TRANSPARENCY: WHY ANSWERING TOUGH QUESTIONS HELPS YOUR BRAND
Just as human connection can’t be built on small talk, you can’t connect with families and seniors based on marketing copy or positive words alone. In fact, hearing positives only can sound superficial or even fake.
Every week, we hear from families and seniors who want to know the true story about the communities and care services they’ve shortlisted. They want to hear the negatives—not to dismiss the positives, but quite the opposite: hearing the negatives helps them trust the positives.
Your community’s branding involves more than listing strengths and features. Multifaceted, nuanced honesty resonates with people. That can mean discussing what your community or service is not or can’t do. In the right context, negative statements amplify your positive features.
ComfortLife.ca’s Brand Identity questions come from decades of working with families and seniors, focused on communicating your culture and values in a way that garners trust. Here is one question you might be hesitant to answer:
"Under what conditions would you advise someone against choosing your community?"
You might feel an immediate, visceral resistance to answering.
But doing so would be a crucial step in building your brand.
Let’s explore how some communities have used the question as an opportunity to strengthen their brand message. We hope this will inspire you to answer the question—along with other Brand Identity questions—in a way that’s edifying and educational for your prospective clients.
Being candid about what you can and can’t do
Shepherd Terrace used the response to discuss limitations, while communicating their mindfulness of what prospective seniors might need:
“We strive to provide a supportive and welcoming environment where residents can thrive, but there are certain situations where our retirement residence, Shepherd Terrace, may not be the best fit. If a potential resident is actively exit-seeking, requires a two-person assist for mobility, or is no longer weight-bearing, we may advise that a care setting with more advanced support is better suited to their needs.”
Orchard Gardens in Kelowna’s answer is direct and frank, which sharpens the many positives in their report.
“If an individual requires round-the-clock medical attention, or specialized full-time healthcare services that exceed what Orchard Gardens can provide, such as nursing care, we recommend exploring options that cater specifically to those needs.”
Reinforcing your strengths and core mission
When you explain who your community isn’t a good fit for, you can reinforce and clarify your vision. Wildpine Retirement Residence addressed the question while also touching on what life in their community is like:
“When new clients move into Wildpine, they often have preconceived notions about what life in a retirement community will be like. … Many expect it to be quiet and somewhat isolated. Wildpine is buzzing with social activities and community events. New clients often find themselves quickly becoming part of a lively, engaged community.”
Demonstrating a real commitment to your values
Livita Queens Avenue Retirement Residence used this as an opportunity to reassert their inclusiveness. Their answer says, in part:
“We have a diverse and experienced staff that accept people as they are today, and as they grow forward. Our values are such that we remain compassionate and caring to all. Those who are less accepting may need an alternate environment to Queens.”
OPAL Vancouver’s somewhat similar response re-emphasizes the importance they place on residents’ safety:
“At Opal's long-term care floor, we are unable to accommodate certain situations, including violent or abusive behavior, as well as wandering issues. The safety and well-being of all residents is our highest priority.”
