Sunday, August 7, 2022

How Rebranding Might Enhance Your Senior Care Group’s Advertising and marketing

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Sharon Brooks

Sharon Brooks, chief advertising and marketing officer, 2Life Communities

Branding is a key ingredient of promoting a senior care group, however when that branding is outdated, isn’t a match in your group, or is not working, then it’s time to rebrand. Rebranding can revitalize your advertising and marketing and generate pleasure and enthusiasm amongst workers. However for a rebrand to go easily, it’s necessary to strategically strategy the method.

Why Rebranding Is So Vital

Sharon Brooks, Chief Advertising and marketing Officer at 2Life Communities, explains {that a} model is what provides advertising and marketing efforts their power. “In case you discover that you’ve got a model that’s not genuine to who you might be, otherwise you’ve outgrown a model, or it’s not resonating with the market, it’s time to try the way you wish to rebrand,” she says.

Brooks notes that senior dwelling communities have been rebranding at unprecedented charges over the past 5 years, and a number of components have an effect on that call. Many communities have non secular denominations of their model and are rebranding in effort to point that they’re extra inclusive than they could seem. Communities are additionally rebranding to take away phrases like “aged” or “senior” from their names in an effort to keep away from ageism.

In line with Brooks, 2Life rebranded 4 years in the past for related causes. Beforehand branded as Jewish Neighborhood Housing for the Aged, the neighborhood needed to get rid of the phrase aged from the title and needed to spotlight that it’s inclusive of individuals of all faiths.

“We needed to proceed expressing Jewish beliefs and values, and we needed a model that acknowledged that as a part of its ethos,” says Brooks. “We selected the title 2Life to characterize the toast to life, however it’s far more than a toast. It’s an actual option to dwell life to your greatest skill and to benefit from a terrific life that’s been given to you.”

Understanding the Rebranding Course of


Madeleine Park, chief advertising and marketing officer, Netsertive

Brooks explains that usually, somebody raises the difficulty of a model that must be refreshed. There’s dialog throughout the group, after which the group and board agree that they’re open to rebranding. “I feel it’s actually about an iterative course of between a inventive workforce and a shopper analysis workforce,” she says. Typically rebranding could also be an entire renaming of the group, or the group would possibly retain its title however embrace a brand new look.

Madeleine Park, Chief Advertising and marketing Officer of Netsertive, says that there are various alternative ways to sort out rebranding, together with an entire overhaul or just new advertising and marketing images. “In case you meet within the center right here, usually it can begin with a goal market evaluation and understanding of who we’re advertising and marketing to and what providers we at present present,” she explains.

“Then, based mostly on these solutions, we do a full advertising and marketing collateral audit. We arrange the advertising and marketing and model items and create a roadmap of what can keep and what must be up to date. Then, for no matter must be up to date, we prioritize based mostly on visibility available in the market. For instance, a web site is the very best precedence, whereas T-shirts are a low precedence.”

Ideas for a Clean Rebranding Course of

Relating to rebranding, Park encourages organizations to keep away from appearing impulsively. “Altering your model is an enormous deal. Consider it as cosmetic surgery for your small business; you wish to take every step with care,” she says. “It’s best to do your due diligence in relation to taking a look at your competitors, the price range you may have, and the individuals implementing it. If you’re undecided find out how to do it your self, I like to recommend reaching out to an professional firm or marketing consultant.”

Brooks highlights the significance of hiring a inventive group that your group has chemistry with. That group wants to grasp your group and your model essence on a deeper degree. She additionally notes that it’s necessary to do nice shopper analysis and discover out whether or not your viewers is feeling the identical approach about branding alternatives as your group.

She explains that it’s additionally necessary to roll out the model from the within out so residents and workers aren’t shocked by immediately seeing the model unveiled publicly. “You wish to orchestrate a complete collection of inside rollouts with key inside celebrations of the model earlier than you go to most of the people,” she says.

Equally, plan on the way you’ll implement the model throughout all the group. 2Life created a model playbook which was instrumental in serving to to roll out the brand new model throughout each division. That playbook is out there electronically by shared drives, so anybody designing inside communications or signage was conscious of the brand new model requirements. Brooks credit that effort as permitting the group to in a short time change over to the brand new model.

Rebranding takes time and work, however it may be rewarding expertise, particularly if you create a brand new model that’s true to your group. Don’t be afraid to attend till you discover that title and model that’s actually meant to be. “We instantly felt that it was proper,” Brooks says of the brand new 4Life model. “The sense of “that is it” was implausible.” That just-right model can strengthen your advertising and marketing and your id as a corporation.

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