59% of consumers are more likely to support a brand they trust, and 67% are more likely to remain loyal to a brand they trust. Regardless of product, market, or demographic, trust is essential in marketing. This is going to be key to the success of your community growth, but the key to building trust is letting people know who you are. This is why building a strong brand is essential to your success as a senior living community. To help you energize your marketing, we’ve written this blog to break down how you can build a strong brand that builds trust.
What is a Brand?
Does having a logo, collateral, social media posts, etc., mean you have a brand? Technically, no. It’s more than these things. A common misconception is that the individual pieces of content are what make a brand, but the reality is that your brand is your identity, and the content is meant to support that identity. This is why you can have a logo, but still not have a clear brand. To keep your community from stalling out and becoming unrecognizable, follow these six steps to build a strong brand that lasts.
6 Steps to Building a Brand
Define Your Brand Mission and Vision
Before you make a single piece of content, you have to have an established brand mission and vision. These two will drive every piece of content, collateral, and messaging. Your brand mission and vision will serve as the why of everything you do in marketing. This may require your community to go back to the drawing board and reintegrate your mission and vision into day-to-day marketing or even start from scratch. Follow this simple template to create a mission and vision statement to kickstart your brand.
Our mission is to [action-oriented verb or phrase] by [how you achieve your goal] for [specific demographic]. We are committed to [core values or principles] to [the ultimate purpose or impact].
Our vision is to [aspirational goal or long-term impact] by [method or values guiding your efforts]. We strive to [bigger picture goal or ultimate impact on the world/community].
Once you do this, simplify it to a single sentence.
Mission: We exist to [do what] for [whom] by [how].
Vision: We strive to [achieve what] in a world where [ideal outcome].
Identify the Problem and Your Solution
The secret to successful branding and marketing is offering a solution to a real problem.
As a senior living community, it is important to know what solutions you offer to residents’ problems. This could range from memory care to flexible independent living. But to stand out as an authoritative brand in your community, individuals seeking solutions need to find answers from you. This looks like creating resources on how you solve the defined problem, incorporating it into your website copy, or putting our gated content that is relevant to the problem.
Determine Your Unfair Advantage
Once you know your mission, vision, and solution, your community needs to tell the world how your solution is unique from the competition. This is your unfair advantage. As an example, Solinity Marketing does not present itself as just a marketing agency. We present ourselves as a marketing agency that specializes in senior living, which is our unfair advantage. As a community, it is expected that you provide care, but what approach, amenity, or expertise do you bring to the table that sets you apart? Once you determine this, make it a part of your identity and messaging.
Develop a Voice
Your voice as a brand is the tone, messaging, and story of your brand. As a community, it is expected that you have a compassionate tone and message. If your brand voice is cold and distant, then potential residents will be pushed away. See this breakdown to begin developing your brand voice.
Tone: Decide whether your communication is formal, casual, playful, or professional.
Messaging: Use language and phrasing that resonate with your audience. Speak to who they are and what they are facing.
Storytelling: Share stories that highlight your brand’s mission and values.
Tell Your Story
One of the best ways to connect with potential residents is by using your brand voice to tell your brand story. A brand story can come from a variety of angles. Your story focus can range from your mission and vision to resident testimonials. Although features and amenities are important, sprinkle in storytelling to encourage connection and trust between your community and potential residents.
Read this study to learn how storytelling can help drive decisions among leads.
Be Consistent
Consistency is the cornerstone of building a strong brand identity. It’s not just about repetition—it’s about creating a cohesive and reliable experience across all touchpoints. Whether potential residents are visiting your website, touring your community, or engaging with your social media, they should encounter the same tone, messaging, and visual identity every time. Consistency builds trust by reinforcing your community’s values and professionalism. Here are three ways to ensure your branding remains consistent:
- Standardize Your Visual Identity: Use the same logo, colors, fonts, and design elements across all platforms and materials.
- Streamline Your Messaging: Develop a clear set of key messages that communicate your mission, vision, and unique offerings.
- Deliver on Your Promises: Consistency isn’t just about what you say—it’s about what you do. The experience you promise in your branding should match the reality of living in your community. From the warmth of your staff to the quality of your services, everything should align with your brand story.
Building a strong brand identity is essential for the growth and success of your senior living community. It’s not just about creating eye-catching visuals or crafting compelling content, it’s about establishing trust, showcasing your unique value, and creating a consistent, meaningful experience for potential residents. By defining your mission and vision, solving real problems, highlighting your unfair advantage, developing a distinct brand voice, telling your story, and maintaining consistency, you can create a brand that resonates with your audience and stands out in a competitive market.
Ready to take your senior living community’s brand to the next level, but don’t know how? Let us help you craft a brand identity that builds trust and drives leads. Book a free brand evaluation today to learn more about your next steps.