Our Name Change

The organisation formerly known as Baptist Community Care…

We have a new name and a new look! What hasn’t changed is our commitment to the community and the services that we provide. Our unwavering support of vulnerable families, youth, the disabled and the frail aged truly is ‘bringing care to life’.

On June 1st, 2006 Baptist Community Care (BCC) officially launched its new name: Baptcare.

Along with the name change, a new look and feel was also devised that reflects Baptcare’s growing presence within the community, the passion of its committed staff and the clients that it serves.

Baptcare needed to adopt a new image that retained a faithfulness to its Baptist and Christian traditions, but which portrayed the organisationin a more inclusive, dynamic and professional way.

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We are excited by the outcome, and the opportunity it provides us to promote our services and our profile within the wider Victorian community.

Why did BCC need to rebrand?

BCC’s public image, visual identity and public profile needed to be reconsidered and developed in order to obtain consistency and most importantly:

  • Greater Appeal
  • Great Presence
  • Greater Recognition

Internal Environment Research

  • BCC had not intertwined the BCC brand effectively throughout its services and struggled to maximise its profile within the wider community.
  • The BCC brand has a low public profile and market presence, despite the organisation’s 60 year existence.

External Environment Research

  • 98% of people interviewed did not recognise the BCC brand, had not heard of BCC and consequently did not know what services we offered.
  • Further research revealed that the initial response from interviewees on presentation of the BCC brand was that it had sectarian overtones and they were "not interested to learn more about the work that we do”.
  • The research indicated that the BCC brand was not widely recognised, nor did it accurately reflect the work of BCC within the community or represent our stakeholders accordingly.

Consultation with stakeholders

To assist us with this process, we knew consultation with our major stakeholders groups was essential. These workshops focused on collating information from the following:

  • Residents, Clients and Clients' Families
  • Carers
  • Donors
  • BCC Employees
  • External Stakeholders
  • BCC Board Members
  • Baptist Union of Victorian Representatives
  • Senior Management

Strategic objectives of the new brand identity

  • More meaningful brand differentiation
  • Greater sense of unity
  • To demonstrateour professionalism
  • Greater public profile and recognition
  • To reconnect with Baptists

In Baptcare's 60 year history, the organisation has seen many changes, and accomplished many things.Baptcare will continue to touch the lives of many Victorians through our provision of the highest of quality care for those in need in our community.

The new image seeks to symbolise how Baptcare, through its passion, strength and commitment, ignites the dormant human vitality that is part of every person served. The focus and ideal is that of helping people realise their true potential, at whatever stage of life they are in, rather than on focussing more narrowly on the management of social problems. The new brand image seeks toconvey the message that Baptcare enriches people’s lives, enhances their sense of dignity and self worth, and helps them rise above their needs and realise their full potential.

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