By Danny W. Pettry II, LPC, CTRS

Image Credit: OfirPeretz istock.

Branding might sound like something only big companies worry about, but it matters just as much for us in recreational therapy. Branding is how people see us, trust us, and remember us. And lately, I’ve been thinking about branding after watching two very different stories unfold in the business world.

Cracker Barrel: When Change Doesn’t Sit Right

Cracker Barrel recently unveiled a new logo—and it didn’t go over well. People weren’t just critiquing the design; they were upset because it didn’t match the image and feelings they’ve come to expect from the brand. Cracker Barrel’s identity has always been tied to tradition and comfort. Change that too much, and you risk breaking the bond with your audience.

That’s a lesson for us as recreational therapists. Our “brand” isn’t just about a name or a logo—it’s about the meaning and trust people attach to what we do. When people think of recreational therapy, they should instantly connect us with hope, healing, and growth through leisure and play. If we drift too far from that identity, we risk confusion or even losing credibility.

Coca-Cola: The Power of Staying Authentic

Coca-Cola, on the other hand, has done something remarkable. Their classic bottle and red logo have been symbols of authenticity for decades. When you see them, you know exactly what you’re getting. But even Coca-Cola stumbled once with “New Coke” in the 1980s. By changing what people loved most, they learned that staying authentic matters more than chasing trends.

Recreational Therapy branding

For us in recreational therapy, authenticity is just as important. What makes us unique—our ability to use recreation as a pathway to health and well-being—should always be at the heart of our brand. People need to see that what we offer is both timeless and real.

What This Means for Us as CTRSs

As certified therapeutic recreation specialists (CTRS), we are the benchmark of qualified providers in our field. That certification should always be central to our brand identity. When others see “CTRS,” they should think of professionalism, credibility, and results.

Here are three takeaways for us:

1. Clarity Counts – People should never be left wondering what recreational therapy is. Let’s use simple, consistent language to explain how we help people live better lives.

2. Consistency Builds Trust – Just like Coca-Cola’s bottle, our profession needs to keep a steady, unified message. Whether it’s in schools, hospitals, or long-term care, the public should recognize the same standard of care.

3. Authenticity Wins – Our greatest strength is the real change we help people experience. Stories of lives improved through recreation are the best way to strengthen our brand.

Final Thoughts

Branding isn’t about fancy graphics—it’s about identity, meaning, and trust. Recreational therapy’s brand should always reflect who we are: compassionate professionals who use activity, play, and leisure to improve lives.

If Coca-Cola can keep its bottle iconic for over a century, and if Cracker Barrel can learn the hard way about staying true to its roots, then we can take these lessons and apply them to our profession. Our promise as CTRSs is simple: we deliver quality, evidence-based care. That’s our brand—and it’s worth protecting.

Strengthening Our Brand Together

One of the best ways we can protect and grow the brand of recreational therapy is by standing united through our professional association, the American Therapeutic Recreation Association (ATRA). ATRA provides advocacy, education, and resources that help ensure recreational therapy is recognized, valued, and supported across the country.

I speak from personal experience. I’m proud to be a lifetime member of ATRA, and along the way I’ve been honored to receive the Peg Connolly Scholarship, the Advocate of the Year Award, and a Certificate of Recognition. These aren’t just personal milestones—they are reminders that together, as a community, we can strengthen our profession’s voice and visibility.

If we want recreational therapy’s brand to grow stronger, then supporting ATRA is one of the most important steps we can take. Every member adds to our collective credibility. Every membership is a statement: Recreational therapy matters, and CTRSs are the qualified providers who make it happen.

So, I encourage you—whether you’re a student, new professional, or seasoned therapist—to join ATRA, get involved, and help shape the future of our profession. By uniting under one national association, we amplify our brand and ensure our message is heard loud and clear.