Can Your Management Team Answer These Three Questions About Your Brand Name?

Until recently, many organizations in the behavioral health and social service space haven't been very focused on competition for consumers—and distinguishing themselves from competitors in particular. But, the growing percentage of people in consumer-directed health plans and the increasing proportion of behavioral health spending paid directly by U.S. consumers (now at 9%) has changed all that.

This environment has increased the need for a clear brand identity. Branding is the culmination of various images-as-symbols and associations that are invoked when a product is mentioned. A brand is built upon the . . .