The Challenge: Creating a singular brand name to unite twenty companies
One of the biggest benefits of successful rebranding is the ability to tell a singular story with a common theme or pivot point. Over time, companies grow and evolve in their product and service offerings, and their brand name(s) no longer speaks to their overarching message. This was the case with Pike’s Peak Behavioral Health Group. Over their 135 year history, they had grown into twelve organizations marketing themselves under twenty different brand names. What’s more, their specific, geographic name did little to differentiate them from over 400 other “Pike’s Peak” organizations, and failed to convey their regional/national reputation. Several of the company names also contained the words “Mental Health” which did not apply to other divisions, and conveyed an outmoded message.
Making matters worse, long unwieldy corporate names typically get reduced to an acronym – in this case PPBHG. Sub brands included Coal Construction, Connect Care, and Cafe Moreno, to name a few. This fractured identity placed a substantial strain on the marketing department, tasked with promoting, clarifying and connecting these seemingly divergent entities.
The branding process began with an in-depth meeting of the corporate leadership team, members of the board of directors and key “front line” staff members. The goal was to identify the organization’s overall strengths, distill them into themes, and then (most importantly) prioritize them. From that list of prioritized strengths and attributes, the shared core message was created.
“Empowering clients. Enriching lives. Embracing purpose.”
This exercise proved pivotal in creating the backdrop and foundation for corporate rebranding. With the understanding that the organization existed to empower clients, enrich lives and embrace purpose, the group was free to explore names and concepts that embraced these aspirations. Over 200 names were proposed and vetted, with the final grouping submitted for brand name testing and validation. The committee members decided on a name that spoke to both its regional heritage, as well as its ability to inspire hope and progress. The expansive upward feel of Aspen Pointe captured the essence of the brand, the mission behind each facet of the organization. The benefits can best be explained from the initial press release after the rebranding launch…
“(The new name) reduces our clients’ and community’s confusion – while we would previously use an acronym (for brevity), we can now use our full corporate name,” said AspenPointe President and CEO Morris L. Roth. “It also helps differentiate us from nearly 400 other ‘Pikes Peak’ organizations. And, perhaps most significantly, through this process and for the first time, we have identified the common thread that connects our many organizations: Empowering clients. Enriching lives. Embracing purpose.”
AspenPointe President and CEO Morris L. Roth
The organization’s new branding hierarchy is as follows…
- AspenPointe Inc. - Pikes Peak Behavioral Health Group
- AspenPointe Health Services - Pikes Peak Mental Health
- AspenPointe Foundation - Pikes Peak Foundation for Mental Health
- AspenPointe Medicaid LLC - Pikes Peak Mental Health Medicaid LLC
- AspenPointe Properties - Pikes Peak Mental Health Select Services, Inc.
- AspenPointe Employment - Aspen Diversified Industries
- AspenPointe Enterprises - Aspen Diversified Industries Services
- AspenPointe Youth Directions - Workout, Ltd.
- AspenPointe Health Network - Connect Care
- AspenPointe TeleCare LLC - ProCare –
- AspenPointe Management Inc. - Colorado Counseling Network, Inc.
- AspenPointe Builders LLC - Coal Construction
- AspenPointe Café - Café Moreno
"... [AspenPointe] helps differentiate us from nearly 400 other ‘Pikes Peak’ organizations. And, perhaps most significantly, through this process and for the first time, we have identified the common thread that connects our many organizations: Empowering clients. Enriching lives. Embracing purpose."
Morris L. Roth, President and CEO