Development of a new positioning was undertaken to reflect the Nurture Nannies’ true value offering, this positioning was ‘no place like home’. The existing brand look and colours were combined with the new positioning to create a brand look that was streamlined and able to be applied consistently across all collateral. Through strategic planning, key target customer sectors were identified. These key target customers were considered and targeted specifically in the messages and structure of the website. These targeted messages were also applied and incorporated into sales collateral.