Ecumen

Ecumen, a large provider of aging services, manages or owns 80 facilities and related services. In an effort to leverage its legacy and expand its reach into a broader market for senior services, Ecumen went through a change management initiative over a four-year period.

After changing their name, Ecumen needed to define their brand and get all employees engaged in the brand to leverage the new corporate brand.

Brand Tool Box conducted a Brand Discovery phase including an internal brand assessment. We developed and implemented a brand strategy that included developing a robust brand platform, delivering the unique qualities of its organization; developed a new brand identity system that balanced the needs for system efficiency and maintaining a local community connection.

After defining what the brand stands for, we worked with Ecumen’s human resource and training departments to implement our Internal Brand-Building Program to all of their 4,000 employees.

With the development of a new brand platform, Ecumen was able to use this cohesive strategy to guide the direction of their current and prospective facilities.

The new brand platform allowed Ecumen to have one brand on the inside while still maintaining separate identities for their constituents as geographic descriptors of the Ecumen brand.