Villa Maria Behavioral Health (VMBH) is a vital part of Catholic Charities of Baltimore, offering mental health and substance use treatment through eight clinics, virtual services, and more than 100 school partnerships across Maryland. Its clients face serious challenges—poverty, housing insecurity, limited access to healthcare—and VMBH meets them with evidence-based care and compassion.

But here’s the catch: Most people didn’t know what Villa Maria Behavioral Health was.

Overshadowed by the larger Catholic Charities brand, VMBH struggled with visibility. Even after a name change—from Villa Maria Community Resources to Villa Maria Behavioral Health—their mission remained buried under confusion. Referral partners were unclear. Donors didn’t grasp the impact. And staff were left creating their own materials, leading to a patchwork of messages.

This wasn’t just a messaging issue—it was a brand identity development problem.

Without a strong, distinct voice and clearly defined offeringsservices, VMBH’s services were often mistaken for general Catholic Charities offerings. Key audiences—clients, referral partners, and donors—couldn’t articulate what made VMBH different and its impact on the community.

This lack of brand differentiation led to:

• Unclear value in the eyes of partners and the public
• Inconsistent communication across locations
• Missed opportunities for engagement and trust

When everyone’s using different language, consistency—and credibility—goes out the window.

To tackle the problem, we proposed a clear and strategic fix: a Key Messaging Guide rooted in VMBH’s values and tailored to its audiences.

Our approach included:

• Interviews with 10 internal leaders to understand challenges and clarify strengths.
• Defining two core brand messages:
  • All Are Welcome – emphasizing inclusivity and compassion.
  • High-Quality Care That Changes Lives – spotlighting evidence-based care and impact.
• Crafting language for five key audiences: clients, the public, staff, referral partners, and donors.
• Delivering a guide that combined foundational brand messaging, audience-specific variations, and practical “how-to” instructions—all in plain, approachable language.

Throughout the process, we worked hand-in-hand with leadership to ensure the guide reflected the heart of VMBH. This was healthcare branding done with clarity and purpose.

With one unified voice, VMBH can now clearly communicate who they are—and why they matter.

• A Distinct Brand Identity: VMBH now stands apart with language that reflects its specialized services and community impact.
• Consistent, Confident Communication: Staff across all locations use the same mental health marketing and substance use treatment language, boosting credibility and professionalism.
• Stronger Audience Engagement: Referral partners and clients now understand VMBH’s mission—making it easier to access care or recommend it.
• Internal Enthusiasm: Staff adopted the messaging quickly, and leadership praised its clarity and utility.

Room to Grow: With consistent messaging and a strong brand framework, VMBH is better positioned to expand outreach and deepen its community presence.

Clarity builds connection. 

A strong brand messaging strategy makes it easier for people to understand—and trust—you.

Consistency counts. 

In nonprofit branding, tools that unify communications are more than helpful—they’re essential.

Collaboration keeps it real. 

The best messaging reflects who you truly are, not just who you hope to be.