In the competitive marketplace of senior living, it’s critical for your community to stand out from the pack. To do so, you must work to build and maintain a strong brand that’s customercentric and clearly communicates what you offer. Here are three ways to begin building the brand of your senior living community.
Create clear messaging
Before publicly rolling out your brand messaging, it’s important to get clear on your core values. Spend time talking with senior leadership, staff, residents, family members and local citizens. Consider all ideas presented, brainstorm, and look at how your competitors are positioning themselves before creating a unique positioning statement for your community.
Going forward, consider the positioning statement in all your internal and external communications — including your website, print and broadcast advertisements, collateral materials, welcome packets for new employees and other applications. Make sure employees are clear on your community’s unique positioning and that they can confidently communicate it to residents and prospective residents.
Differentiate with amenities and person centric technology
To stand out as a premier option for seniors in your area, you’ll need appealing amenities and the latest senior technology. Well-appointed dining rooms and community spaces, upscale interiors, modern fitness areas, auditoriums and spas present a desirable image to seniors looking for a place to spend their golden years.
Today’s seniors are becoming more wired by the day, and they expect tech features such as highspeed WiFi throughout your campus. Cutting-edge senior technology such as IndependaTVe™ appeals to residents at every level of technological knowhow. With its simple-to-use Angela software, IndependaTVe™ keeps seniors connected with loved ones and allows them to access a variety of information, including activity and appointment reminders.
This “technology amenity” acts as a differentiated yet practical and appealing “marketing currency”, benefiting your top line in general, and your occupancy ramp and brand in particular.
Communicate consistently
Modern branding is all about communication and establishing a personal relationship with your target audience. Use the expertise in your community — including your professional staff members and your residents, who likely are authorities in a variety of fields — to create a constant stream of engaging, informative content. Place articles on your website and on social media to get seniors and their families interested in your community; then, establish a relationship through topnotch events and personal communication from staff and resident ambassadors.
To engage with prospective residents, build your brand
Your brand communicates to prospective residents and their families what your community is all about. Attract and engage your target audience with clear messaging, appealing amenities, hightechnology solutions and consistent communication. Leveraging easy to use, simple technology to connect families and friends of residence with them, helps elevate your brand out in the marketplace.
