Branding in the early childcare and education sector is very similar to branding in any marketplace. It refers to the specific image the business develops and promotes to make services unique, recognisable and memorable in the minds of prospects and customers.
A strong brand is more than just a logo; it’s reflected in everything from your customer service style, staff uniforms, business cards and premises to your marketing materials and advertising.
It is this branding that sets the centre apart, immediately representing everything it says and does, embracing and projecting the culture, personality and quality of the business.
Steps for creating a business image includes:
- Determining products and services
- Determining the business uniqueness
- Creating a business positioning statement
Branding should be considered in the early stages of starting a business – launching a business with a strong brand will give you a greater chance of success.
Without a unique niche or brand in the early childcare sector, prospects may tend to view the business as just “another centre” in the growing childcare centre industry.
In a world where competition exists branding matters.
Successful branding is about giving your customers a link – an emotional bond, a trust in the place that is caring for, and teaching their child. There have developed great reputations and ensured that everyone, parents and children, are content and happy on a day to day basis.
These centres are already branded successfully and resonate with their target market. When a number of centres have been through a period of change parents and prospects may not be sure exactly which services those centres offer and if the reputation is strong. By making sure your brand and message is clear, you ensure parent’s and prospects make informed choices.
Creating a strong brand involves in-depth market research to determine what customers are looking for and how best to attract them to your business. A strong brand will help customers to remember your business and feel greater confidence that your products or services will suit their needs. Customers tend to be loyal to a brand they feel engaged with and can trust.