Naming in the Social Services sector often tends to be super-literal (“XYZ Childcare”) or acronym-driven (“CASA”). Nobody can accuse an organization that fields such names of being unclear or non-serious. The price, however, tends to be high: clunkiness, lack of scalability, and lack of distinction.
Our work with Hanna Center is yielding a new family of names that are clean, easy to say and remember, and aligned with the spirit of the parent brand. (Hanna Center is a social services non-profit based in California’s Sonoma County that provides an integrated system of care.) We’ve helped the organization to develop the brand foundation over the course of the past 18 months. HannaHow is the latest of the names in the new system.
HannaHow represents Hanna Center’s offering to a broader community—statewide in California and increasingly nationwide. It’s the name of the online learning platform spearheaded by Hanna’s Training & Research team, which provides trainings in trauma-informed care for private organizations as well as government agencies. (Trauma-informed care is an approach that helps people understand how trauma shapes behavior and builds skills to respond with greater empathy and effectiveness.)
Following the new name came, Applied Storytelling has also provided messaging and content for HannaHow’s new landing page. The page is designed to foster engagement and interest among enterprise prospects.
“For this and every Hanna Center initiative,” says Meredith Standing, Hanna Center’s Chief Marketing Officer, “we aim to spark interest while speaking with the same clarity and authenticity that define our parent brand.”