“Active Marketing has been nothing short of amazing. We searched for six months to find a company to assist us in branding and developing our internet presence. Once we met their team, we knew right away Active was going to be our choice. No matter what the task is, Active is willing to help us make it the best. They strive for quality in service and making their customers feel like family. Active Marketing’s staff members have exceeded all of our expectations and continue to help us climb the ladder to be the best.”
– Chris Foster, Director of Marketing, Achieve Behavioral Healthcare
ACHIEVE Behavioral Healthcare
ACHIEVE Behavioral Healthcareprides itself on being one of the most accessible continuing care treatment facilities in the United States—but when they contacted us, their brand wasn’t demonstrative of everything that made them a successful, effective addiction treatment program.
Re-Imagine a brand without losing brand equity during discovery, we found that ACHIEVE enjoyed some equity in their brand name, but everything else about them needed re-imagining.
Our challenge: keep their brand equity intact while better defining and displaying ACHIEVE’s vision, mission and values to its target audience.
Step 1: Defining the Target Audience
We started by learning about ACHIEVE’S ideal client and determined their target audiences and segmentation. The main segmented groups included:
- The client to be treated
- The client’s loved ones
Step 2: Define ACHIEVE’s Brand Personality, Vision, Mission and Values
Next, we sought to define ACHIEVE’s vision, mission, values. This involved several internal brainstorm sessions. We also conducted extensive interviews with ACHIEVE’s staff members and applied industry-specific research to every design decision. From this, we created a unique and effective brand that resonates with ACHIEVE’s target audience to produce maximum lead conversions.
Along the way, we also defined ACHIEVE’s brand personality, which is:
- Young, Masculine and Determined
- Trusted and Ethical
Step 3: Get Results
With the foundational pieces in place, our team got to work and created a brand book that included each of the items listed above and also documented ACHIEVE’s writing style, color palette, typography, logo usage and photography styles. View the brand book here.
We also redesigned and developed ACHIEVE’s website so that it was responsive, meaning it would display appropriately across all devices.
Lastly, we designed several print pieces, including a trifold brochure and an event table-top display.
Ultimately, we were able to strengthen ACHIEVE’s existing brand equity and reintroduce ACHIEVE Behavioral Healthcare to its target audience.
The Value in Professional Branding
ACHIEVE Behavioral Healthcare was an example of a brand that had become a pale representation of its vision, mission and values. Through our work, we helped ACHIEVE update its presence and preserve its strength in the market.
Now more than ever, a professionally designed brand that is congruent with your organization’s mission, vision and values is critical. By determining who and what the brand is, all marketing efforts can be aligned, which in turn creates a unified voice in all marketing materials and builds trust with consumers.