Rebrand and tailored messaging support national ambitions  

Creating a brand and messaging to build reassurance and warmth with clients who are often at a time of emotional crisis provided the foundations for rapid expansion and influence at a national level.



Scalable brand developed to attract clients and staff


Compelling messaging to engage targets


Expansion from sole trader to national service

The Challenge

To develop a scalable brand and compelling communications for a sole trader with national ambitions to provide a strong emotional connection with targets to drive enquiries and clients to support business growth.

marketing PR strategic counsel expertise Kent Sussex London

The strategy

Trading under her personal brand had enabled founder Debbie Harris to attract clients through word-of-mouth recommendations. Ambitious to be able to support self-funding families looking for the right care home around the country, she came to us to review her website content. We recommended that the starting point should be brand development, to provide a professional, scalable platform to expand the business geographically and to attract staff with aligned values to service a growing client base. With the new brand and assets agreed, we created messaging to engage the different audiences and developed it across digital and offline channels to provide the launchpad to support the ambitious business goals.

The outcome

A successful brand was created to create trust, reassurance and warmth with clients who are typically going through an emotionally challenging time, as well as providing an attractive employer brand to build the team that would be necessary to scale. The new brand, together with messaging tailored to the different target audiences – clients, their relatives and referrers – as well as strategic PR to gain media exposure on the BBC, enabled rapid expansion and provided the platform for the founder to champion self-funding families on the national political arena.

marketing PR strategic counsel expertise Kent Sussex London

Go deeper

For a deep dive into this project, read our full overview