“Our brand is not simply created by us. It is us.”

In its purist form, this is the message Tannus Quatre, principal/consultant here at Vantage Clinical Solutions, will deliver at this fall’s California Physical Therapy Association (CPTA) Annual Conference in Pasadena, CA.

In a presentation titled “Positioning of the PT Brand: A Requirement for Success in Direct Access,” Tannus will teach physical therapists in attendance the basics of branding, what they can do to create a brand position that communicates value, and simple steps they can take to improve the position of the PT brand.

The ultimate goal: to provide physical therapists with the knowledge and know-how to improve the overall understanding of the PT brand among the general public, specifically as it relates to direct access.

“As we embark upon efforts to achieve mass adoption of direct access physical therapy, it is imperative that we place a collective focus on the one aspect which defines us: our brand,” Tannus states in his presentation description. “Our brand … is instrumental to the strategic direction of our profession, including efforts to change the habits of consumers, insurers and other disciplines who do not yet embrace the notion that physical therapists can, and should, be directly accessible by the consumer market.”

What components of the PT brand must be expressed consistently in order to achieve recognition as direct access providers? What can physical therapists, PT assistants, and PT students do to clearly define the brand so that others don’t do it for them? Tannus will provide clear information and actionable objectives for all in attendance.

“As members of the physical therapy profession, each of us provides one voice, one face and one experience to a profession defined collectively by us all,” Tannus said. “This is a humbling truth, as our livelihoods depend on the direction we take as a whole.”

The presentation is scheduled for Friday, Sept. 20 from 1 to 2:30 p.m. at the Pasadena Convention Center. Click here for more information about the 2013 CPTA Annual Conference.