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 brandthe 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 OF THE BRAND Reflection of value Impression of associated qualities Frame of reference

Defining Branding

What identity cant do:

Cant tell a story Cant fix a brand Doesnt 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?

9Distinctive in market 9Relevant to constituents 9Credible and supportable with evidence 9Consistent with brand heritage 9Feasible and executable

Reverse-engineering Some Brand Claims

6
STEPS 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

totality of associations and experiences your brand in the competitive environment

Positioning

Brand

totality of associations and experiences your brand in the competitive environment

+ =

Positioning

Brand claim the turf you stake and defend

Positioning the Brand

Checklist for brand claim

9 Strong and distinctive 9 Relevant to constituents 9 Credible 9 Consistent with brand heritage 9 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 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

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

Institutional reputation and prestige relative to traditional universities

Academic quality relative to for-profits Top accreditation Specialized institutional focus Flexibility Reputation in disciplines relative to for-profits

Technology

Commitment to social justice

Non-profit status

Brand framework
EMOTIONAL
BRAND REWARD BRAND VALUE BRAND PERSONALITY

Emotional benefits

Principles Ideals

Character and style

BRAND ICONS

BRAND FEATURES

BRAND BENEFIT

Tangible symbols

Defining attributes of the institutions brand: relevant, tangible, verifiable

Functional benefits to constituents

FOUNDATION

FUNCTIONAL
University GOALS

Institutions stated mission

Validated Brand Platform: Fielding Graduate University

BRAND REWARD INSTITUTIONAL VALUE BRAND PERSONALITY

EMOTIONAL

The Ph.D. that I was meant to get and that earns others admiration
BRAND ICONS

Respect for the individual generates creative solutions and enlightened practice
CORE ATTRIBUTES
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

Smart, creative, caring, independent

BRAND BENEFIT

FUNCTIONAL

Affiliation with/degree from respected graduate university in human development fields

Mission: Fielding Graduate University prepares its students to serve as reflective professionals through its innovative doctoral and masters 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 qualityplus the flexibility of on-line deliveryto draw the most self-directed and creative human development professionals

Positioning the Brand

Fielding strategy: Play on ground competitors cant

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: Dont dwell in self-actualization space

Emotional appeals Supportive culture (reads as remedial) Soft imagery