Merrily Orsini's Thought Leadership

Home Care Marketing Strategy 2011: Branding

First establishing a brand, and then extending the agency brand is crucial to homecare marketing planning and implementation. First you have to differentiate the home care agency, then understand the target audience you are trying to reach, then marry the message and the visual, and pick the right channels and communicate often in those channels.  Review the blog posts for the last week if in doubt about any of these steps.

Establishing a home care agency brand is more than just logo and colors. It is the feeling that your home care agency generates in the marketplace. It is how people think of you.  It has now been 15 years since I ran a home care agency in Louisville, KY, and just last week I got a call from someone requesting information and service on elder care. In the 17 years that I ran my non-medical in-home care business in Louisville, I had established such a strong brand that it has lasted all these years.

Establishing a home care agency brand takes consistency and diligence. It takes using all the strategic marketing steps listed above and discussed over the last week. But it also takes creating a personality for the home care agency. If the agency were a person, what would they look like, how would they present, and what characteristics would they have? Establishing an agency brand is being true to the differentiating factors that set the agency apart. It is being true to the graphics and the visuals and using them consistently each and every time anything is in print or on the web. It is being true to the brand when presenting, when collaborating, when training staff, when networking.

Each and every home care agency is unique in some way. Whether it is the owners, or the services, or the process of selecting and matching caregivers to clients, the agency has some unique qualities based on who it is, how long it has been in business, the management team, or the services offered. Understanding what constitutes the brand, and then hammering that home in as many ways as possible creates and then extends the agency brand.

Signage, logo wear, and office interior are areas that should be included in extending the agency brand, as much as advertising, communicating and presenting. Being true to the brand is something that takes time, diligence, perseverance, and hard work, but it is a necessary step in setting and implementing home care marketing strategy and planning.

Take a look at some of our client portfolios to see how we at corecubed have successfully worked with clients in many parts of the US to create a unique brand and then see how we are extending that home care agency brand.