Today, we are becoming BCG!
After being known as Balhousie Care Group for the past 30 years, we are rebranding and renaming, simply, as BCG: a shortened form of the previous name. This comes after the business was purchased by international healthcare business, AcalisCare in 2022.
Now, with new teams, new management and new ideas, freshening up the brand has been a natural next step.
Back in the Autumn we sent out a survey, asking for opinions on rebranding Balhousie after 30 years. We had a great, positive and constructive response, thanks to all our teams and residents, and their families.
Over the next weeks and months, we’ll be transitioning to our new name and our new logo
The new logo features a welcoming house, a simple representation of the warmth and comfort provided in each of BCG’s care homes and how, for each resident, it’s their home. Beyond everything else we provide, ‘home’ is the most important word for our residents. We also recognise times when we want to ring the changes and highlight things that matter to us. So, we have special variants of our logo created, to use digitally, to celebrate those:
- Pride Month in June
- Dementia Awareness Month in September
- Black History Month in October
- Christmas in December
Through the survey, new values were also developed.
Spelling the word ‘CARE’ the values have been crafted to have a more meaningful connection to what the teams, working across BCG, dedicate themselves to every single day.
The four pillars of BCG’s new Brand Values are Compassionate, Accountable, Respectful and Everyone counts. Each value also promotes specific areas to consider, representing this aspect of the care-giver, and stand for how the people of BCG want to live their lives and care for their residents and each other. See our full new Values HERE.
The rebranding process will happen gradually
Beginning with announcing the new name, logo and Brand Values, we will be rolling thee out digitally and physically, followed by the launch of a new website in the summer and, finally, larger aspects including signage.
Karen Johnson, Managing Director of BCG, said:
“Care is at the very heart of everything we do at BCG and, as we emerge into a new chapter, we feel it is important to re-establish our identity by developing a refreshed warm brand with our team. Part of this is collaborating on new values to proclaim exactly who we are: to directly connect with, and reflect, the care we provide and to which we are committed every day.
“Our care homes are where our residents call home – where they feel safe, warm and looked after, with great care and love. We are so delighted to be able to show the meaning of ‘home’ through the refreshing of our brand.”
Lieven Baten, Chairman of BCG, added:
“Since Balhousie Care Group was founded 30 years ago, the care sector has constantly evolved. The world has changed too, particularly since 2020, and, as we all look to the future, our brand refresh is an opportunity to embrace a new chapter and to redefine our commitment to providing quality care for all our residents.”
FAQs
We know there may be questions about what this all means, so we’ve created some frequently asked questions (FAQs) to give some quick answers, HERE.
