How To Build A Care Provider’s Brand

Care Home PR And Marketing Masterclass Podcast

This episode of the Care Home PR And Marketing podcast features Saskia Binns, a communications, brand and marketing consultant who serves on Championing Social Care’s organising committee. Saskia shares how, when starting a new care home or care provider, “it's important to understand your brand positioning, demographics, competitors, and determine your niche”.

Saskia also examines the importance of competitor analysis, defining your values and vision, adopting your own tone and matching images with words.

Drawing on her years of experience as former head of communications at Majestic Care and building the Championing Social Care brand, Saskia shares secrets to building a brand with unique insights including:

• How understanding your brand positioning is crucial, “it’s about recognising the unique essence of each care home and telling their story in a way that resonates with their community.”

• Analysing market demographics, competitors, and identifying a unique market niche by conducting thorough competitor analysis to gain insights, possibly through industry forums or conventions.

• The critical considerations when building your brand and how “it's not just about what you offer; it's about how you offer it”.

• The importance of strong values and vision aligned to staff and how emotional connection and values are key in care.

• Ensuring your website content connects emotionally through tone of voice and matches brand values and how “images and words must align”.

• The importance of brand USP and how “your people and team will be your unique selling point.” so promoting them well on social media sells the care.

• How brand colours have psychological impact, what colours associate with care and what colours to avoid in your branding.

• Why logos should reflect your company ethos, avoid overly simplistic designs and resonate with the consultancy's mission rather than focusing solely on initials or acronyms.

• Utilising Facebook is key for care marketing and ensuring a consistent brand and calls to action.

• Utilising platforms like Linkedin to build professional networks and aligning company branding across platforms.

• How “a care home's website should be more than information; it should take visitors on an emotional journey, giving them a feel for life within the home."

• How Championing Social Care started from small conversations in lockdown about care workers and has grown to huge national events led by volunteers passionate about care.