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Creating a Unified Brand Persona

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The Challenge:

Lutheran Life Communities is a faith-based, not-for-profit provider of senior living accommodations offering a wide array of services. The organization was experiencing rapid, sustained growth through the building of new properties and acquisition of existing properties. As the company continued to grow by adding more campuses, acquiring more employees and expanding in an extended geographic footprint, the need for a unified brand image became more important… and yet more elusive.

The Solution:

NorthStar Strategies’ goal was to firmly establish a well-integrated and unique brand persona for Luthern Life Communites that captures the true essence of what the Lutheran Life Communities campuses provide.   The result was establishment and adoption of a multi-site culture, a more coherent network of campus communities- united in purpose, proud of its strengths, empowered and vibrant, poised to move forward and improve the lives of an ever-expanding circle of seniors.

Religious Spectrum

LLC Religious Spectrum


A brand  equity audit was undertaken to determine the brand’s assets and key drivers. This quantitative research indicated that the brand’s religious designation needed to be broadened. The narrower focus led many people to conclude that the brand was only for those of Lutheran faith. A broader religious positioning better fit Lutheran Life Communities’ mission to serve a wide cross-section of population where they have campuses… without denigrating their Lutheran heritage.  

The Results:

The branding created an umbrella positioning for all Lutheran Life Communities marketing efforts from recruiting new residents to major corporate and individual fundraising efforts. The enterprise continued to grow by increasing occupancy despite the economic downturn and a stagnant housing market.

Smart Words

"Marketing isn't magic.  There is a science to it."

Dan Zarrella, Social Media Scientist, Hubspot