Darla Dodds, owner of Hand in Hand Christian Counseling, describes the growth of her business much like the growth of a puppy. When it’s your own and you’re spending every day with it, you don’t always notice the changes, but then someone comes along and remarks about the astounding growth and transformation.

Darla launched her private counseling practice in 2001. By 2009, she had developed strategies moving her into the realm of psychiatric rehabilitation and the launch of the Challenge Center Program.

She describes this as a shift from working with individuals to make them well, to helping them live a life including meaningful work, resulting in their recovery.

By 2019, it was clear to her and staff that counseling was no longer at the center of their business and that the name of the business was causing confusion of services offered. With this realization, Darla planned for a complete rebranding of her business. By July of 2020 she was ready to begin the process.

She started by forming a leadership team and a Public Image Team, known as the PIT Crew. The leadership team examined and reworked the business, its mission, and vision. With each step, they engaged the PIT Crew to develop the plan to share the changes beyond Hand in Hand’s staff of 48 employees.

The process included surveys and input from stakeholders. With the consideration of a new name and image, a logo contest was held (pictured right: logo contest winner Erin Ducharme).

In January, the name was settled on the shorter version of the original Hand in Hand Christian Counseling— simply “Hand in Hand.”

Hand in Hand has four basic goals:
• Improve public image
• Have consistent messaging
• Have consistent branding
• Improve public knowledge of services offered

This was a very thorough and somewhat costly process as it involved every aspect of the business. Darla was careful to work through the legalities of a name change, securing her new domain name for the updated website and social media platforms. She has ordered new signage, employee clothing, and promotional materials. With the launch of the website to begin soon, the last step will be an evaluation, inviting feedback from staff, clients and the community.

Darla has been especially encouraged by the ownership taken by her staff, as this process has strengthened their understanding of the businesses mission and values.

This article was published in the Venango Chamber’s February 2021 VenangoWorks! Newsletter.