Case study
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.
Snapshot
BRAND
Scalable brand developed to attract clients and staff
MESSAGING
Compelling messaging to engage targets
GROWTH
Expansion from sole trader to national service
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.
Services: Brand development, websites, SEO, digital marketing, offline marketing, strategic PR
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.
When I first approached Sharp Minds to help me with content for my website for my new company, I knew what my offering was, but didn’t have a proper identity for the business. Sharp Minds suggested that my starting place should be brand development. This led to a very clear brand, and from this Sharp Minds were able successfully to build compelling messaging on both our online and printed marketing, conveying our services with warmth and reassurance to our target clients, who are often at a point of crisis when they come to us. I thoroughly recommend Sharp Minds for their expertise: their ability to understand a new business and its challenges quickly to make sure their clients are positioned for success.
Debbie Harris, Founder - Chosen With Care
