{"id":4393792,"date":"2021-05-21T07:11:11","date_gmt":"2021-05-21T05:11:11","guid":{"rendered":"https:\/\/www.deptagency.com\/case\/branding-a-direct-to-consumer-counselling-service\/"},"modified":"2025-12-08T11:14:53","modified_gmt":"2025-12-08T09:14:53","slug":"branding-a-direct-to-consumer-counselling-service","status":"publish","type":"case","link":"https:\/\/www.deptagency.com\/en-in\/case\/branding-a-direct-to-consumer-counselling-service\/","title":{"rendered":"Branding a direct-to-consumer counselling service"},"content":{"rendered":"
\n\t\n\t<\/svg>\n\t\n<\/button>\n\t\tlivelife by Turning Point\t<\/h2>\n\t\tBranding a direct-to-consumer counselling service\t<\/h1><\/div>\n\n
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\n\t\n\t\tTurning Point is a leading social enterprise working extensively with the Government to provide health and social care services at 350 locations across England. Rightsteps, part of Turning Point, supports employee health and wellbeing with counselling and on-demand programmes through its online platform. During the Coronavirus pandemic, Turning Point wanted to make its services more accessible, and collaborated with DEPT\u00ae to create a new direct-to-consumer brand: livelife.\t<\/p><\/div>\n\n
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\n\t\t\n\t\tDefining a brand proposition\t<\/h2>\n\t\t\t\t\t
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\n\t\tRemote workshops led by DEPT\u00ae unearthed livelife\u2019s brand purpose as breaking the stigma of mental health, allowing people to confidently engage in conversations about mental wellbeing. Its long-term aim is to be recognised as the go-to private counselling brand. DEPT\u00ae took a deep dive into the niche\u00a0industry<\/a>, focusing on key competitors.\u00a0\t<\/p><\/div><\/div>\n\n
\n\t\tDEPT\u00ae analysed livelife\u2019s top three competitors across eight areas including: mission and proposition; target audience; price point; colours and type; photography; tone of voice; website, and SEO performance. We saw homogenous brand missions and similar service offerings, which indicated that there was an opportunity for livelife to disrupt the market.\u00a0\t<\/p><\/div><\/div>\n\t\t\t<\/div>\n\t\t\t<\/div>\n\n\t\n\t