Successful, Consensus-Based<br />BRAND<br />June 1, 2011<br />Twitter hashtag: #emgkb<br />
Bob BrockPresident and Co-founder<br />professional:: 36 years in higher education communications and marketing … co-found...
Marlene BrockExecutive Vice President and Co-founder<br />professional:: strategic counsel to more than 150 organizations…...
Stephen BiernackiNew Media Specialist/Account Coordinator<br />professional ::  finding practical and scalable ways for in...
agenda<br />great brands…<br />branding process…<br />energizing stakeholders…<br />brand foundation…<br />
brand as an idea<br />a brand is the ideathat you want to own in the hearts and minds of your most important audiences<br />
brands you know<br />innovation, imagination, and simplicity in human-friendly technology<br />social activism, sustainabl...
brands you know<br />innovation, imagination, and simplicity in human-friendly technology<br />social activism, sustainabl...
brand as an idea<br />your branding ideacomes from within…<br /><ul><li>deeply held core values
historical competitive advantages
strategic areas of focus and growth
unique strengths and competencies</li></li></ul><li>academic brands<br />innovation that solves society’s emerging challen...
academic brands<br />innovation that solves society’s emerging challenges<br />personal engagement and challenge from your...
branding process<br />Research & Analysis<br />where are you now? . . . . . . . . . . . . . . . . . . . . . . <br />where ...
#emgkb<br />now, a little about you…<br />instant  poll<br />where are you in the branding process?<br />Thinking about br...
consensus-based branding<br />bring internal stakeholders into the process as early and as often as possible<br />
pride and power<br /><ul><li>infuses the community with pride and purpose
energizes faculty & staff to improve performance
mobilizes faculty, staff, students & alumni as brand advocates
guides allocation of human & economic resources</li></li></ul><li>Awareness<br />Attitude<br />Advocacy<br />working toget...
Campus experience
Faculty/staff relationships
Service & support</li></ul>Delight<br />Purchase<br />FACULTY& STAFF<br />RECRUITERS<br /><ul><li>Campus visits/tours
Website
Social networking
Recruiter relationships</li></ul>Preference<br />Interest<br />MARKETING<br /><ul><li>Website
Advertising
Collateral
Communications</li></li></ul><li>#emgkb<br />now, a little about you…<br />instant  poll<br />who is on board with your br...
1<br />where are you now?<br />data convinces…don’t skip the research!<br /><ul><li>audit of current brand messaging and p...
benchmarking staff, resources, and process
analysis of major competitor positioning
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EMG Academy KnowledgeBuilder - Build a Successful, Consensus-Based Brand

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This KnowledgeBuilder is a presentation of the EMG Academy on Build a Successful, Consensus-Based Brand . It was presented on June 1, 2011. Learn more about KnowledgeBuilders at http://www.emgonline.com/Academy/Pages/EMG-Academy/KnowledgeBuilders.

A successful brand platform has the power to energize and mobilize faculty, staff, students, alumni, and friends. It infuses the entire campus community with purpose. It galvanizes faculty and staff to focus and improve their individual performance based on your niche leadership position and your distinctive competitive advantages. It differentiates your institution from competitors, and it guides the allocation of human and economic resources to achieve a unique expression of excellence. It states clearly what you stand for.

How is all of that possible?

The answer lies in a branding process used by colleges across North America. This seminar defines how to stake out a leadership position and build a consensus-driven brand platform.

© 2011 Educational Marketing Group, Inc.
All rights reserved. This document contains protected intellectual property. The information and materials contained herein may not be duplicated, reproduced, or distributed in any manner whatsoever without the prior written consent of Educational Marketing Group, Inc.

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EMG Academy KnowledgeBuilder - Build a Successful, Consensus-Based Brand

  1. 1. Successful, Consensus-Based<br />BRAND<br />June 1, 2011<br />Twitter hashtag: #emgkb<br />
  2. 2. Bob BrockPresident and Co-founder<br />professional:: 36 years in higher education communications and marketing … co-founding principal of EMG… <br />personal ::Colorado evenings… get-togethers with friends…a good suspense novel to read …<br />@bobbrock21 <br />#emgkb<br />
  3. 3. Marlene BrockExecutive Vice President and Co-founder<br />professional:: strategic counsel to more than 150 organizations… co-founding principal of EMG… <br />personal ::relaxing with good music… working in the yard… watching the grandkids learn…<br />#emgkb<br />
  4. 4. Stephen BiernackiNew Media Specialist/Account Coordinator<br />professional :: finding practical and scalable ways for institutions to utilize the newest online services<br />personal :: creating music that defines my mood, laughing at my hilarious dog, and running… slowly<br />^SB on @emgonline, @sbiernacki<br />/sbiernacki<br />#emgkb<br />
  5. 5. agenda<br />great brands…<br />branding process…<br />energizing stakeholders…<br />brand foundation…<br />
  6. 6. brand as an idea<br />a brand is the ideathat you want to own in the hearts and minds of your most important audiences<br />
  7. 7. brands you know<br />innovation, imagination, and simplicity in human-friendly technology<br />social activism, sustainable profit, and homemade quality<br />creating happiness for people of all ages, everywhere<br />made by outdoor enthusiasts for outdoor enthusiasts<br />absolutely, positively reliable service<br />fast, consistent quality, family-oriented<br />universal access to and usability of the world’s information<br />inspiring and nurturing the human spirit – one neighborhood at a time<br />the original, that refreshes the mind, body, and spirit the world over<br />safety first, always<br />
  8. 8. brands you know<br />innovation, imagination, and simplicity in human-friendly technology<br />social activism, sustainable profit, and homemade quality<br />creating happiness for people of all ages, everywhere<br />made by outdoor enthusiasts for outdoor enthusiasts<br />absolutely, positively reliable service<br />fast, consistent quality, family-oriented<br />universal access to and usability of the world’s information<br />inspiring and nurturing the human spirit – one neighborhood at a time<br />the original, that refreshes the mind, body, and spirit the world over<br />safety first, always<br />
  9. 9. brand as an idea<br />your branding ideacomes from within…<br /><ul><li>deeply held core values
  10. 10. historical competitive advantages
  11. 11. strategic areas of focus and growth
  12. 12. unique strengths and competencies</li></li></ul><li>academic brands<br />innovation that solves society’s emerging challenges<br />spanning boundaries to create intellectual, cultural, and individual wealth<br />academic, cultural, and outdoor adventure<br />learn by doing<br />the options you need for the future you want<br />rich in creative energy and intellectual challenge<br />forward-focused thinking and real-world impact<br />personal engagement and challenge from day one<br />
  13. 13. academic brands<br />innovation that solves society’s emerging challenges<br />personal engagement and challenge from your very first day<br />rich in creative energy and intellectual challenge<br />the options you need for the future you want<br />spanning boundaries to create intellectual, cultural, and individual wealth<br />forward-focused thinking and real-world impact<br />learn by doing<br />academic, cultural, and outdoor adventure<br />
  14. 14. branding process<br />Research & Analysis<br />where are you now? . . . . . . . . . . . . . . . . . . . . . . <br />where do you want to be?. . . . . . . . . . . . . . . . . .<br />what do you look & sound like? . . . . . . . . . . . . .<br />how do you get where you’re going? . . . . . . . . .<br />Positioning &Strategic Planning<br />CreativeDevelopment<br />Execution & Measurement<br />
  15. 15. #emgkb<br />now, a little about you…<br />instant poll<br />where are you in the branding process?<br />Thinking about branding<br />Step 1: research & analysis<br />Step 2: positioning & planning<br />Step 3: creative development<br />Step 4: execution & measurement<br />
  16. 16. consensus-based branding<br />bring internal stakeholders into the process as early and as often as possible<br />
  17. 17. pride and power<br /><ul><li>infuses the community with pride and purpose
  18. 18. energizes faculty & staff to improve performance
  19. 19. mobilizes faculty, staff, students & alumni as brand advocates
  20. 20. guides allocation of human & economic resources</li></li></ul><li>Awareness<br />Attitude<br />Advocacy<br />working together<br /><ul><li>Academic programs
  21. 21. Campus experience
  22. 22. Faculty/staff relationships
  23. 23. Service & support</li></ul>Delight<br />Purchase<br />FACULTY& STAFF<br />RECRUITERS<br /><ul><li>Campus visits/tours
  24. 24. Website
  25. 25. Social networking
  26. 26. Recruiter relationships</li></ul>Preference<br />Interest<br />MARKETING<br /><ul><li>Website
  27. 27. Advertising
  28. 28. Collateral
  29. 29. Communications</li></li></ul><li>#emgkb<br />now, a little about you…<br />instant poll<br />who is on board with your branding process?<br />Leadership<br />Faculty <br />Staff<br />Students<br />Alumni<br />
  30. 30. 1<br />where are you now?<br />data convinces…don’t skip the research!<br /><ul><li>audit of current brand messaging and presentation
  31. 31. benchmarking staff, resources, and process
  32. 32. analysis of major competitor positioning
  33. 33. external awareness and perceptions</li></li></ul><li>1<br />where are you now?<br />meaningful involvement builds ownership<br /><ul><li>CEO letter explaining process, importance & asking for personal involvement
  34. 34. preview articles on intranet, faculty/staff & student newspapers
  35. 35. open presentations building campus interest
  36. 36. interviews with deans, administrators, faculty & student leaders, alumni, community leaders
  37. 37. presentations to alumni, students</li></li></ul><li>2<br />where do you want to be?<br />positioning statement defines your category and leadership market position<br />brand promise shorthand for what you stand for, what you promise to deliver<br />brand drivers attributes that enable you to deliver on your brand promise<br />
  38. 38. 2<br />where do you want to be?<br />meaningful involvement builds ownership<br /><ul><li>stakeholder survey on strengths, weaknesses
  39. 39. stakeholder discussion groups
  40. 40. extended leadership retreat
  41. 41. feedback from key influencers
  42. 42. internal rollout of strategy</li></li></ul><li>3<br />What do you look & sound like?<br /><ul><li>logo update/refresh
  43. 43. strategic tagline
  44. 44. creative explorations
  45. 45. creative testing
  46. 46. campaign build-out
  47. 47. online brand toolkit</li></li></ul><li>3<br />What do you look & sound like?<br />meaningful involvement builds ownership<br /><ul><li>marketing team uses collaborative input to develop creative
  48. 48. presentations to administrators, leaders
  49. 49. brand celebration event/unveiling
  50. 50. articles on web, newsletter, student paper</li></li></ul><li>4<br />How will you get where you’re going?<br /><ul><li>strategic, measurable goals
  51. 51. integrated marketing plan
  52. 52. publications schedule
  53. 53. media plan
  54. 54. implement branding tools</li></li></ul><li>4<br />How will you get where you’re going?<br />meaningful involvement builds ownership<br /><ul><li>integrated tactics
  55. 55. talking points
  56. 56. branded boilerplate descriptions
  57. 57. unit presentations (brand platform)
  58. 58. internal poster campaign (brand platform)
  59. 59. staff training
  60. 60. new employee training</li></li></ul><li>close up: brand platform<br />brand platform is a crucial foundation<br /><ul><li>concise statement of messaging and strategy
  61. 61. legitimizes the brand position
  62. 62. guide for consistent messaging
  63. 63. tool for training staff
  64. 64. defines institutional priorities</li></li></ul><li>Brand Promise<br />Brand Drivers<br />Positioning Statement<br />brand platform<br />essential qualities<br />differentiates you through niche leadership position<br />has intrinsic value and importance for audiences <br />you are uniquely equipped to deliver it<br />timeless and relevantover many years<br />
  65. 65. getting to one<br />brands differentiate in many ways<br /><ul><li>history of leadership (Harvard)
  66. 66. location (U. of Maine Presque Isle)
  67. 67. quality of learning experience (Shenandoah)
  68. 68. real-world, hands-on training (Cal Poly)
  69. 69. forward-thinking attitude (Old Dominion)
  70. 70. leading edge research (Virginia Tech)
  71. 71. excellent student outcomes (Clarkson)</li></li></ul><li>getting to one<br />but the positioning possibilities are infinite<br /><ul><li>level of student involvement
  72. 72. remarkable campus facilities
  73. 73. network of influential grads
  74. 74. urban/rural campus experience
  75. 75. moral or ethical approach
  76. 76. unique attitude toward life
  77. 77. heritage of excellence
  78. 78. exciting campus life
  79. 79. outstanding student support
  80. 80. religious affiliation
  81. 81. student activities
  82. 82. global perspective
  83. 83. great career placement
  84. 84. spirit of entrepreneurialism</li></li></ul><li>#emgkb<br />more input from you…<br />instant poll<br />Has your institution identified a differentiated niche leadership position?<br />Yes<br />No<br />Not sure<br />
  85. 85. summary<br />Strong, enduring brands are not built by rules and regulations mandating consistency, but by nurturing personal belief in and ownership of the idea for which your institution stands.<br />
  86. 86. thank you<br />#emgkb<br />

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