Practice of the Practice

Building a Recognizable Brand for One of the World’s Top Private Practice Podcasts

Project Overview

In 2014, Mental Health Marketing was hired by Joe Sanok, founder and host of the Practice of the Practice podcast — a show dedicated to helping private practice owners grow, scale, and thrive. At the time, the podcast was rapidly gaining traction, but its DIY website and logo no longer reflected the professionalism or credibility of its growing audience and influence.

Joe partnered with Aaron Carpenter and the team at Mental Health Marketing to elevate his brand identity and online presence to match the success and vision of his platform.

The Problem

The Practice of the Practice brand had built an engaged following among therapists and clinicians, but its original design lacked the sophistication and scalability needed for long-term growth.

Joe needed a visual identity that would:

  • Reflect the authority and entrepreneurial energy of his podcast.
  • Create a consistent, recognizable brand across platforms.
  • Support the expansion into consulting, online courses, and community events.

The Solution

Working collaboratively with Joe, our team explored design concepts that symbolized both the professionalism and accessibility of his message. During the creative process, Joe sent over a photo of a chair — a simple, powerful image representing the therapy space, conversation, and stability.

That chair became the inspiration for what is now the iconic Practice of the Practice logo — a symbol that continues to represent the brand today.

We delivered:

  • A refined, timeless logo design centered on the chair concept.
  • A conversion-focused website showcasing podcast episodes, consulting services, and membership communities.
  • Content writing and SEO strategy to position the brand as a trusted resource for private practice owners.
  • Google Ads and marketing consultation to increase visibility and accelerate growth.

The Outcome

The results were transformative. The new visual identity positioned Practice of the Practice as a trusted, modern authority in private practice business development.

Today, the podcast is recognized as one of the Top 50 Podcasts worldwide, with over 100,000 downloads each month. The original logo design remains the same — a testament to the strength and longevity of the brand foundation established in 2014.

Since then, Aaron Carpenter has been featured as a guest speaker on the podcast and at in-person Bootcamp Coaching events, teaching clinicians how to effectively market and grow their practices.

Services Provided

  • Content Writing
  • Logo Design
  • Website Design
  • Organic SEO
  • Marketing Planning & Consultation