Issue # 98 - Branding Your Business

How and Where to Brand Your Business

August 8, 2007

In This Issue
Great Branding Elements
Places to Brand Your Business
Kathy's Corner
Sweet Deal
Private Duty Today
Jason Tweed, editor of Private Duty Today 
Welcome to Private Duty Today, the bi-weekly electronic newsletter for Private Duty Home Care Leaders from Leading Home Care ...a Tweed Jeffries company. In this issue, we bring you ideas, information, and insights to help you grow your Private Duty Home Care business.

Private Duty Today is a permission-based newsletter. It is only sent to our recent customers and those individuals who have requested it, or who have given permission for their address to be included on our list of subscribers.

I'm Jason Tweed, Director of Business Development for Leading Home Care, and Editor of Private Duty Today

Private Duty Today is published every other Wednesday, and currently goes to over 6000 subscribers.
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Marketing to Die For... Without Killing Your Budget
 
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A Great Read 
Learn how Greg Smith has turned his physical challenges into his greatest strengths.  His autobiography is a great read.  Greg shares personal triumphs and intimate details of his life that every home care executive will value.
 

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When some of you hear the term "branding" you may have images of an old western movie with a rancher heating up a metal poker with an "X" on the end.  I have good news, branding your business isn't nearly as painful, and no cows will be harmed in the process.
 
Branding is more about consistency and identity in your marketing than a logo, although a logo certainly would help.  Branding is about creating a "look and feel" for your business.
 
Here are a few elements of great branding.
Great Branding Elements
Logo -- A logo is simply an iconic image to represent your company.  The Nike "swoosh" is among the most recognized logos on earth.  It's simple, undated, and relatively memorable.  It's also everywhere!
 
Color -- Corporate colors are increasingly important.  It wasn't long ago when the colors of business were black and white.  Today with websites, cheap color copying, and color fax machines, creating consistency with your corporate colors dramatically helps your branding.
 
Shape -- Will your marketing pieces contain large blocks of bold color?  Will you use more white with subtle watermarks?  Are your fonts modern and crisp, or elegant and flowing?
 
Key Words and Phrases -- Creating consistent language helps identify your business.  Do you call your clients "the frail elderly", "seniors", "older Americans", or "ol' farts"?  What term do you use to refer to your caregivers?  Do you have product names for different levels of care?
 
Frequency -- How frequently are you putting these elements in front of people who can purchase your service?  Are you branding your business image everywhere you can?

Places to Brand Your Business

Here are some samples of marketing pieces that should be branded.  Some of them are obvious, while others you may not have considered.

The obvious:
  • Business cards, stationery, envelopes
  • Brochures and flyers
  • TV, billboards and radio (yes, radio too)
  • Website

The not so obvious:

  • Caregiver IDs or name badges
  • Refrigerator magnets for every client
  • Your client intake packet
  • Your pens
  • Your "Post-it" style notes
  • Your fax cover sheet
  • Signage on your building, as well as around your office
  • Your office decor
  • Your e-mail signature
  • Magnets on your case manager's car
  • The necktie or lapel pin worn by your salesperson
  • Your blimp (it worked for Budweiser and Goodyear)
  • Forehead tattoos (for the truly dedicated)

Okay, for those of you who read the entire list the last two are getting close to ridiculous.  You may be asking yourself "How much is too much?"

My short answer is... you can never do too much branding.  Want proof?  Try this exercise.

Walk out onto any downtown street in America, large or small.  Walk to any point chosen at random and stop.  Slowly turn around 360°.  I can almost guarantee you will see a least one advertisement for Coca-Cola.  Someone will be drinking a Coke, you will see a machine selling coke, a piece of Coca-Cola signage, a large delivery truck or some other evidence of Coca-Cola's existence.

Top 10 Questions

 
By Kathy Clater

Thank you for the many positive responses I received from the information I sent to each of you (Private Duty Today subscribers) last week regarding the caregiver pre-employment assessments.

 

It's encouraging to see the growing level of commitment in our industry to improve the quality and reliability of caregivers, reduce turnover, and protect the defenseless from the "bad guys" by hiring the right person in the first place.  It's also motivating for me to continue to bring you other great recruiting and retention products.

 

I've noticed that there are a number of commonly asked questions about the assessments, so permit me this opportunity to address those.

 

1.  How do applicants complete the assessments?

On the computer.  It's really easy, just "point and click".

 

They can also be taken by paper and pencil, but then someone in your office will have to "point and click" the answers into the testing port.

 

2.  How long does it take to complete the assessments?

About a half hour to complete all three assessments.

 

3.  Do I need fancy software?

No!  All you need is an internet connection.

 

4.  How are assessments scored?

Automatically by computer.

 

5.  How long does it take to get the reports and interview questions?

Both are available instantly as soon as the applicant presses the "submit" button on the final assessment.

 

The staffing coordinator immediately prints the reports and interview questions and takes them straight into the interview.

 

6.  Are the reports easy to read and understand?

Yes!  It doesn't get much easier than green (a good fit), yellow (some concern), and red (serious concern) indicators.  You will also automatically receive behavioral interview questions based on the applicant's results.

 

The system will also automatically print every question on the integrity assessment the applicant answered in a counter productive manner.  These are organized by the same categories as the graph, so you will know exactly why someone is green, yellow, or red.

 

7.  What training and support is provided?

Your one time set up fee of $149 provides you with a copy of The Private Duty Caregiver Selection System e-book (a $149 retail value), phone training with me for everyone in your office who plays a role in the hiring process, and ongoing training and administrative support for the term of your license. 

 

8.  How much do assessments cost?

After the one time set up fee, most agencies purchase an annual license, which gives you unlimited use of all three assessments for one year.

 

If you have 50 or fewer caregivers, the cost of an annual license is $750.  If you have more than 50 caregivers, the cost is $15 per current employee.

 

9.  How do I get started?

Call or email me to schedule a phone appointment.  I will take your credit card information and set up your account on the testing port; email your e-bookl and other materials; and schedule your phone training.

 

10.  How can I get more information?

Contact me:  email Kathy@leadinghomecare.com or phone (502) 339-0653 or visit our web site www.privatedutytoday.com.

Sweet Deal

If you missed our teleseminar series "Marketing to Die for... without Killing Your Budget" you truly missed out.

 

Angela Landmesser and Patricia Menoni have grown their business to over $3 million annually in just a few years using... BRANDING!

 

They have developed brand recognition and built extraordinary relationships using unique giveaways and unusual marketing campaigns.  Their private duty company is the most recognized in their market, and people actually smile when their sales team walks in the door!

 

Amazingly... they tell you exactly how they did it... and encourage you to STEAL from them!

 

If you'd like to learn more, we recorded the telephone seminars onto three audio CDs.  Trisha and Angie also wrote our #1 selling e-book by the same title!

 

Here's a sweet deal... our regular price for the CDs is $299 and the e-book sells for $149.  I'm willing to give you the whole deal for $299. 

 

Follow the link at the bottom of this page and click on the giant red links that say "sweet deal".

 

Or give our office a call today at 1-888-668-9333 and say "Jason offered me a Sweet Deal!"