My brand is a not-for-profit mental health center that provides the following services:

Individual and group psychological interventions (assessments and therapy) for children and teenagers (6-17 years old), adult therapy (18 years and above), couple and family therapy, sexual abuse and trauma intervention for victims., conduct training and provide support for those with Autism, employee Assistance Program for corporates

Because it is a community-oriented center, it is about to begin to conduct mental health related programs in the community for corporates under their CSR initiatives. These programs can be for any of the targets in the aforementioned services. It may be important to further note that the brand heavily slashed the fees for the children and adults services in order to make mental health services accessible and affordable - our differentiator.

I think this course is excellent for brands that do not offer several services for distinct target audiences. I may be wrong, but I am still stuck on how to focus this mental health brand.

Below is the first draft of the brand promise statement:

For children, youths, adults, couples, families, and communities [that are struggling to cope with life stresses*], we offer life-changing mental health services that are accessible and affordable. Till date, we’ve transformed the lives of 550+ people through our mental health services and our professionals go beyond by training socially responsible mental health practitioners.

* not relatable enough. will change later

The initial part doesn't sound right. It looses focus and emotion.

You talked about the ideal customer who keeps coming back who wants what we are doing and connect with the reasons why we do it? Our regular clients are adults (18 years and above) and next to them are children (6-17 years). We want to simultaneously attract corporates who are interested in mental health. So. children, adults, and corporates are key for us.

My feelings: I feel that each service needs its own brand promise in order to emotionally relate to their relevant target audiences. But how is that practical in this branding process that I have just done? More so, it doesn't seem practical to narrate different brand promises on the home page of a website [on that note, I was actually thinking that if I am able to successful narrate a brand promise that covers children, adults, and communities in the homepage, I may then narrate a more specific and relatable brand promise for each target audience in the pages that describe their services respectively]

For individuals, families, and communities that..... | For children, adults, and communities that..... | For communities and individuals aged 6-45 years old that..... | For individuals and communities that... [Just jotting down other alternatives]

I will be reading about brand architecture soon. Not sure whether I will be able to solve this problem afterwards. I appreciate the fact that you are an educator. If you wish, you may refer me to a useful resource to read up.

In the meantime, how can I solve this conundrum?

Thank you for the courses you offer.

Abdur-Rahman Ridwan

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