Nursery World - Work Matters: Business Development

Establishing a strong brand identity for your nursery is all about attention to detail. Responding to enquiries in a way that reinforces that identity is vitally important, says Sarah Steel, managing director of The Old Station Nursery group.

I remember a friend who works in PR looking through a selection of business cards in her wallet and pulling a face. 'I do hate that,' she said, 'when people have a hotmail or Yahoo! e-mail address for their business.'

To be honest, at the time it wasn't something that I'd ever really thought about. When we started The Old Station Nursery, part of the start-up process was to talk to a graphic designer, who worked up a logo for us; we then started to build our brand from this logo. We had the usual letterheads, business cards and stationery made, all uniform with our logo and signage. Next came the website (now on version three) and gradually, without really doing much more, our brand was born.

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