How we earned ‘We Care’: the story behind our rebrand
Today we launch our new brand, our new website and a new tagline: We Care.
Two words. It took a long time to earn them.
This is the story of how we got there, because the process matters as much as the result. It changed what we say about ourselves, what we refuse to say, and the standard we hold ourselves to.
We started by admitting we sounded like everybody else
Read the website of any outsourced contact centre and you will find the same promises. Scale. Quality. Partnership. Technology. Experience. All true of us. All true of our competitors.
That was our starting point, and it was uncomfortable. Over thirty years of building something genuinely unusual, described in language anyone could have written.
So we stopped trying to write a better version of the same thing and asked a harder question instead: what is true about Kura that cannot be copied?
The answer was in our people.
We looked at what makes Kura different in practice rather than on paper, and one fact kept coming back.
Our advisors stay with us for an average of seven years.
In our industry, that’s remarkable. It’s also the thing everything else hangs from, once you follow it through.
People who stay for seven years learn a client’s business properly. They learn the customers, the brand, the pressure points, the things that go wrong on a Monday morning. They know it as well as the client’s own team does.
And people who understand a business that well can shape a service around it. How it’s designed, how problems are solved, how customers are handled & what the operation is measured on.
That is the difference between building a client’s model and handing them ours.
Most outsourcers cannot do it, and it’s because their people leave before they learn the business. When your team turns over constantly, a fixed model is the only thing you have to sell, so you sell the model and ask the client to fit it.
Then we asked why our people stay
This is where the line came from.
People do not stay for seven years because of a benefits package. They stay because they are developed, trusted and looked after. We run eight development processes across an advisor’s whole time with us. Our managers came off the phones. So did our CEO. We recognise people constantly, publicly & from their peers.
We do that because we believe it’s right. But it turns out it also works. People who are cared for care more, and they bring that into every customer conversation.
Care is not the soft part of our business. It is the reason the hard numbers move.
Care drives performance. That is the belief. We Care is the shorthand.
Every claim had to earn it
A line like We Care is easy to write and easy to disbelieve. So before we would put it on anything, we set ourselves a test.
Every claim had to come back to something this business genuinely does, and we had to be able to prove it. If a claim did not connect to how we actually work, it came out. If it did but we could not evidence it, it came out too.
That second rule was the harder one, and it did something we were not expecting. It made us look properly at over thirty years of work and results, and what came back was the same thing every time. We care. The evidence had been telling us for decades. We had just never said it out loud.
We checked it against the people we actually talk to
A positioning that only makes sense inside our offices is not positioning, it’s a mood.
So we built detailed profiles of the people who make and shape decisions about a partner like us, using input from across our leadership team and evidence from real client work.
None of them wake up thinking about care as an idea. All of them are dealing with the direct consequences of its absence.
What We Care commits us to
Here is the part we are most excited about, and slightly nervous about, which is usually a sign you have got something right.
We Care is not a description of how we feel. It is a test we now have to pass in public, every day.
It means we continue to invest in our people throughout their career. It means we keep building each solution from the ground up when a standard model would be quicker. It means we keep measuring ourselves on what happens to a client’s customers, not on how busy we look.
It also means we have given every person we work with a very simple way to hold us to account. If a client ever feels that their customers are not being cared for, we have not just missed a target. We’ve missed the point.
That is a high bar to set for yourself. We set it deliberately.
Over thirty years in, we finally have language that matches what this business has always been. The new brand and the new website are the start of showing it rather than saying it.
We Care. Now watch us prove it.
