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Branding a New Home Care Agency

branding a new home care agency

No matter if you are in the middle of a startup or if you are already an established business in your town, your home care branding is the foundation of your successful marketing strategy. It’s never too early – or too late – to give your home care branding a little refresh and to use your branding appropriately to create a comprehensive marketing approach. Here are a few things to consider as you build your brand and reinforce it digitally.

Keep It Simple

One of the hallmarks of successful home care branding is simplicity. You don’t need a busy logo or three tag lines to get your point across. Instead, remember that less is more when it comes to selecting a logo, font, color palette, and catchy tag line. You want to tell a story through your branding that cultivates trust, but without telling the story using too many words.

Use a font that is easy to read and looks professional. Eliminate any fonts that seem whimsical or that are too difficult to read. For example, a flourishing cursive can be distracting or even frustrate a potential customer.

For your logo, choose something that is unique and that is easily recognized when split apart from your company name. For example, your clients should be able to connect your logo from your social media profile to your home care business immediately, even without your business name written below it.

Finally, choose a color palette that is soothing and calm instead of busy and bright. Further, keep your palette to less than ten colors, as too many colors can translate to brand confusion.

Ask for Help

Most home care agency owners are not graphic artists or web designers, and that’s okay. You certainly have enough on your plate already, which means you don’t need to rely on your own knowledge of branding to make it happen at your agency. Instead, choose to invest in the help of experts who can guide you through the branding process.

You can find talented designers and marketing consultants locally or online. Just be sure to ask if they have any experience in the healthcare space, as it can be easier to work with someone who already has knowledge in the industry.

Use It Wisely

Once you have your logo, color palette, and font established, it is time to use it wisely throughout your digital and print marketing campaigns. Ensure your website is fully branded, as well as your social media sites. Your printed materials, from brochures to caregiver applications, should also be branded. Don’t forget to update your business cards, name tags, and even email signatures to reflect your new branding effort as well.

As you go through your digital and print materials, discard anything that is no longer branded appropriately. Using old materials can make your agency seem disorganized or even unprofessional. 

Call Attention to It

If you are rebranding or just starting out fresh, don’t be afraid to call attention to your branding efforts! Showcase your new website and social media feeds, asking clients to check out your new brand. To make it more personal, talk a bit about why you made some of the branding decisions. Did you choose your font to be bold so that older adults would be able to read it easier? Mention that. Did you choose to highlight your mom’s initials in your logo because she is the reason you ventured into the home care industry? Talk about it! Customers love to hear about personalized touches.

Branding, or re-branding, can be an overwhelming process, but it doesn’t have to be. Instead, look at it as the opportunity to get creative and collaborate with experts who can make your vision a reality.

Want to learn more about the ins and outs of home care agency management? We’ve compiled some of our favorite expert tips in our free resource, the Guide to Mastering Home Care Management. Download it today!

Article written by Haley Burress.

Hi, my name is Wendell Scott and I help Home Care Agencies who are experiencing high caregiver turnover rates, have trouble coordinating client care and feel frustrated with their team to easily increase efficiency and scale their Home Care business.

I’d like to share with you my free Caregiver Recruitment Engine framework. In it, are the tools to help you develop a system to easily attract & hire caregivers (aka a repeatable system for recruiting quality staff), so you can organize your process, reliably recruit staff and efficiently scale your home care team.

The end result: 

Hire caregivers.

Faster than ever. 



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