We have senior living partners come to us all the time looking for someone to build them a brand. One thing we often have to educate them on are all the elements that make up a brand. It’s so much more than just a logo. It is having a consistent image and message across multiple mediums.
The phrase, “The Customer Is Always Right” although cliché, is a statement that in today’s world of digital marketing, is extremely relevant. The truth is, even if the customer (or potential customer) is wrong, they have the ability (and power) to do great harm to your business.
A brand is everything to a business. It's what can make a half-eaten apple represent creativity, rebelliousness, and beauty all at once. Or, turn a swoosh into feelings of dedication, hard work, and perseverance. It has nothing to do with the image (aka logo) itself. Nike's swoosh famously cost the company $35 and when they received it, remarked "I don't love it, but I think it will grow on me" and then quickly accepted it because of production deadlines. A brand is not a physical tagline, image, or product but a nebulous idea that only lives inside of someone's mind.
As a senior living community, one of your biggest assets is your brand. Your brand is not the industry you compete within, anyone can be a senior living community but they can’t have the same brand as your community.
Everyone understands that great photos are important in creating a beautiful and user friendly website. In fact, 37% of marketers say it is the most important form of content, only second to blogs coming in at 38% (read the report here).
Most of us would like to be able to say that we don’t judge a book by its cover, but unfortunately, this is a lot easier said than done. This reaction derives from a natural instinct to make quick judgments on another creature - an essential safety precaution.