MEDIA RELEASE: Wednesday 1 May, 2024
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Leading residential care provider marks new chapter
One of Scotland’s leading providers of residential, nursing and specialist care is marking the beginning of a new chapter by refreshing its brand and introducing a new name.
After being known as Balhousie Care Group for the past 30 years, the care operator is now renaming, simply, as BCG: a shortened form of the previous name. This comes after the business was purchased by international healthcare business, AcalisCare in 2022.
Now, with new teams, new management and new ideas, freshening up the brand has been a natural next step.
The transition process will happen gradually, beginning with announcing the new name, logo and Brand Values, rolling out digitally and physically across its assets, and will be followed by the launch of a new website in the summer, and finally, larger aspects including signage.
The project took inspiration from across the company: from staff working across BCG’s 24 care homes, along with residents and their families: all were asked their opinions on the direction of the rebrand through a survey.
From this, a new logo has emerged featuring a welcoming house, a simple representation of the warmth and comfort provided in each of BCG’s care homes and how, for each resident, it’s their home.
Another logo version that proved popular in the survey – the rainbow – prompted a series of themed logos supporting awareness campaigns throughout the year. These themes include Pride month, Black History month, Christmas and, especially relevant for the care sector, Dementia Awareness month.
The staff and residents, and their families, also had a hand in developing new values. Spelling the word ‘CARE’ the values have been crafted to have a more meaningful connection to what the teams, working across BCG, dedicate themselves to every single day.
The four pillars of BCG’s new Brand Values are Compassionate, Accountable, Respectful and Everyone counts. Each value also promotes specific areas to consider, representing this aspect of the care-giver, and stand for how the people of BCG want to live their lives and care for their residents and each other.
Karen Johnson, Managing Director of BCG, said:
“Care is at the very heart of everything we do at BCG and, as we emerge into a new chapter, we feel it is important to re-establish our identity by developing a refreshed warm brand with our team. Part of this is collaborating on new values to proclaim exactly who we are: to directly connect with, and reflect, the care we provide and to which we are committed every day.
“Our care homes are where our residents call home – where they feel safe, warm and looked after, with great care and love. We are so delighted to be able to show the meaning of ‘home’ through the refreshing of our brand.”
Lieven Baten, Chairman of BCG, added:
“Since Balhousie Care Group was founded 30 years ago, the care sector has constantly evolved. The world has changed too, particularly since 2020, and, as we all look to the future, our brand refresh is an opportunity to embrace a new chapter and to redefine our commitment to providing quality care for all our residents.”
For more information about BCG visit www.balhousiecare.co.uk
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Photo Captions
Team with new BCG logo: (Front left with white scarf) Karen Johnson, Managing Director, BCG and (front right in suit) Lieven Baten, Chairman, BCG with colleagues from across BCG.
For media enquiries please contact Anna Gunn or Melanie Brockway on: Anna.Gunn@balhousiecare.co.uk or Melanie.Brockway@balhousiecare.co.uk
Or call 01738 254 254
About BCG
Balhousie Care Group (BCG) was formed 30 years ago to fill a gap in quality residential care in central and North East Scotland. Today, with 24 homes, providing care to almost 900 residents and employing over 1400 team members, it is one of the leading providers of care for older persons in Scotland, along with specialist dementia and Huntington’s care, care for young adults with a diagnosed learning disability and a Youth Physical Disability service.
Owned by AcalisCare, Balhousie Care prides itself on its person-centred approach to care and inclusivity: putting people right at the heart of everything they do.
Their person-centred approach to care, innovative practices and close community links have made them a trusted name in care and earned them a swathe of awards.
In 2022 alone, BCG took home three Courier Business Awards, including the prestigious Business of the Year, a Great British Care Award, a Scottish Care award and an s1Jobs Shine Award. In 2023, Balhousie Care were finalists in four categories of the UK-wide Housing with Care Awards, winning the award for Supported Housing Innovation. They also achieved four finalists in the 2023 Scottish Care Awards, winning the Training, Learning and Staff Development Award.
