BRANDING IN SOCIOTHERAPY
Abstract
Branding of mental health services (also in sociotherapeutic terms) is a new phenomenon, although
the process of creating an image of the helping institutions on which it is based is already
well recognised. How a society perceives a particular institution, organisation or facility providing
social support or services has a bearing on the level of trust or the extent to which services
are used. The aim of this article is to characterise the branding of sociotherapy services and to
identify recommendations based on an analysis of the available literature. In sociotherapy, good
communication about the availability and range of services related to the help offered to children and adolescents is crucial, as potential clients make decisions based on the information that is
communicated through different ways by helping institutions. Branding in sociotherapy should
build trust between the client and the institutions offering this form of help, so a full, up-to-date
offer written in accessible, non-stigmatising language for clients can be a pillar for a relationship
of trust between clients and the institution offering sociotherapy.
