Truly Deeply’s brand research showed that while Baptcare had some strong recognition, it was not clearly understood or differentiated. The brand perception was also inconsistent across staff, customers, and stakeholders.

The brand was also viewed as dated and not aligned with the organisation’s strategic vision.

Truly Deeply conducted extensive research with internal and external audiences to gain an in-depth understanding of the Baptcare brand. While there were several brand challenges, we identified consensus amongst staff, stakeholders, and customers around what made Baptcare special. The brand had a powerful and authentic story – we needed to articulate and bring this to life in a compelling way.

In a highly regulated and competitive sector, finding true differentiation isn’t easy. Just about every promise was being made in the sector, with many focused on how they care, put ‘you’ first or help you live a better life.

Baptcare’s diverse service offering made it challenging to compete with niche service specialists, on ‘what they do’ or ‘how they do it’. However, this also represented an opportunity to showcase a more connected and sector-leading approach, with one brand.

With the brand architecture strategy in mind, we created a powerful and distinctive purpose-led proposition. This unites and engages all audiences, and resonates across all services.

At the heart of the new brand is the promise of ‘making a meaningful difference’. This leverages the brand’s heritage, reignites the vision in a contemporary way, and activates and mobilises the entire organisation around a compelling ‘why’.

Making a meaningful difference is about genuinely listening and understanding, respecting and empowering others, and working together to create positive outcomes and memorable moments. Best of all, while the articulation of ‘meaningful difference’ is new, the thinking has always been at the heart of Baptcare.

A full brand proposition including new brand principles, positioning, and personality was created to provide clarity and direction for all brand communication. Comprehensive messaging and tone of voice guidelines were also developed to guide consistent and on-brand communication, with careful consideration for how this needs to be tailored to different services and audiences.

We also developed an Employee Value Proposition (EVP) to help Baptcare build its culture and employer brand.

Building on audience and stakeholder insight, we created a more sophisticated and considered visual identity system that brings ‘a meaningful difference’ to life.

The Baptcare brandmark was retained but refreshed with a more expansive and modern colour palette. This included an evolved and richer green as the main brand colour and  a complementary selection of vibrant and optimistic supportive colours.

The imagery has been also transformed to showcase real people and genuine and valuable brand experiences through ‘moments of meaningful difference’.

Truly Deeply provided stakeholder consultation, audience research, brand audit, market review, brand strategy, brand architecture, messaging, tone of voice, Employee Value Proposition (EVP), brand identity design, and brand guidelines.