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Developing a Brand Strategy
The document provides an overview of developing an institutional brand strategy. It defines what a brand is and is not, explaining that a brand represents all associations and experiences rather than just logos or advertising. It outlines key aspects of developing a brand strategy including defining the brand, positioning it competitively, developing brand claims, and creating a brand platform. The document uses the example of Fielding Graduate University to illustrate how it analyzed its competitive landscape and priorities to develop a distinctive brand claim and positioning strategy.
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Developing a Brand Strategy
- 1. Developing a BrandStrategy for Your Institution Defining Branding February 20, 2008 © Lipman Hearne 2008. This material cannot be copied or reproduced without permission
- 2. 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
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- 10. Defining Branding Brand is not: The next project after the website Your mission statement Cooked up in the cabinet meeting “Category” attributes
- 11. Defining Branding Brand is not: A logo Color scheme/look and feel A rule book Advertising
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- 13. Defining Branding Brand is: Every association and experience Functional and emotional Intrinsic and original Contextual and positional Active and intentional
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- 15. Are championed byeveryone Pay attention WINNING BRANDS: Are responsive Change with the times Move to meet goals
- 16. Meet a compellingneed (beyond “a degree”) Inspire loyalty WINNING BRANDS: Create a premium Facilitate choice Insulate against competition Are ‘money in the bank’
- 17. The Challenges ofBrand-building
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- 19. 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
- 20. The role ofidentity in branding
- 21. IDENTITY IS AREFLECTION OF THE BRAND
- 22. Distillation of experience Essence IDENTITY IS A REFLECTION Reflection of value OF THE BRAND Impression of associated qualities Frame of reference
- 23. Defining Branding What identity can’t do: Can’t tell a story Can’t fix a brand Doesn’t drive the brand
- 24. 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
- 25. 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
- 26. Reverse-engineering Some Brand Claims
- 30. 6 STEPS TO BRAND DEVELOPMENT
- 31. Understand presenting 1. concerns Define the need. Use evidence Consider the past
- 32. 2. Determine shared ambitions Prioritize audiences Capture objectives. Set realistic goals
- 33. Conduct constituent research 3. Explore the competitive and Analyze the world issue environment outside. Constructively engage with findings
- 34. Capture brand characteristics 4. Formulate a competitive Draft beta brand brand claim platform and strategy. Consider how to best deliver
- 35. Determine credibility and “gap” 5. Explore emotional connection Test and refine. Listen for audience preferences and habits Refine platform and claim
- 36. 6. Develop marketing plan Develop brand tools. Check identity and architecture
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- 39. Brand totality of associations and experiences
- 40. Brand totality of associations and experiences your brand in the competitive + Positioning environment
- 41. Brand totality of associations and experiences your brand in the competitive + Positioning environment = Brand claim the turf you stake and defend
- 42. Positioning the Brand Checklist for brand claim Strong and distinctive Relevant to constituents Credible Consistent with brand heritage Feasible
- 43. Positioning the Brand Developing a brand claim Blending science and insight Holistic and strategic thinking No single formula Choosing how to focus now
- 44. Positioning Challenge #1 Gettingbeyond Distinguish between “category” “points of parity” and unique attributes
- 45. Positioning Challenge #2 Strengthv. Balancing what you Relevance are best known for against what you learn to be the most important “decision-drivers.”
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- 47. Positioning Challenge #3 Motivating Understanding what Desire audiences want from your brand beyond a degree or other functional benefit
- 48. Positioning the Brand Motivating desire Asking the right questions Ethnographic research Cultural understanding
- 49. A CASE STUDY Case Study: Fielding Graduate University Fielding Graduate University
- 50. 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
- 51. Fielding Competitor PositioningLandscape
- 53. Positioning Priorities: FieldingGraduate 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
- 54. 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
- 55. 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.
- 56. Fielding Brand Claim: Aspecialized graduate university providing all the quality—plus the flexibility of on-line delivery—to draw the most self-directed and creative human development professionals
- 57. Positioning the Brand Fielding strategy: Play on ground competitors can’t Specialized nature Institutional solidity Quality guarantors (APA accreditation) Third-party endorsement
- 58. Positioning the Brand Fielding strategy: Show students as agents Independent ways of thinking Students as colleagues Breakthrough solutions in disciplines
- 59. Positioning the Brand Fielding strategy: Don’t dwell in self-actualization space Emotional appeals Supportive culture (reads as remedial) Soft imagery