A Change for an industry tradition
Making changes in the funeral industry is not always easy, particularly when it impacts on a community whose individuals will rarely have to use the services of the local funeral home. Funeral homes provide a service which is relied upon, but rarely considered. In other words, we know the service is there should we need it, but we pay little attention to it otherwise. Many funeral homes have been a part of their local community for years and in some cases over 100 years.
So the question is how then can you successfully change a name so entrenched in history in an industry such as this? The Guardian Funerals umbrella brand was created two years ago in NSW to bring together many traditional style funeral directors, some of whom have been part of their local communities for a hundred years. The move combined funeral homes who had already been associated with one another for years, but by operating under individual names were not able to best utilise their pool of resources.
Damian Hiser is the General Manager of the group and he says, “Two years ago we announced that 26 of our traditional style funeral homes had formally become a Guardian Funeral Provider. Since then we have slowly introduced the name into the local community.” This year has seen the commencement of Phase 2 of the development of Guardian Funerals. In phase 2, 12 locations have taken the Guardian Funerals name as their primary name.
In other words the likes of Labor Funerals which until recently was known as ‘Labor Funerals – A Guardian Funeral Provider’, now becomes ‘Guardian Funerals incorporating Labor Funerals.’ Over time, other locations may progress to Phase 2 and eventually some will end up in the final phase; using only the Guardian Funerals name. For the 12 nominated locations that have moved to Phase 2, the signs on the building have now been changed to Guardian Funerals.
Damian points out that each location has conducted an information campaign in their local communities stressing that “the new name will not mean any change to the staff and high levels of service we pride ourselves on. We will continue to gently guide people through the funeral arranging process tailoring a service to reflect thelife of the individual and to suit the family’s spiritual, cultural, emotional and financial needs.” Guardian Funerals locations extend throughout Sydney, Wollongong and Canberra.
They all share a common personal and professional approach that you would expect from long standing businesses who have always been heavily involved in supporting the local community; from bowling clubs to working with the RSL, being on the Chamber of Commerce and sponsoring the local charities A special evening for all Guardian Funerals staff was held to officially launch phase 2. Damian said, “It was a great night. It was the first opportunity we have had to bring all the staff together since the introduction of the Guardian Funerals brand.
Everyone is really supportive of the move. They were also all impressed by the new signage which incorporates a very visible green which is part of the branding.” The launch was also supported by a television advertising campaign which began airing in May. It is the first time in a long time that a funeral home has advertised on TV in Sydney.
There are fours ads in rotation which focus on ‘real stories’ and how Guardian Funerals have guided families through the funeral arrangement process to make the service reflect the life of the individual. Damian says, “The feedback from the public on the TV ads and the rebranding in general has been very positive.”
