by Wendy O’Donovan Phillips

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Senior living branding

Straight up, Medium reports, “The average revenue increase attributed to always presenting the brand consistently is 23%.”

So, what is brand inconsistency costing your organization?

If it’s totally inconsistent, about 23% of annual revenues. That’s a hefty fee.

How does that cost break down? Beyond lower total revenue and EBITA, an inconsistent brand can lead to:

  • Lower trust from potential residents and families
  • Higher Customer Acquisition Cost (CAC)
  • Marketing budget leakage
  • Low market share
  • Slower growth and scaling
  • Lower brand equity when the company goes public, merges or is acquired
  • Lower speed to lead
  • Higher recruitment costs
  • Higher staff turnover

Take this quick quiz to uncover what your team is doing well in brand consistency and where improvement is needed:

1. All our recruitment marketing efforts fully reflect the organizational mission, vision and values and differentiate the organization from other potential employers, compelling candidates to apply for open positions, readily accept the job offer and remain loyal to the organization.

  • Strongly agree
  • Agree
  • Disagree
  • Strongly disagree

2. Our logo and tagline are designed and written to make one high-level promise we know we can keep.

  • Strongly agree
  • Agree
  • Disagree
  • Strongly disagree

3. Our website is designed and written to make one high-level promise we know we can keep.

  • Strongly agree
  • Agree
  • Disagree
  • Strongly disagree

4. Our website is designed and written to show visitors clear ways we are different and better than any other option (including staying home and not moving).

  • Strongly agree
  • Agree
  • Disagree
  • Strongly disagree

5. All our digital marketing efforts lead to compelling landing pages that clearly state our promise and how we are different and better.

  • Strongly agree
  • Agree
  • Disagree
  • Strongly disagree

6. All our landing pages and website pages include a clear, compelling call to action that inspires the visitor to connect.

  • Strongly agree
  • Agree
  • Disagree
  • Strongly disagree

7. All our social media posts are well branded with consistent design and messaging.

  • Strongly agree
  • Agree
  • Disagree
  • Strongly disagree

8. All our content marketing (blog posts, podcast episodes, educational videos, educational email campaigns, promotional email campaigns, etc.) have a consistent look, feel and message that reflect our known promise and differentiators.

  • Strongly agree
  • Agree
  • Disagree
  • Strongly disagree

9. All our team members talk the same talk with every prospective resident and family member when it comes to warm lead outreach and sales conversations.

  • Strongly agree
  • Agree
  • Disagree
  • Strongly disagree

10. In one-to-one conversations, all our team members share the same marketing and sales resources with consistency.

  • Strongly agree
  • Agree
  • Disagree
  • Strongly disagree

11. All our Executive Directors share consistently branded communications (event calendars, family updates, brochures, etc.) at each of our locations.

  • Strongly agree
  • Agree
  • Disagree
  • Strongly disagree

If you answered “Disagree” or “Strongly disagree” to more than two of the questions above, your organization may be at risk of diminished financial outcomes.

In “Why Consistency Is Vital to Your Branding Efforts” Entrepreneur reporter Jessica Lang writes, “Most of us base our predictions for the future on past experiences. In the absence of past purchases, your brand is the closest thing potential consumers have to weigh the risk associated with the purchase in question. If they perceive your brand as trustworthy and reliable, the likelihood of a purchase increases. Consistency is the path toward this brand image.” Button up brand consistency to bolster the sense of reliability in your services.

Learn exactly how to increase brand consistency and attract more move-in-ready leads to your communities now.

Yes, I want a complimentary strategy session with a Big Buzz nurture marketing expert today so I can get:

✅ Clarity on the root causes of current lead issues

✅ Research and industry intel that will help eradicate lead issues for good

✅ A clearer vision for reaching the organization’s desired future state

✅ A free initial nurture marketing plan to invite warm leads to move in now

GET SCHEDULED

Big Buzz is a marketing agency delivering a steady stream of move-in-ready leads to teams serving the senior living industry. For more than 15 years, Big Buzz has helped senior living marketing and sales teams nurture leads to increase occupancy, grow and scale. CEO Wendy O’Donovan Phillips is the author of the book Flourish!: The Method Used by Aging Services Organizations for the Ultimate Marketing Results, has been published in McKnight’s, has been a regular contributor to Forbes, and has been quoted in The Washington Post, ABC News and Chicago Tribune. The Big Buzz leadership team regularly lectures in front of audiences ranging from 25 to 3,000 attendees, including at Argentum and various LeadingAge chapters. Agency awards and accolades include recognition for excellence by the American Marketing Association, Gold Key Award Winner by the Business Marketing Association, HubSpot Academy Inbound Marketing Certification, and Top Advertising and Marketing Agency by Clutch.

by Wendy O’Donovan Phillips

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