomon

After landing a Masterclass series, a renowned relationship expert shares her hard-won formula for discerning what projects to accept and which to turn down.

Find the Right Mentors

Terry Real

The developer of RLT recounts the surprising path he took to write his first bestselling book.

Tell the Truth—Even When It’s Hard

Sara Kuburic

The Millennial therapist who took social media by storm shares what sets her apart from other influencers.

Let Changing Priorities Shape Your Focus

Vienna Pharaon

The bestselling author and podcaster shows you how less can be more in branding.

Be Willing to Challenge Norms

Dené Logan

The popular podcast host and author reveals the key she discovered to showing up authentically in the public sphere.

Do the Opposite of Branding

Elizabeth Earnshaw

A renowned therapist, author and influencer challenges the popular wisdom behind branding yourself as a therapist.

Align Your Brand with Your Mission

Mariel Buqué

A trauma expert and author offers some key questions she used to bring meaning into branding a practice.