Developing a Brand Strategy

Developing a Brand Strategy for Your Institution Defining Branding February 20, 2008 © Lipman Hearne 2008. This material cannot be copied or reproduced without permission

Defining Branding 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

Brand: YOU

AT BIRTH

IN COLLEGE

CAREER CHANGE

OUTSIDE OF WORK

AT RETIREMENT

Brand is NOT:

Defining Branding 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

Brand IS:

Defining Branding Brand is: Every association and experience Functional and emotional Intrinsic and original Contextual and positional Active and intentional

WINNING BRANDS:

Are championed by everyone Pay attention WINNING BRANDS: Are responsive Change with the times Move to meet goals

Meet a compelling need (beyond “a degree”) Inspire loyalty WINNING BRANDS: Create a premium Facilitate choice Insulate against competition Are ‘money in the bank’

The Challenges of Brand-building

Why the angst?

Defining Branding 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

The role of identity in branding

IDENTITY IS A REFLECTION OF THE BRAND

Distillation of experience Essence IDENTITY IS A REFLECTION Reflection of value OF THE BRAND Impression of associated qualities Frame of reference

Defining Branding 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

Positioning the Brand 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

Reverse-engineering Some Brand Claims

6 STEPS TO BRAND DEVELOPMENT

Understand presenting 1. concerns Define the need. Use evidence Consider the past

2. Determine shared ambitions Prioritize audiences Capture objectives. Set realistic goals

Conduct constituent research 3. Explore the competitive and Analyze the world issue environment outside. Constructively engage with findings

Capture brand characteristics 4. Formulate a competitive Draft beta brand brand claim platform and strategy. Consider how to best deliver

Determine credibility and “gap” 5. Explore emotional connection Test and refine. Listen for audience preferences and habits Refine platform and claim

6. Develop marketing plan Develop brand tools. Check identity and architecture

Brand Positioning

Staking Your Claim

Brand totality of associations and experiences

Brand totality of associations and experiences your brand in the competitive + Positioning environment

Brand totality of associations and experiences your brand in the competitive + Positioning environment = Brand claim the turf you stake and defend

Positioning the Brand 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 Challenge #1 Getting beyond Distinguish between “category” “points of parity” and unique attributes

Positioning Challenge #2 Strength v. Balancing what you Relevance are best known for against what you learn to be the most important “decision-drivers.”

Brand Positioning Priorities

Positioning Challenge #3 Motivating Understanding what Desire audiences want from your brand beyond a degree or other functional benefit

Positioning the Brand Motivating desire Asking the right questions Ethnographic research Cultural understanding

A CASE STUDY Case Study: Fielding Graduate University Fielding Graduate University

Positioning the Brand 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 students Now competing in for-profit online environment

Fielding Competitor Positioning Landscape

Positioning Priorities: Fielding Graduate University Academic quality Institutional reputation relative to for-profits and prestige relative to “traditional” universities Top accreditation Specialized institutional focus Flexibility Reputation in disciplines relative to for-profits Technology Commitment to social justice Non-profit status

Brand framework BRAND REWARD BRAND VALUE BRAND PERSONALITY EMOTIONAL Emotional benefits Principles Character and style Ideals BRAND ICONS BRAND FEATURES BRAND BENEFIT Tangible symbols Defining attributes of the Functional benefits to institution’s brand: relevant, constituents tangible, verifiable FUNCTIONAL FOUNDATION University GOALS Institution’s stated mission

Validated Brand Platform: Fielding Graduate University BRAND REWARD INSTITUTIONAL VALUE BRAND PERSONALITY EMOTIONAL “The Ph.D. that I was Respect for the individual Smart, creative, caring, meant to get and that generates creative solutions independent earns others’ admiration” and enlightened practice BRAND ICONS CORE ATTRIBUTES BRAND BENEFIT • Exclusive focus in inter-related fields of Psychology, Human & Organization Affiliation with/degree from FUNCTIONAL Development, and Educational Leadership • Top professional accreditation respected graduate • Dialogical/distributed learning model enabling customized degree paths university in human • Attracts self-directed professionals development fields • Demonstrated research excellence • Collaborative scholar-practitioner community • Committed full-time faculty members 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

Positioning the Brand 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

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Developing a Brand Strategy

by Lipman Hearne Inc. on Nov 20, 2009

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