Child Care Business Branding

In recent years, the topic of “business branding” has become an increasingly emphasized component of childcare marketing plans. So what is business branding? Branding is the process of having a consistent identity for your childcare business. Branding is not just a logo, byline, or catchy slogan. It encompasses everything that defines how a business is perceived, from its visual elements and messaging to its values and customer experience. Effective branding helps a childcare business differentiate itself from competitors, build trust, and establish lasting relationships with parents and other community members.

The Basics of Child Care Business Branding Should Include

• Business Name and Logo. Your logo should be distinct and well-designed. When choosing a logo design, make sure the colors are appealing, used consistently, and look good across all media – online, printed materials like letterhead and forms, signage, and clothing.
• Your message – the language and tone need to be consistent and express your brand (childcare business’s) personality. Over time, the childcare industry has moved away from “cute” logos toward more professional logos that reflect quality early childhood education.
• All things used as part of your business’s visual Identity – colors, fonts, images, and design elements must be consistently applied to all branded items. This includes signage, letterhead, forms, website, social media, clothing, newsletters – everything that represents your childcare business.

Consistent use of your brand will, over time, increase your childcare brand’s recognition in the community. And, most importantly, professional branding will communicate a professional image, professional services, and high-quality early childhood education.

Business branding does not need to be expensive. Yes, some companies specialize in childcare business branding. However, using a company that specializes in childcare business branding is not necessary. We recommend that childcare owners meet with at least three companies/individuals that provide business branding services. It is crucial to have a firm understanding of the services to be provided and a written estimate that details all services (in a line-item manner) and all associated costs and expenses. Too often, we hear from childcare owners who engage a branding company and move forward without a thorough understanding of the services to be provided or the total cost. The final costs were substantially more than anticipated.

Think of the initial childcare business branding as an investment in your childcare business and as part of future, consistent, professional marketing that should provide a return on investment – new enrollments, a professional image, and hopefully the ability to increase fees that reflect the professional care and educational services provided. However, excessive spending on childcare branding is no assurance of increased enrollment, tuition rates, revenues, or profits.

We recently received a call from a childcare owner about the financial management consulting services ChildCareOwner provides. His childcare business was struggling, and he was seeking assistance. Interestingly, he went to great lengths to describe the process he used to work with a high-end childcare branding company, including the months it took, the number of meetings, and the final cost, which exceeded $120,000. Unfortunately, the expensive branding did not provide a return on the high investment. He said that if he had it to do over again, he would have spent far less on branding (maybe not even $10,000) and used the rest for marketing campaigns and other initiatives within his childcare business. Keep this in mind when establishing your business branding budget and evaluating proposals from childcare business branding vendors.