developing a brand strategy
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Defining Branding
February 20, 2008
Developing a Brand Strategy for Your Institution
© Lipman Hearne 2008. This material cannot be copied or reproduced without permission
Agenda:
Defining brand
Branding in the higher education context
The role of identity in branding
Brand Claims
Steps to brand development
Brand Positioning
A Case Study
Defining Branding
Brand: YOU
AT BIRTH
IN COLLEGE
CAREER CHANGE
OUTSIDE OF WORK
AT RETIREMENT
Brand is
NOT:
Brand is not:
The next project after the website
Your mission statement
Cooked up in the cabinet meeting
“Category” attributes
Defining Branding
Brand is not:
A logo
Color scheme/look and feel
A rule book
Advertising
Defining Branding
Brand
IS:
Brand is:
Every association and experience
Functional and emotional
Intrinsic and original
Contextual and positional
Active and intentional
Defining Branding
WINNING BRANDS:
Are championed by everyone
Pay attention
Are responsive
Change with the times
Move to meet goals
WINNING BRANDS:
Meet a compelling need (beyond “a degree”)
Inspire loyalty
Create a premium
Facilitate choice
Insulate against competition
Are ‘money in the bank’
WINNING BRANDS:
The Challenges of Brand-building
Why the angst?
Brands are abstract and metaphysical
Perceived as a ‘Zero-Sum-Game’
Perceptions affect brand—the ‘truth’ is vulnerable
‘Consumers’ are not rational
Come from commercial models
Requires collaboration and collusion
Defining Branding
The role of identity in branding
IDENTITY IS A REFLECTION OF THE BRAND
IDENTITY IS A REFLECTION OF THE BRAND
Distillation of experience
Essence
Reflection of value
Impression of associated qualities
Frame of reference
What identity can’t do:
Can’t tell a story
Can’t fix a brand
Doesn’t drive the brand
Defining Branding
What identity does best:
Reflects a personality
Expresses an abstract notion
Establishes an organizing architecture
Provides the ‘brand collateral’ for product extensions
Establishes benchmarks and standards for consistent visual expression and naming conventions
Defining Branding
Checklist for brand claim:Can we really make this promise?
Distinctive in market
Relevant to constituents
Credible and supportable with evidence
Consistent with brand heritage
Feasible and executable
Positioning the Brand
Reverse-engineering Some Brand Claims
6STEPS TO BRAND
DEVELOPMENT
1.Define the need.
Understand presenting concerns
Use evidence
Consider the past
2.Capture objectives.
Determine shared ambitions
Prioritize audiences
Set realistic goals
3.Analyze the world
outside.
Conduct constituent research
Explore the competitive and issue environment
Constructively engage with findings
4.Draft beta brand
platform and strategy.
Capture brand characteristics
Formulate a competitive brand claim
Consider how to best deliver
5.Test and refine.
Determine credibility and “gap”
Explore emotional connection
Listen for audience preferences and habits
Refine platform and claim
6.Develop brand tools.
Develop marketing plan
Check identity and architecture
Brand Positioning
Staking Your Claim
Brand totality of associations and experiences
+
Brand
Positioning
totality of associations and experiences
your brand in the competitive environment
+
Brand
Positioning
Brand claim
totality of associations and experiences
your brand in the competitive environment
the turf you stake and defend=
Checklist for brand claim
Strong and distinctive
Relevant to constituents
Credible
Consistent with brand heritage
Feasible
Positioning the Brand
Developing a brand claim
Blending science and insight
Holistic and strategic thinking
No single formula
Choosing how to focus now
Positioning the Brand
Positioning Challenge #1
Getting beyond “category”
Distinguish between “points of parity” and unique attributes
Positioning Challenge #2
Strength v. Relevance
Balancing what you are best known for against what you learn to be the most important “decision-drivers.”
Brand Positioning Priorities
Positioning Challenge #3
Motivating Desire
Understanding what audiences want from your brand beyond a degree or other functional benefit
Motivating desire
Asking the right questions
Ethnographic research
Cultural understanding
Positioning the Brand
Case Study:Fielding Graduate University
A CASE STUDY
Fielding Graduate University
Fielding Graduate University
Founded in the early 70s as an “alternative”to traditional in-residence graduate programs
“Human development” fields of psychology, org development, education
For place-bound adult studentsNow competing in for-profit online environment
Positioning the Brand
Fielding Competitor Positioning Landscape
Positioning Priorities: Fielding Graduate University
Academic quality relative to for-profits
Specialized institutional focus
Reputation in disciplines relative to for-profits
Flexibility
Commitment to social justice
Technology
Institutional reputation and prestige relative to “traditional” universities
Non-profit status
Top accreditation
FOU
ND
ATI
ON
Institution’s stated mission
Functional benefits to constituents
Defining attributes of the institution’s brand: relevant, tangible, verifiable
Tangible symbols
BRAND BENEFITBRAND FEATURESBRAND ICONS
Character and stylePrinciplesIdeals
Emotional benefits
BRAND PERSONALITYBRAND VALUEBRAND REWARDFU
NC
TIO
NA
LEM
OTI
ON
AL
Brand framework
University GOALS
Affiliation with/degree from respected graduate university in human development fields
• Exclusive focus in inter-related fields of Psychology, Human & Organization Development, and Educational Leadership
• Top professional accreditation• Dialogical/distributed learning model enabling
customized degree paths• Attracts self-directed professionals • Demonstrated research excellence• Collaborative scholar-practitioner community • Committed full-time faculty members
BRAND BENEFITCORE ATTRIBUTESBRAND ICONS
Smart, creative, caring, independent
Respect for the individual generates creative solutions and enlightened practice
“The Ph.D. that I was meant to get and that earns others’ admiration”
BRAND PERSONALITYINSTITUTIONAL VALUEBRAND REWARD
FUN
CTI
ON
AL
EMO
TIO
NA
LValidated Brand Platform: Fielding Graduate University
Mission: Fielding Graduate University prepares its students to serve as reflective professionals through its innovative doctoral and master’s programs, collaborative learning model, and continuing professional education. We support professional and personal transformation through a learning model which integrates theory, research, and values with high integrity practice and scholarship in Psychology, Human & Organization Development, and Educational Leadership & Change.
Fielding Brand Claim:
A specialized graduate university providing all the quality—plus the flexibility of on-line delivery—to draw the most self-directed and creative human development professionals
Fielding strategy:Play on ground competitors can’t
Specialized nature
Institutional solidity
Quality guarantors (APA accreditation)
Third-party endorsement
Positioning the Brand
Fielding strategy:Show students as agents
Independent ways of thinking
Students as colleagues
Breakthrough solutions in disciplines
Positioning the Brand
Fielding strategy:Don’t dwell in self-actualization space
Emotional appeals
Supportive culture (reads as remedial)
Soft imagery
Positioning the Brand
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