In our consulting work with individuals who are building a senior care business, we always ask, “What fuels the passion behind building your senior care business?” We begin here because understanding the WHY is a foundational principle that can help define your company’s unique brand and set you apart from the competition. Your business brand not only tells consumers who you are and the values that guide your company, but it also tells employees and potential hires about your workplace culture. Taking the time to define your WHY — what motivates and inspires you and your team — is critical to distinguishing yourself from others in the crowded field of aging care services. To build your company brand, start with asking this fundamental question:
Why does your company exist?
Companies that have a strong brand are more than just about making money. Those in the aging care industry have a unique opportunity to touch the lives of seniors and their families as they navigate the aging process. Seize the opportunity to let consumers know what you stand for and place it as the centerpiece behind your brand. This will inspire care staff, referral sources and those in the community to align themselves with your company.
To do this, it’s critical to:
- Understand what types of care consumers value
- Show empathy and understanding for seniors and the family members assisting
- Engage with your WHY at every point of contact
- Use frequent, professionally branded communication in a variety of direct and indirect channels
- Be active on social media platforms
- Utilize SEO best practices on your website, blog and e-newsletter
What your WHY should include
Without a WHY, consumers are unable to know what your company stands for or they may think you don’t stand for anything. A WHY give consumers a way to align with your company and a shared point of interest. When thinking about your WHY, it should contain the following:
Purpose: What difference does your company hope to make in the lives of potential clients, employees and the wider community? This is your unique story and it is a powerful way to distinguish your company.
Personality: Consider ways in which you can communicate and reflect empathy and reassurance. Think about the customer and how you can provide support and knowledge and be a good listener.
Differentiation: What makes your company unique? Determine what factors make you stand out and how these factors help customers see the value of doing business with you rather than your competitors.
Infuse your WHY into every facet of your business
After articulating your WHY, use it as the fuel for your brand. By infusing your WHY into every facet of your business and using it as a framework for communicating, connecting and reinforcing your message, you will help distinguish your company from others in the community. Use your brand as a foundation for all of your marketing and communications efforts:
- Employee orientation
- Mission, vision and values / goals statements
- Inquiry calls and assessments
- Newsletters and blogs
- Social media presence
- Brochures and rack cards
- And much more
After establishing your WHY, use client and caregiver measurement tools, online reviews, and testimonials from clients, staff and referral sources to confirm that others are connecting with your company in meaningful ways.
If you’re interested in learning more about how to take your personal care home business to the next level, or if you’re interested in getting started in the rewarding senior care industry, reach out to Innovative Senior Solutions today. We offer professional consulting services and membership opportunities for both established and startup companies. Reach out to us today and schedule a complementary 30 minute consultation appointment to learn more about how our consulting services can help you put your company on the path to success!