Repositioning Harbison: Strengthening Reputation and Market Position in Aged Care

Overview

Challenge

In 2017, Harbison was the largest aged care provider in the region, with strong community awareness. However, in a shifting and increasingly competitive market, perceptions were mixed. While well-known, its older facilities were unfavourably compared to newer, premium competitors and a newer facility was not well known in the market. Some viewed Harbison as a provider for those unable to afford alternative options and key referrers expressed strong negative opinions.

Harbison had not proactively managed its reputation or branding. There was no clear understanding of its value proposition and why customers should choose it. With a new CEO and leadership team, it was an organisation in transition. To remain competitive and harness future growth opportunities, Harbison needed a clear, customer-focused marketing strategy that repositioned its offering.

Solution

Edmonds Marketing began with in-depth research and a comprehensive market scan to understand customer needs, perceptions and the competitive landscape. Through strategic workshops with the leadership team, we crafted Harbison’s brand positioning strategy—defining its mission, vision, values, and key points of difference. This positioned the Harbison brand for success reinforcing its identity and aligning with its broader business strategy.

The result was a new brand strategy anchored in the tagline ‘Heart and Home’ leveraging Harbison’s strengths in community and authentically communicating its deep commitment to care – that their heart is truly in it. It resonated because it was real: a place that felt like home, not an institution, where people experienced genuine warmth, connection and belonging.

In addition to developing a marketing plan and one-year marketing communications strategy, we recommended a full brand refresh, including:

• A contemporary new logo, refreshed values, and an updated brand style
• A simplified name (from HarbisonCare to Harbison)
• A redesigned website, new sales brochures, and professional photography and videos
• A revitalised marketing approach to clearly articulate Harbison’s value proposition

We also recommended Harbison address negative perceptions, including renovating dated facilities and adjusting pricing to ensure genuine value for money. Since then, Harbison has undertaken major refurbishment activity and built an award-winning Harbison Dementia Living facility.

To embed the new brand internally, we facilitated “Live the Brand” workshops with all staff, enhanced internal brand communications and refined the customer sales process.

Outcome

Six years later, research showed that these developments had significantly improved public perception, strengthening Harbison’s market position. The brand repositioning and facility upgrades helped shift Harbison’s image from an outdated provider to a more desirable, premium choice increasing its pricing significantly. Key outcomes included:

• A stronger, more positive reputation among customers and community stakeholders
• A transformation from a dated, old-fashioned image to a more modern and emotive brand
• Increased appeal to wealthier residents
• Improved relationships with key referrers
• Stronger market positioning, enabling a significant increase in pricing and long term growth

Harbison’s “Heart and Home” positioning remained relevant and continues to be meaningful in its market.

Testimonial 

“A key success from working with Edmonds Marketing was the development and implementation of our brand positioning, including our organisational values – guided by their excellent process. The insights and strategy developed by Edmonds Marketing served as a wake-up call, sparking critical leadership conversations that highlighted the need to reposition, re-energise, and reinvigorate our organisation.

This transformation has driven significant changes including a $20 million investment in new and refurbished facilities. Edmonds Marketing’s recommendations played a pivotal role in supporting these investment decisions and follow-up research conducted several years later confirmed a significant improvement in our reputation and positioning.

The Harbison brand continues to evolve, embedding these values while strengthening our workforce strategy and reinforcing our position as a leading provider in the Southern Highlands region.

With innovative models of care, intergenerational initiatives, and an expanding community impact, we are shaping the future of ageing—one that is dignified, inclusive, and deeply connected to the people we serve. Edmonds Marketing has been a trusted and valued partner throughout this journey.”

David Cochran, CEO, Harbison