When people think of “brand,” the first image that comes to mind is often a new logo or fresh colours. But in reality, brand is much more than a look; it’s the story you tell, the trust you build, and the confidence families and staff place in you.

Rebranding is never just about a new logo. It’s about who you are, how you connect, and the emotions you spark in the people you serve. At Tops, our rebrand was born out of a realisation that while we were sharing plenty of facts about our sustainability, our innovations and our growth, we weren’t always speaking to the heart of why we do what we do. For nurseries navigating today’s challenges, an authentic brand can make the difference between surviving and thriving.

Parents today are spoilt for choice, and a clear, trusted brand helps parents cut through the noise. Research from McKinsey shows that when businesses align brand and marketing effectively, they can see up to 30% improvements in marketing efficiency and 10% growth in revenue without extra spend. For nurseries, that means fewer wasted enquiries and a higher chance of filling places. At Tops, we’ve seen this first-hand: enquiries have been lower since our rebrand, but our conversion rate is higher, as families are clearer about who we are and what we stand for.

Funding rates remain below the true cost of delivery, and many nurseries rely on consumables charges or enhanced packages to bridge the gap. A strong, consistent brand gives parents confidence that those extras represent real value. Studies across sectors suggest strong brands can command a 10-20% price premium compared to weaker peers. In childcare, that translates to parents being more willing to accept additional charges when they trust the provider.

Brand also shapes your reputation as an employer. Nurseries with a clear, values-led identity are more attractive to new staff and more likely to keep existing colleagues engaged. What surprised us most at Tops was the almost complete lack of complaints when we launched the new brand. Change is usually met with scepticism, but instead colleagues embraced it. That pride has translated into stronger morale and lower turnover and every reduction in churn saves money that would otherwise be spent on agency fees or repeated training.

The benefits of a rebrand will only be realised with a lot of reflection and work behind the scenes. When you want your brand to connect emotionally with your colleagues and parents, it is essential that it is true to the heart of your organisation. If you’re proud to be a warm, family-run setting, don’t suddenly position yourself as the Harrods of nurseries. You won’t attract the parents and children who will love you. Showing who you are makes filling the nursery more efficient by attracting the parents who are most likely to chime with your offer. 

Of course, rebranding comes with costs and challenges. At Tops, disposing of old branded merchandise felt painful, and aligning every change at once was a huge task. We learned it pays to time rebrand projects with website refreshes or scheduled print runs to reduce waste. Yet those upfront costs are balanced by long-term savings, with less duplication and fewer one-off design jobs.

Our experience has been that brand matters more than we realised. Parents are clearer, staff are prouder, and our reputation is stronger. In a sector under pressure, investing in brand may be one of the smartest ways to safeguard the future for children, families and colleagues alike.

At Nursery Management Show London 2025, Sam King will be speaking as part of the Marketing & Branding panel.