Branding that builds retirement communities

The critical moment that can break a new retirement village development from day one is thinking that its branding is simply the logo and, maybe, a slogan.

A properly and professionally developed brand strategy will have a strategically chosen name, considered brand identity design, targeted style guide and evocative, concise brand narrative all working together to deliver on the positioning for the relevant buyer audience. Its critical early influence on the project can often be overlooked.

Ideally, every retirement village brand’s first job comes long before the first promotional campaign is developed or ad is seen. It’s here at the earliest stages of development, briefing the project’s architect teams, effectively guiding the village’s design, liveability, look and feel that can impact the project’s success in so many effective (and efficient) ways.

To consider branding and positioning from the outset has proven over so many projects to be critical to sales success and building a desirable community.

It also helps to ensure a more efficient spend – as there is a connection all the way by a commitment to what this particular village ‘stands for’.

It is common to hear that our audience for a retirement village (the future residents) are a homogenous group, for instance, it’s all people over 65 that live within 5km of the development. Nothing could be further from the truth.

To spend the time upfront reviewing the market opportunity, developing the offering around this opportunity and then executing this through all touch points – from product design (briefing and liaising with architects and project teams), staffing, marketing campaigns and so much more…pays dividends.

A retirement community’s brand personality, distinct language, and specific tone of voice will be what your ‘community’ really connects with. Their experience of this, through your sales team, your signage, print collateral, and events become vital interactions that strengthen the bond, and then are ideally reinforced after move-in by the onsite team, from the manager, to the gardener, to the maintenance team.

It's these aspects of what brands can really do and how they can influence that also turns your communications into much more than just ‘marketing’.

The retirement villages, like Kokoda Residences at Waitara, that stay right on-brand will deliver the most persuasive awareness and sales leads as well as the most assuring, positive, and enjoyable experience. On every conceivable touchpoint.

For Kokoda Residences, starting with a strategically solid brand positioning, the consistent (yet adaptable to market conditions) messaging and tone of voice throughout the early stages of initial lead generation, ongoing advertising, marketing, and database development and nurturing, would need to be, and was, game changing. As we know, particularly selling off the plan, the retirement village purchasers’ ‘journey’ over the time from deposit to building completion (which can be an extended period of time) is vital to keep them connected and committed. From construction to completion, the opening and, finally, moving into their new residence. The positive, inclusive, influence of strategically developed brands then flows seamlessly into the village’s new community, supporting everyone through informative apps and websites. Delivering all the information that helps residents get the most out of their new day-to-day lifestyle, along with entertaining content throughout the neighbourhood… with the same, familiar, trusted, and reassuring tone of voice and visual presentation.

This is the retirement village and retirement village brand people want to live with, and this flows through to wonderful referrals for the future.