When it comes to the business of treating addiction, nothing matters more than reputation. That’s why authenticity is much more than just a buzzword. It matters because there’s nothing more personal to those who reach out for care than admitting their pain or failures and the need to seek help. That’s why understanding your brand story is key to conveying your authenticity and connecting with potential patients to earn their trust. Yet, finding your real brand story and defining your unique value proposition isn’t easy. It takes a raw honesty, an unfailing dedication to dig deep, invitations to those within and outside the marketing and executive teams to participate, the courage to listen, and the ethics to act upon what you discover. Learn what one of the country’s leading treatment centers did to “rehab their brand” while working through ownership changes and unexpected challenges, and how it all became part of their brand story and the measureable success that ensued.