Rebranding Recommendations | Community Behavioral Health

About the Organization

Community Behavioral Health (CBH) is a renowned and influential organization dedicated to providing behavioral health services to individuals in Philadelphia, Pennsylvania. Established as a nonprofit managed care organization, CBH operates as part of the city’s Department of Behavioral Health and Intellectual Disability Services. CBH oversees the delivery of behavioral health services, including mental health and substance abuse treatment, to Medicaid recipients and uninsured individuals in Philadelphia. The organization collaborates with a network of providers and community organizations to ensure accessible and high-quality care for individuals in need. CBH plays a crucial role in coordinating services, advocating for individuals, and promoting recovery and wellness within the community. With a commitment to person-centered care and a focus on enhancing the overall well-being of Philadelphia residents, CBH continues to be a vital force in the behavioral health landscape of the city.

About the Project

Creative Repute was engaged to support the rebranding efforts of CBH, a non-profit organization committed to being a trusted advocate for improved health and well-being. Working closely with CBH, Creative Repute collaborated on refining the organization’s messaging and tone to align with its industry focus on mental and behavioral health. This included developing compelling taglines that evoke a sense of wellness, providing recommendations to enhance CBH’s public image, and highlighting its distinctiveness within the competitive landscape. Leveraging insights from discovery reports and focus group findings, CBH’s internal team has utilized Creative Repute’s expertise to strengthen their branding and expand their internal communications, ultimately aiming to improve public perception and a brand image that resonates with members and the wider community.

Our Approach

Creative Repute took a comprehensive approach to the CBH project, starting with a thorough audit of the existing brand. We analyzed CBH’s current brand identity, messaging, and visual elements to identify areas of strength and areas that needed improvement. This audit provided valuable insights into CBH’s brand perception and served as a foundation for the rebranding process.

In addition to the brand audit and SWOT analysis, we conducted extensive market research to gain a deep understanding of the behavioral health industry, its trends, and the competitive landscape. This research allowed us to identify target audience segments and their specific needs, enabling us to tailor our messaging and marketing strategies effectively.

To gather further insights, we conducted focus group sessions with key stakeholders and individuals who have interacted with CBH’s services. These sessions provided invaluable feedback on CBH’s current brand perception, strengths, weaknesses, and opportunities for improvement. The feedback gathered from the focus groups informed our strategic decision-making and helped shape the new brand direction.

Based on the findings from the brand audit, SWOT analysis, social media analytics, market research, and focus groups, we developed a comprehensive marketing strategy for CBH. This strategy encompassed targeted messaging, visual identity guidelines, and recommended channels for reaching the desired audience segments. Our goal was to position CBH as a trusted name in behavioral health and highlight its commitment to fostering wellness and community well-being.

Throughout the process, we continuously evaluated CBH’s brand positioning and messaging to ensure consistency and effectiveness. We worked closely with CBH’s internal team, providing guidance and support.

By conducting a comprehensive brand audit, performing market research, identifying target audience segments, and developing a tailored marketing strategy, Creative Repute positioned CBH for success. The resulting rebranding efforts aimed to elevate CBH’s brand perception, attract the right audience, and effectively communicate CBH’s commitment to improving behavioral health outcomes for the community.

Project Challenges

The CBH project presented several unique challenges that required careful navigation and strategic solutions. One of the initial challenges was the complex and sensitive nature of the behavioral health industry. We recognized the importance of approaching the project with empathy, ensuring that our messaging and branding efforts would resonate with CBH’s target audience while remaining sensitive to their unique needs and experiences.

Another challenge was the importance of differentiating CBH from its competitors. The behavioral health landscape is crowded, with numerous organizations offering similar services. To stand out and effectively communicate CBH’s value proposition, we needed to develop a distinct brand identity that captured the essence of CBH’s mission and services.

Additionally, the rebranding process required aligning multiple stakeholders within CBH. As a non-profit organization with diverse perspectives and internal teams, it was crucial to involve key decision-makers and ensure their buy-in throughout the project. We facilitated open communication and collaboration, addressing all concerns or reservations about creating a unified vision for the new brand.

Our team worked diligently to streamline processes, prioritize deliverables, and maintain clear communication to ensure timely progress and successful project outcomes.

Creative Repute successfully navigated the complexities of the CBH project. We approached each obstacle with strategic thinking, effective communication, flexibility, and a client-centric focus, ultimately delivering a rebranding solution that met CBH’s goals and positioned them for continued success in the behavioral health industry.

Outcome

The rebranding collaboration between Creative Repute and CBH marks a significant milestone in CBH’s journey to establish itself as a trusted name for a healthier community. Through an in-depth understanding of CBH’s objectives, Creative Repute developed a comprehensive rebranding strategy beyond visual elements, encompassing messaging, tone, and public perception.

Using Creative Repute’s discovery findings, including focus group insights, CBH gained valuable insight to inform the rebranding process and strengthen its rebranding goals. This allowed CBH to go beyond a visual rebrand, offering strategies to improve public perception and effectively convey its mission to members and the general public.

The anticipated outcomes of the rebranding efforts include clearer messaging, a recognizable brand identity across platforms, increased website traffic through social media and newsletters, and improved engagement metrics. By tracking key performance indicators such as impressions, reach, and overall views, CBH will be able to gauge the success of its brand awareness initiatives and its ability to drive meaningful conversations within its community.

Creative Repute’s collaboration with CBH showcases the power of a well-executed discovery process and marketing strategy to effectively communicate an organization’s values, establish a distinct market position, and drive positive outcomes. Combined with a member-centric approach, the final report better positions CBH as a forward-thinking and trusted establishment in its field.

Overall, the CBH project has achieved significant milestones towards enhancing the organization’s brand perception, fostering community engagement, and raising public awareness of their vital services. Through close collaboration with CBH and the implementation of strategic solutions, Creative Repute has laid a solid foundation for CBH’s future growth and success in the behavioral health industry. The project has generated positive momentum and positioned CBH for continued advancement in their mission to support the well-being of the community.