You probably appreciate the value of strengthening your school’s brand, but it may be difficult to know where to start. In addition to defining some of the key concepts of branding, this presentation will include a process for articulating your school’s brand and for aligning your messages to support your admissions and fundraising goals. It will include case studies of recent branding and messaging projects for schools and other not-for-profit organizations, including our work with AISNE defining a brand for the category “independent schools.”

1. Taking Control of the Message: The ABCs of Branding Your School

3. Corey McPherson Nash

5. Who We Are – Representative Clients

6. Who We Are – Representative Schools

7. What is a Brand?

13. Why Invest in Branding Now?

21. Criteria for a Great Brand RELEVANT SUSTAINABLE DIFFERENTIATED Why should I care? How are you different or better? Is the value worth the cost?

22. From Brand to Message

26. From Brand to Message: Message Architecture A promise is the pledge companies make to their customers about what they will experience when they do business with you. A position of a brand is the benefit that sets your brand apart; it is what you want to exist in the minds of consumers (e.g., Volvo = safe). This position provides a competitive advantage. A value proposition is a clear statement of the tangible results a customer gets from using your products or services. The more specific your value proposition is, the better. FIRST EXTERNAL SECOND EXTERNAL INTERNAL PROMISE POSITION VALUE PROPOSITION PRIMARY MESSAGES

27. Process

29. The CMN Process

31. Case Studies

32. Buckingham Browne & Nichols School

37. Message Architecture The pledge you make to those you serve about what they will experience by choosing your organization. The benefit that sets your brand apart. It is what you want to exist in the minds of those you serve. It is your competitive advantage. A value proposition is a clear statement of the tangible results one receives by taking advantage of your offer. FIRST EXTERNAL SECOND EXTERNAL INTERNAL PROMISE POSITION VALUE PROPOSITION PRIMARY MESSAGES

48. BB&N Integrated Communications

49. BB&N Integrated Communications

50. BB&N Integrated Communications

51. BB&N Integrated Communications

52. BB&N Integrated Communications

53. BB&N Integrated Communications

54. Association of Independent Schools in New England (AISNE)

66. Brand Map

68. Branding Recommendations: Independent Schools Personality:

73. Message Architecture A promise is the pledge organizations make to their audiences about what they will experience when they engage with you. A position of a brand is the benefit that sets your brand apart; it is what you want to exist in the minds of your audiences (e.g., Volvo = safe). This position provides a competitive advantage. A value proposition is a clear statement of the tangible results your audiences receive from using your products or services. FIRST EXTERNAL SECOND EXTERNAL INTERNAL PROMISE POSITION VALUE PROPOSITION PRIMARY MESSAGES

80. Summary

82. t Discussion