Why brand values are at the heart of the care industry

It goes without saying that the care industry should offer high-quality care and support to those who need it most, but that’s not all. Care homes need to provide more than what is expected, and should go above and beyond to deliver the exceptional services that residents and their families deserve. It can be hard to define what this looks like when (catering for) meeting so many unique needs and experiences: this is where brand values come in. Brand values are the core beliefs that an organisation stands for, and underpin every action and decision taken. In the care industry, these values don’t just define how a home operates, but provide the basis for staff to develop deeper relationships with residents and their relatives and ensure standards are always exceeded. Clearly defined brand values are the guiding light at the heart of the care industry, helping to shape every element of the care and support residents receive. Here’s why they’re so important.

Defining brand values

Whether it’s a commitment to treat every resident and their family with dignity, respect and honesty, a person-centred approach to care, or the importance of encouraging choice and independence, setting out clear values in the care industry is key. Offering a consistently high-quality service isn’t an easy task in the current climate of rising costs, funding cuts, and relentless demand. At the end of 2024, the government estimated 86.2 per cent of care home beds in England were occupied, and staff are under more pressure than ever before. But by defining and keeping clear values in mind and at the heart of their actions, staff can rise to the challenge and support residents to fulfil their potential.

Building Trust

Families need to be confident that the home they choose for their relative is going to be the right fit and that the care they will receive will be up to scratch. It can be difficult for families to determine these things ahead of time, but care homes that adhere to strong brand values and put their best foot forward can prove to prospective residents that what they have to offer is of high quality. Choosing a care home is a difficult but important decision, and building trust can help ease any initial nerves. Care homes that clearly display their values in any promotional materials, but also through their actions at every stage of the care process, are more likely to help residents and their families feel secure and looked after. Listening to and taking seriously any concerns or worries is crucial. Providing examples of how staff encourage residents to retain their independence, how sensitive issues are handled respectfully, or the range of activities on offer to boost resident wellbeing can all go a long way too.

Establishing culture

Strong values are not only important for those residing in care homes: they’re also important for employee motivation and retention too. Workplace culture is shaped by values, and this plays a big role in attracting the best staff. Everyone wants to work for an organisation that has a solid reputation and a positive culture, and strong values can set care homes apart from their competitors and create a sense of belonging. Research by LinkedIn reports that 68 per cent of professionals in Europe want to work for companies that share their values. Many in the care industry see their work as a vocation, and this passion for the industry should be reflected in the values of every element of the care industry.

Putting people first

Ultimately, brand values being at the heart of the care industry is about putting people first. When the industry acts in line with its values, everyone is treated as worthy and their needs are listened to. It’s about putting residents at the centre of the service and every decision made, and having a positive impact on their lives. Dealing with the strains and stresses of what is an emotionally and physically taxing job can make it a challenge to consistently deliver, but brand values can act as a guide and reminder to keep going.

What this means

Building trust, establishing a workplace culture, and ensuring that people are always at the heart of all decisions is made possible in the care industry when strong values are in place. Having strong values means residents, families, and staff are treated with the care and respect they deserve, and residents are supported to live their lives to the fullest.

Taking the time to establish and embed these core principles throughout the care industry is a non-negotiable when it comes to providing a top-quality service, and our industry has proven time and time again that the right support can go a very long way.