Nursery World - Nursery Chains: Branding

The moniker that a chain adopts should be memorable and tell parents instantly what kind of care it offers, says Katy Morton.

With so many nursery chains named after animals, creepycrawlies, plants and trees, it really is a jungle out there.

Most owners admit that choosing a name for their nursery group was challenging - which is not surprising, as a name is the first aspect of the business that prospective parents will encounter.

Giles Thomas, managing partner of branding agency Branded, explains, 'All brand names are important, as their purpose is to communicate what a service offers. A name should explain a category, how (the settings) are different and who they are for.

'It is vital that the name of a nursery communicates what it is offering, and, along with a logo, endorses a setting.'

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