TLC Healthcare

The Australian Business Award for Brand Excellence recognises organisations that have achieved outstanding results through initiatives that demonstrate excellence in brand management.

Founded in 1991, TLC Healthcare is one of the largest family owned providers of integrated aged care, primary care and training in Victoria. In 2014, TLC embarked upon a five step project to revitalise its branding, including a logo redesign and the development of an extended web presence.

To achieve this a new Executive Team was formed to develop a business plan that encompassed the creation of a new brand image across the entirety of the organisation. An emphasis was placed upon ensuring that the new branding represented the company’s mission and values; reflected the modern and innovative nature of TLC; could be adapted to include additional products; was referential to the previous brand; provided each location with an opportunity to have its own URL; and was appropriate to incorporate into a uniform range.

19 months was allotted for the project to progress from stage one to five. Stage one involved engaging a branding agency to redesign the TLC logo, this was of primary importance given that the resulting logo would form the basis for the remainder of the re-branding project. The final design was inspired by the Anemone (Windflower), which symbolises health, protection, healing and fragility. In general, green flowers can be symbols of life, new beginnings, health, resilience, wellbeing, renewal and optimism. The progressively growing curves of new growth symbolises the holistic and innovative business model and service offering of TLC, and its commitment to future evolution.

Concurrently to their logo re-design TLC engaged a digital design agency to renew their web presence (stage two), launching a new website that was updated to reflect their renewed brand identity. Stage three involved rebranding all company policies, stationary, promotional items, launching websites for each location and producing a marketing kit. This was then followed up by phase four, which saw the entire TLC team receive updated uniforms that reflected TLC’s new image. Stages one through four of the project were delivered on-time and on-budget, with stage five currently being undertaken as an effort to renew company signage.

TLC Healthcare’s brand redesign project and the subsequent revitalisation of their brand identity has earned them a Brand Excellence Award in the Australian Business Awards 2016.

The Australian Business Awards are the regional chapter of an integrated, hierarchical leadership program conducted on a national and international level. Eligible organisations from each region are invited to participate in the international chapter of the program at The World Business Awards. Conducted annually and currently in the second year of its international launch, The World Business Awards seeks to engage with the world’s business, innovation and technology leaders through a global recognition and knowledge building initiative that is underpinned by the program’s established framework. The program engages with organisations worldwide to benchmark the full spectrum of their products, services and initiatives and to review their business performance. The cycle culminates in the recognition and celebration of organisations that implement world-class business initiatives and industry leading products and services on a prominent and far-reaching scale. All entries must be entered in the regional chapter where the organisation is based.

Organisational participation includes private companies, publicly listed companies, multinational subsidiaries, not-for-profit organisations, non-government organisations, educational institutions, franchise systems, partnerships, government departments, government agencies, local government and statutory bodies operating in Australia.

Initiatives can include but are not limited to projects, programs, processes, systems, technologies, developments, ventures and undertakings.

Entries are assessed utilising a robust and dynamic framework to ensure that the assessment process is pertinent and objective. The World Business Awards Framework (WBA Framework) is utilised as a structured model of assessment that enables the participating organisations to be benchmarked against world class performance standards. The Framework consists of specialised assessment modules pertaining to the evaluation criteria for each of the award categories. The criteria and sub-criteria provide a robust set of requirements that are used as the methodology for benchmarking and learning among the participating organisations.

Organisations that participate are provided with the unique opportunity to benchmark themselves against the top performers globally. The recipients are acknowledged for their achievements and recognised as the elite of their industry earning a place amongst a distinguished group by having their products, projects, initiatives, contributions and achievements recognised on a prominent and far-reaching scale. The program provides the ultimate platform for building knowledge, increasing brand awareness, equity, loyalty and retention through increased exposure, recognition and prestige. This establishes a valuable resource that can be used extensively to create opportunities for publicity, positive organisational profiling and heightened brand awareness within the respective industries both nationally and internationally.