Branding in Senior Living: Why It Still Matters

You can't be all things to all people. Your brand differentiates your service from that of your competitors. A clear, focused brand defines who you are, who you want to be, and how others see you. It’s your personality, and it’s what helps customers connect with you.

Your brand is not your logo, brand name, website, or product. It's the stuff that feels intangible. 

For example, IKEA's vision isn't just to sell furniture. Their brand approach is centered around "creating a better everyday life." Their branding demonstrates their commitment to providing value beyond the point of sale, and it’s implied in everything they do.

Senior living marketers often present community features as their brand: high-end amenities, lovely grounds, friendly residents, caring staff. In an increasingly competitive market, these are the features that most communities promote. Successful senior living branding asks people with established lives to reimagine themselves in a new context; helping them to envision changing not just where they live, but also how and why a move is beneficial in the first place. It’s an emotional decision, and branding is an important component of that.

Branding, at its best, turns features into benefits and benefits into feelings. And feelings are what drive decisions.