A childcare brand is more than just a logo or the colour of the practitioners’ polo shirts – it is the nursery's ethos, values, vision and reputation. Many nursery brands have taken years to build up, and practitioners and parents alike develop a strong emotional attachment to them. When a smaller setting is acquired by a larger organisation, the new owner needs to approach questions of rebranding with tact and sensitivity, says Sarah Fromageot, sales and marketing manager at Kindred.
‘Before you go into an acquisition, you can never tell what emotional attachment staff have to the brand,’ she says. ‘We have to tread carefully because they are often very attached to something that they’ve been helping to build. It is important to go into an acquisition understanding the reputation, the strength and the value of the brand in the local community.’
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