Transforming Your Brand: How One Behavioral Health Organization Successfully Rebranded

For over thirty years, Tri-County Respite (TCR) provided outpatient behavioral health services for residents in their residential programs and for a small group of community members who had been referred through their insurance providers. While at one time, the majority of service participants presented for services from three local counties in Pennsylvania, TCR’s service area had grown, resulting in many individuals coming from out-of-state to achieve a personalized version of recovery. Hundreds of people received services that assisted with mood regulation and resulted in reductions in psychotic symptoms and anxiety, yet "TCR" felt like a serious . . .