Steps for Branding, or Rebranding, Your Funeral Home

What do client families do when a death occurs and they don’t have a go-to funeral provider picked out? They Google it.

There are several things they could be looking for to influence their decision: Top Google reviews, location, reputation or overall branding. If you’re fortunate, something they see online will attract them to you. When that happens, it’s likely the work you’ve put into building your brand and reputation has paid off. If what they see online isn’t enticing them to reach out, it may be time to consider rebranding your business.

Many professionals have researched how often a brand should rebrand or refresh its look. There are varying opinions, but, in general, it is a good idea to evaluate your brand roughly every five years. And that doesn’t just mean getting a new logo. When was the last time you Googled your funeral home? Have you recently updated your staff photos or facility images? What story is your website telling, and does it align with your true value offering?

Do a quick audit of your branding assets (website, social media, printed materials), then review them for consistency in messaging. You may find it is time to refresh, rebrand or reign in your funeral home brand.

Start with your goals and objectives

Do you want to increase your Google reviews? Do you want more referrals? Do you want to strengthen the experience your client families have at your firm? Which objective or goal will help your business thrive and grow? Identifying that objective first will help start your path and then should influence your marketing strategy. It will also help you create a priority list for what you should focus on first.

Lean into your strengths

What is your funeral home known for or has succeeded at? What do you do better than any of your competitors? Do you have a long-standing reputation in the community? If so, look through testimonials to see what your customers say about your brand. Use those in ads, social media posts, website testimonials, etc.

Doing this initial research will help you develop your brand’s personality. Identify your strengths, then lean into them. Brag about your funeral home!

Refresh your media assets

Gather all of your digital and printed materials and review them for consistent data and messaging. Consider updating your photos across all materials.

Client families want to see and know who they will be working with. They want to picture what their services may be like when using your funeral home. Take professional photos of your facility and your staff and make sure to review them frequently for any changes. Update profiles for each staff member on your website because families may want to connect with you before they meet you.

Your staff is your asset. Don’t be afraid to get personal and show off who you are to your clients. Did a staff member just adopt a new puppy, win a local award or celebrate a milestone? Share that on social media. Make it personal.

These are just a few starting points to get you thinking about your funeral home brand and how you can position it. A periodic review will ensure you are seeing what your customers see and can manage that message.


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