Harness the Power of Culture to Make a Difference

National Church Residences is the largest and most comprehensive not-for-profit developer and manager of affordable senior housing in the United States. The organization manages over 330 communities in 28 states. National Church Residences has a growing employee base of over 2400 individuals and is growing at a steady pace. The growing senior population coupled with the pressures in Medicare and Medicaid financing is placing demands for the affordable housing industry to become more efficient. As a leader in the industry National Church Residences will on the forefront of leading this change. The senior management team at National Church Residences knew at the core of their success was their culture, known as “The National Church Residences Way.” National Church Residences retained Brand Tool Box to define “The National Church Residences Way” using our brand platform framework and to use our proven internal brand building process to actively engage its culture to consistently integrate the “The National Church Residences Way” in their daily activities.

Research, Platform, and Training
to Bring Culture and Brand Together

Brand Tool Box conducted a comprehensive quantitative brand research study to determine the strength of the organization’s current market position and possible re-positioning alternatives. A similar research study was conducted to assess the internal brand or culture of the organization. The employee assessment showed different cultures across different communities (organizational units) as well as gaps between the understandings of the brand (“National Church Residences Way”) between facilities and the corporate office. Following the development and implementation of the brand platform (“The National Church Residences Way”), Brand Tool Box worked with National Church Residences’ human resource and training departments to implement the Brand Tool Box® Internal Brand-Building Program to all 2,400 employees. To coordinate the internal branding with the external brand building Brand Tool Box developed and implemented a brand positioning strategy that included developing a robust brand platform, new corporate identity and a new brand identity system that balanced the needs of building a strong corporate brand while balancing the needs for brand identity at the local community level.

Integrated Solution to Tap into the Brand Inside

National Church Residences now has the confidence to accelerate its growth plans to greatly expand its capability to effectively help thousands more “vulnerable” individuals, year after year, for the foreseeable future. With the new internal brand building process in place, employees are now authentically connected to “the National Church Residences Way,” the operating principles that has provided the platform for their renowned accomplishments helping vulnerable populations survive and thrive across the nationwide system of housing and health care.

 

In addition, its new corporate graphic identity and brand platform provides a strong platform for communicating across their national marketplace. Another vitally important part of this process was the real boost in confidence for the board of directors, senior leadership team and employees that the National Church Residences corporate name is relevant in today’s marketplace, providing further credence of the vitality and authenticity of “the National Church Residences Way.”

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