BetterLTC, a company specializing in long-term care solutions, seeks to enhance its market presence through a well-defined branding strategy. The goal of this project is to develop a cohesive branding strategy that aligns with BetterLTC's mission and values, effectively communicates its unique offerings, and differentiates it from competitors. The project will involve analyzing the current market landscape, identifying target audiences, and crafting a compelling brand narrative. The student will apply their advanced marketing knowledge to create a strategy that includes visual identity elements, messaging guidelines, and promotional tactics. This project provides an opportunity for a 4th-year marketing student to synthesize classroom learning with practical application, focusing on strategic thinking and creative problem-solving.

The deliverables for this project include a comprehensive branding strategy document that outlines the brand's core values, target audience profiles, and competitive positioning. Additionally, the student will create a visual identity guide, including logo concepts, color schemes, and typography recommendations. A messaging framework will also be developed, detailing key messages and taglines. Finally, a promotional plan will be proposed, suggesting marketing channels and tactics to effectively reach the target audience.