Maintaining a brand and changing the name of an organisation is not an easy task.

Leading community housing provider Home in Place’s expertise in this crucial area of business has been recognised by winning an ABA100 Australian Business Award for Brand Management.

The award is one of three it received from the Australian Business Awards in 2024. The other awards were for Employer of Choice and HR Management.

Home in Place CEO Australia Lyndall Robertshaw said all three award is a credit to all our staff.

Ms Robertshaw said understand the importance of building and maintaining brand and embracing the organisation’s recent name change.

Home in Place started as Newmacq Housing almost 40 years ago. In 2007 it became Compass Housing Services. Compass Housing expanded from its base in Newcastle NSW to other parts of NSW and into Queensland, Vicotria and New Zealand. It is one of Australia’s largest community housing providers and the largest providers of Specialist Disability Accommodation (SDA) housing.

In 2023 it changed its trading name to Home in Place.

Ms Robertshaw said the new name better reflects the organisation’s vision of delivering appropriate, affordable housing while fostering sustainable communities and better positions it for further international expansion. She said the name change has been successful thanks to detailed planning and implantation.

“A creative agency helped to develop and focus group test the new name,” Ms Robertshaw said.

“We put together a multidisciplinary work group to oversee the rebranding project and gain staff buy in through and help in creating a strategy through workshops and presentations.” she said.

“With clear objectives, milestones, and success measures defined we devised plans to inform all stakeholders including tenants and external partners. We used a variety of engagement and communication initiatives including video messages, FAQs, emails and meetings to promote understanding and support.”

“A brand is much more than a name or logo. It is the way staff and customers and stakeholders feel about your organisation.”

“You build and maintain a brand by having a strong, uniting vision. Everything from systems, policies, employee attitudes and behaviours to the look and feel of your premises and training influences your brand.”

“Brand management requires constant focus and attention by everyone.”

The Australian Business Award for HR Management recognises organisations which successfully implement initiatives that demonstrate excellence in human resource management. The Employer of Choice Award recognises organisations whose policies and practices support effective employee recruitment, engagement and retention to maximise the potential of its workforce.

Ms Robertshaw said Home in Place is a people focussed not for profit organisation. It seeks to attract and retain talented people to maintain its high performance standards to serve and support people experience disadvantage and challenges.

“These awards validate that Home in Place is a great place to work.”

“It is very satisfying to be judged an employer of choice that can demonstrate achievement across many areas of: organisational culture & leadership; employee education, training & development; employee health, safety & satisfaction; performance management; and recognition & remuneration.

Home in Place’s successful Enhancing the Employee Experience initiative was a factor in winning both awards.

“Enhancing the Employee Experience holistically looks at ways to create an exceptional work environment to promote employee well-being, engagement, and satisfaction. We tailor these to the diverse needs of our people.”

“Home in Place’s comprehensive benefits package, flexible working arrangements, recognition program and commitment to training and development are some of the ways we empower employees to build fulfilling and enduring careers.”

“The three awards recognise then expertise in our small marketing and HR teams and the ability of our teams and people to work cross functionally to achieve organisational objectives.”

The three Australian Business Awards were not the only additions to the trophy cabinet this month. Home in Place also took out the 2024 Business Hunter Award for Outstanding Community Organisation.