Building Your Brand

9 January 2017 - 4 minutes read

Part 5 of 6-Part Series

The aged care sector is experiencing transformational reform. There’s a shift to funds being assigned to consumers. With these changes, it’s more important than ever to promote recognition of your services.

So how in these changing times, do you manage the challenges and opportunities while maintaining focus and growing your customer base? One answer lies in your brand.

Branding is just one tool out of many that has the capacity to increase your organisation’s visibility and attract new customers.

What is Branding

A brand isn’t a logo, your colours or what you say about yourself.  Rather it’s the gut feeling that people have about your organisation.

Your brand is defined by the experiences your customers have when they interact in any way, with your organisation. Better experiences create better feelings and build trust.

Importance of Branding

·         Branding promotes recognition which in turn increases your business’s value by helping to build credibility and trust

·         Your brand helps set you apart from the competition – helps clarify your point of difference

·         Your brand tells people about your business and what you do

·         Your brand sets the organisation’s cultural tone and provides motivation and direction for your current staff – it can also help you attract new staff who are aligned to your values and mission

·         Your brand represents you and your promise to your customer

·         Your brand helps you create clarity and stay focused

·         Your brand helps you connect with your customers emotionally

How to Develop Your Brand

1. Do Your Research: Find out everything there is to know about your competitors, including what does or doesn’t work well. How do you want to position yourself against these competitors?   Eg Kmart vs Target vs Myer – these are potential competitors however they all have unique offerings.  Kmart is known for low cost items.  Target is known for affordable fashion.  Myer is known for high quality, known brands.

2. Brainstorm: Consider your organisation’s purpose, its values and what makes it unique. Answers to these questions will form the basis of your brand.

3. Consider a Tagline: Taglines allow you to further define what your business is about.  Think Woolworths. The Fresh Food People.

4. Develop Your Logo: Your logo will help you stand out and make a good impression.  It’s a good idea to develop a Style Guide as all brands need quality control to ensure consistency.

5. Support Your Brand: Ensure that everything you do supports the brand you have created.  Think of the Starlight Foundation – it has 85% brand awareness and is one of the most trusted charities in Australia. Everything is does or produces supports this image of having strong community values.

In addition to your brand, you inspire trust by building a community of offline and online supporters who are prepared to tell their story about your organisation. These stories are promoted through video, print media, live events or through Social Media eg Facebook, Instagram, YouTube. Building a brand is not something you do in isolation – involve your staff, your stakeholders and your customers.

Rosanna Commisso: Home Support & Partnership Coordinator – T 1300 134 332 E  rosannac@yournorthside.org.au

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