September 20, 2024 —Throughout Kendal, we know that creating and growing a brand is not merely about showcasing services and amenities. To attract prospective residents and members, marketing teams work to create a connection that resonates emotionally with prospective residents for Kendal communities and for Kendal at Home members, where they can truly see the value and feel a connection.
Howard Braxton, Senior VP of Kendal’s Marketing, Sales, and Communication Department, shares that Kendal’s last brand assessment was over a decade ago, and with the advent of new technologies, expanding services, and increased competition, it’s crucial to step back and understand what the brand means in today’s context.
While high occupancy numbers and continued expansion throughout the Kendal System point to signs we maintain a highly successful brand, it’s important to step back to evaluate assumptions and discover if there may be opportunities that we are missing. This effort will help us clearly understand how Kendal is distinct and special in an increasingly complex economic environment. Through this research, Kendal can identify areas for enhancement and updates, whether it may be the tagline, visual identity, or overall brand positioning.
Understanding the Market Landscape
Successfully evolving a brand requires a deep understanding of the market landscape. To lead this effort, Kendal has engaged the expertise of BrandMettle strategists. With decades of experience, these professionals understand the complexities, challenges, and opportunities in the marketplace and with customers. They aim to find the ‘unique and ownable opportunity’ for Kendal, leveraging insights and experience from across connected categories.
The process begins with the BrandScape Analysis. This involves a comprehensive examination of direct and indirect competitors, deconstructing their brand promises and core messaging, and assessing their digital footprints. By doing so, Kendal gains valuable insights into the competitive landscape and identifies opportunities to differentiate themselves, ensuring a unique and compelling brand identity.
The next step in this comprehensive evaluation is conducting Brand Audits. These audits utilize virtual and in-person focus groups to uncover perceived brand values internally among residents, members and employees and externally among prospects, influencers, and referral sources. By understanding what the brand signifies to different audiences, Kendal can seize the greatest opportunities for growth and refinement.
Engaging With Stakeholders
Internal and external focus groups will be held for Affiliates nationwide throughout the fall. These focus groups will provide valuable perspectives from diverse stakeholders, allowing Kendal to understand their perception of the brand and its impact better.
Focus groups play a pivotal role in BrandMettle’s Kendal brand evaluation process. Engaging with stakeholders from various segments leads to a better understanding of a brand’s real and perceived values. This understanding will enable Kendal to pinpoint areas where we can capitalize on strengths and address potential weaknesses.
Through these insights, Kendal can seize the greatest opportunities for growth and transformation and help us align brand values with the aspirations and expectations of prospective residents and members, ensuring that the brand remains relevant and compelling in an evolving marketplace.
Charting the Course for Brand Evolution
Once the insights are gathered, Kendal will work to chart a strategic course for brand evolution. If determined to be needed, this may begin with a Brand Strategy Workshop, where key stakeholders will collaborate to define the brand’s future direction. This will involve brainstorming creative concepts and developing a cohesive brand message that resonates with the target audience.
Following the strategy workshop, and if needed, Kendal may then move into Creative Concept Development. Here, innovative ideas are transformed into tangible concepts that capture the brand’s essence. This phase would be important for bringing the brand’s vision to life and ensuring consistency across all touchpoints.
Kendal’s Marketing and Communications team plays a vital role in coordinating the brand evaluation initiative. Collaborating closely with Affiliate marketing teams and CEOs, they will ensure that the insights gained from the evaluation process are effectively translated into a brand strategy and guidelines that generate excitement and can be comprehensively implemented.
A Collaborative Approach to Brand Evolution
Kendal’s brand evaluation initiative has been enthusiastically received across the System. In addition to the potential for this process to shape the future of the Kendal brand, Affiliate CEOs and marketing teams recognize the intrinsic value of the data and local market insights that can be used immediately. The positive response from stakeholders underscores the importance of collaboration and the collective effort required to achieve meaningful brand evolution.