Training Session on Branding at Brookhaven Retreat

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Brookhaven Retreat ® LLC, a unique residential treatment facility exclusively for women with mental health and/or substance abuse issues, recently held their annual branding training session for staff members.

Hundreds of times a day, judgment is passed about a company’s identity. Notions about what the company stands for and whether or not it might be worth a consumer’s time, is held in question. That’s why Brookhaven Retreat ® LLC holds a training session each year to go over the ins and outs of properly branding the company.

This year, the session was held July 10 and all staff members, as well as founder Jacqueline Dawes, were in attendance for the yearly update on procedure and protocol as it pertains to branding.

Branding is how a company puts its best foot forward and serves as the most effective way for a business to show how it is being managed. Every element from the logo and color palette to the language and the typeface used to convey that language, among other things, were addressed in the training session conducted by Mitzi Navarra, Creative Consultant for Brookhaven Retreat.

Sending the right messages is crucial to the perception of Brookhaven Retreat, as well as any business. “Our goal is to control the identity of Brookhaven Retreat consistently,” says Navarra. “When potential clients see our advertising, promotional literature, website, blogs or make contact with us in any way, they know who we are and what we’re about. These are the first impressions they will get about how the business is run. If we are clear, consistent and organized, it tells them we have the ability to deliver consistent care.”
Staff members are responsible for the consistent use of the chosen branding elements. Therefore, training serves as a reminder of the importance of using these elements, as well as a guide about how to properly use them.

“We are on a mission to communicate our purpose and carry it out with a commitment to excellence,” Dawes added. “We have a strong identity system that each staff member needs to be mindful of and this training is how we accomplish that. We want the public to know that we are here to serve them with the ultimate goal of making the world a happier, more peaceful place.”

About Brookhaven Retreat
Brookhaven Retreat is a women's treatment center nestled on a naturally beautiful 48-acre site secluded in the foothills of the Great Smoky Mountains. It has helped hundreds of women across the United States overcome depression, trauma, anxiety, substance use and a range of other behavioral health challenges. Brookhaven’s Founder, Jacqueline Dawes, has predicated its gender-specific treatment on “healing emotional breakage” for women. In this way, she has established a sanctuary and a place where women can feel safe, secure and cared for by a staff of highly trained professionals.

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Jessica Wirth
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