In the June2025 Private Practice journal from the British Association for Counselling and Psychotherapy (BACP), my colleague Jamie Smith has an article about the challenges of personal branding as a therapist in private practice:
https://www.bacp.co.uk/media/22959/bacp-private-practice-june-2025.pdf
If you are a BACP member, you should be able to access the article for free.
It’s well worth the read, even for practitioners who have been in private practice for a while because the ways that people are accessing therapy have changed a lot since 2020…