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Essential Movement: Building a Business and a Brand


Emily Sasser is an experienced physical therapist who specializes in pelvic health and overall wellness through improved movement. She gained experience and refined her specialty while working with another physical therapy group for many years. She continued to see the need for a flexible concierge service with a focus on wellness and pelvic health. She wanted to make it easier for busy women and moms to get the physical therapy and movement help they needed. She decided to take the leap and go out on her own and founded Essential Movement PT in 2022.

She knew she couldn’t do it alone so she reached out to us to help her establish her brand and develop her website. She knew she needed to appear professional, legitimate yet approachable.


Her client base is both men and women but the audience that she attracts and focuses on is women. She works with many women who are pre-partum, pregnant, and postpartum but also works with women of all ages who need pelvic floor support. She serves the busy mom or woman who needs someone to come to them or needs flexible appointment hours. She not only provides a service they need, she differentiates herself with her focus on convenience.


Emily is based in Andalusia, Alabama so we built our relationship via zoom, phone, and email. We met with her to discuss her experience, specialty, target audience, their need, and her solution and services. She was very clear on these things and knew who and how she wanted to serve. This is a great foundation to build a brand on.

We designed the logos, colors, fonts, and graphic elements to communicate an approachable, professional, feminine, and calming brand. Knowing most of her clients would be women, we wanted something that would be attractive to them. Emily wants her future office space and brand to feel more like a spa than a doctor’s office. Thus the calming blues and greens, natural leaf elements, and clean lines.

Because she is not local to us, she hired a photographer near here to capture her headshots, working with clients, and the process of her work. The photography will build trust and create a stronger website overall.

We took the photography, the brand direction, and what she needed to communicate to her potential clients and build a 1-page website. The website focuses on addressing the customer’s need and pain points and how she can help. She is transparent about her services and prices and makes it clear how to contact her.


1. Branding isn’t important when you are successful. It’s how you become successful.

Many times we see small businesses start their business and think they will invest time and money into branding and marketing when they are more established or profitable. But in order to be successful, you need to start with a defined brand. We live in a world where the average consumer has higher expectations of branding, website experience, packaging, social media content, etc. Branding isn’t just a logo, it's the process of identifying who you are, who you serve, how you serve, how you are different, and how you will communicate it. If you read stories of successful businesses and brands, you will see a trend. Their growth started when they identified, niched down, and communicated clearly. They invested in their branding.

2. Just Start.

Emily’s success is not solely due to her credentials or strong branding. It's also because she has not been afraid to start. Whether that was starting the business or jumping on Instagram stories. She started and tried before it was perfect. We have been so proud of her commitment to consistently showing up on social media to build connection, not just a following.

3. Ask for Help.

Emily asked us for help and we are so glad that she did! She knew she couldn’t do it all. She needed to focus on her clients and showing up on social media to build her brand. We helped her bring the brand to life and guided her on next steps to save her hours of figuring it out on her own.

It's hard to believe this when you are starting a business,

but time is just as valuable as money.


If you need help developing your brand, fill out our Services Form to see if we are the right fit for you! You can see more of our work here.

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