When you think of brand, your funeral home’s name or logo may be the first things that come to mind. However, these are NOT your funeral home’s brand.

Your brand is not a name or a sign; it’s the feeling families get when they read your name and the memories they have of their experiences with you.

Your brand shows your families that you care about providing them with the best possible funeral experience. It also distinguishes your funeral home from competitors by showcasing your uniqueness, such as your active community involvement. To put it simply, it’s the meaning behind everything you do and work hard for every day.

So how can your funeral home determine your brand and implement it into your work? We’ll help you get started below.

How Do You Determine Your Brand?

Two important things to keep in mind is your audience and engagement. Who is your funeral home’s target audience? Who is currently engaging with your funeral home? Before you determine your brand and work on engagement, you should know your audience demographics.

When determining your brand, consider what you want families to first think of when your funeral home comes to mind. How do you want them to remember their experiences with you? How is your funeral home unique? What makes you stand out among competitors? These are a few questions to ask yourself.

It may help to list some adjectives to describe your funeral home and its staff. These are the words that you hope families use when describing your funeral home’s staff to a neighbor or friend.

For examples, these are a few adjectives that you may want to list:

• Caring
• Kind
• Respectful
• Knowledgeable
• Understanding
• Hardworking
• Trustworthy
• Resourceful
• Comforting
• Approachable

Also, you can make a list of words to describe a family’s ideal funeral experience. The funeral not only is a chance to honor their loved one, it’s an opportunity to begin a healthy grief experience. And as you know, personalization is big with families, as they want the funeral to represent who their loved one was.

For example, these are a few words that you may want to list:

• Meaningful
• Memorable
• Honorable
• Personalized
• Thoughtful
• Creative
• Inspirational
• Beautiful
• Unique
• Valuable

How Do You Show Families Your Brand?

Once you determine your brand, you should determine ways to engage with your families. For example, let’s say you want to go the extra mile for your families. You can do this by hosting community events, providing care packages, and other things that make their experience meaningful. You can give families everything they wanted and more from their experience with you.

Or, maybe you strive to help your families long after the funeral. You can find ways to show them that you’re not out of their life once the funeral is over. You’re there for them if they need help with grief, memorialization, preplanning, or getting involved in the community. Or, you can even be a friend to confide in if they need someone to talk to.

Ultimately, it’s about giving families what you promise. Your brand can’t be successful unless you follow through with your plans. Through your hard work and dedication, you can make your funeral home’s brand a reality for your families.

What is your funeral home’s brand? Share your thoughts in the comments below!