One key thing I did recently to develop my brand as a therapist was intentionally center the intersection of trauma and neurodiversity in every aspect of my work—from clinical practice to public presence. While these have long been the core values of my approach, I realized that for my brand to reflect the depth of my mission, I had to make that intersection unmistakably visible, consistent, and unapologetically central.
This shift began with deep reflection on the values that drive my work within my therapy practice, Break the Cycle Trauma Center. I asked myself: What do we stand for beyond just high-quality care? What impact are we hoping to make on the field, not just on our clients? The answer was clear: We’re not just offering therapy, we’re reimagining what healing looks like when we center people whose minds have been historically misunderstood, marginalized, or pathologized. That clarity prompted me to take bolder steps in aligning our branding with our mission.
One of the biggest changes I made was revising how we talk about ourselves—not only on our website and social media, but in how we show up in conversations with colleagues, referral partners, and within broader public discourse. I led a rebranding initiative that made it clear: We’re a trauma-responsive practice that centers neurodivergent voices and experiences, and we’re committed to disrupting cycles of harm in the process. This meant using language that resonates deeply with our ideal clients and their communities—not overly clinical jargon, but affirming, liberatory language that invites people into a healing experience that feels safe and culturally attuned.
I also began training my clinicians through a new internal framework that integrates trauma-informed care, cultural responsiveness, and neurodiversity-affirming practices. This ensures that our brand isn’t just something we say—it’s something we live. Every therapist on our team is supported in embodying the values of our mission, which in turn makes our brand consistent, trustworthy, and impactful.
Branding, for me, is not about aesthetics or slogans—it’s about clarity, integrity, and alignment. It’s about ensuring that when people encounter our work, they know exactly what we stand for, who we serve, and why it matters. And that level of alignment is the foundation for both meaningful healing and lasting impact.
Mariel Buqué
Mariel Buqué, PhD, is a trauma-trained psychologist and author of the book Break the Cycle: A Guide to Healing Intergenerational Trauma. She received her doctorate in counseling psychology from Columbia University, where she trained as a fellow in holistic mental health. Visit her website at drmarielbuque.com.
