Brand Strategy for the Real World. Making Your Brand Relevant to Key Audiences.

mStoner
BRAND STRATEGY
FOR THE REAL WORLD
mStoner webinar
Tuesday, 17 March, 2015

m
WHAT WE’LL COVER
TODAY
• What is a brand?
• Why is branding important in higher ed and why is it so difﬁcult?
• Where does the brand ﬁt into everything else?
• What are the elements of a brand?
• What’s the role of audience research and how do you do it?
• How do you develop a message map to translate your brand to key audiences?
• What are the most common frustrations with brand development?

m
YOUR BRAND IS WHAT
YOU STAND FOR IN THE
MINDS OF THE PEOPLE
YOU’RE TRYING TO
REACH, INFLUENCE,
AND MOVE TO ACTION.

m
BRAND STRATEGY IS
THE ART AND SCIENCE
OF DISCOVERING,
UNDERSTANDING,
ARTICULATING, AND
EVOLVING YOUR BRAND.

m
WHY IS BRAND STRATEGY
IMPORTANT?
• Attracts best-ﬁt students
• Creates differentiation from competition
• Supports tuition price
• Provides immediate credibility for new offerings /
schools / programs
• Engages and leverages alumni
• Attracts and retains the best employees and faculty

m
• Many audiences
• Many internal stakeholders
• Not starting from scratch
• Mission different from brand
• Marketing doesn’t run the show
WHY IS BRAND STRATEGY
DIFFICULT IN HIGHER ED?

m
WHERE DOES BRAND
STRATEGY FIT?
Strategic Plan
(What You Do)
Visual Design
(How It Looks)
Creative Platform
(What You Say)
Marketing Plan
(Where You Say It)
Audience Research Competitive Understanding
Mission
BRAND

m
THE BRAND ELEMENTS
• Brand Essence
• Brand Positioning
• Brand Attributes
• Elevator Points

m
BRAND ESSENCE
• The glue that holds everything together
• The core of the experience
• The most difﬁcult part for people to wrap their
heads around

m
BRAND POSITIONING
• The promise you are making to all of your audiences
about what you will be
• Aspirational, yet grounded in reality
• Should feel like a “better version of what we are”

m
BRAND POSITIONING
EXAMPLE
We are a warm, welcoming community committed to the success of each
individual student. We give each student an individualized educational
experience focused on exceptional academics, character development, and
service to others.
We start with a rigorous educational approach and tailor it to the needs,
learning style and interests of the individual so each student gets an
exceptional education.
We develop in all students the maturity, critical thinking skills, and self-
awareness to be highly successful in college and beyond.
Our location and partnership with our urban Chicago neighborhood instills a
deep commitment to giving back that lasts throughout our students’ lives.

m
BRAND POSITIONING -
EXAMPLE
We are shaping the future of education by cultivating educational leaders and
innovators, focusing research on the important questions, and broadly
communicating knowledge.
We provide the highest-quality education to all of our students, combining a rich
history of proven approaches with the best new educational ideas.
We develop teachers and education leaders who use their passion, experience
and learning to inspire others.
We share our knowledge with educators around the world to provide the global
community with a rich body of educational research and best practices.
We foster collaboration, teamwork, and an entrepreneurial spirit among faculty,
students, and the worldwide education community so that together we can
identify, develop, and measure the impact of solutions for the most urgent
problems facing education.

m
BRAND ATTRIBUTES
• The main “pillars” or themes that make up the brand
• The same across all audiences
• Should include 1-3 word attribute name, plus 2-3
descriptors to explain it

m
BRAND ATTRIBUTES - EXAMPLE
• Joyful community
• Academic rigor
• Search for truth
• Building a meaningful life
• Prepared for success
• Developing conﬁdence

m
BRAND ATTRIBUTES -
EXAMPLE
• Joyful community
• Nurturing and supportive
• Encouraging risk-taking
• Defend your point-of-view
• Developing conﬁdence
• Welcoming to all
• Family-oriented
• Collaborative

m
ELEVATOR POINTS
• Conversational language
• The way people actually
talk

m
ELEVATOR POINTS - EXAMPLE
• “The _____ experience isn’t once-size-ﬁts-all. We know each
student, and can tailor it to the talents, abilities, and passions of
the individual.”
• “Our students develop strong roots at _______, becoming mature
and independent while also getting the level of support they need.”
• “We’re warm and welcoming to all, supporting students and their
families in their educational journey.”
• “We have a long history of producing outstanding graduates who
give back to their communities and the world, and lead happy,
enriching, successful lives.”

USING MARKET RESEARCH TO
INFORM YOUR BRAND

m
AUDIENCE RESEARCH
• Why it’s important
• When it’s used
• Who you should talk to
• The types of research

m
WHY IS RESEARCH
IMPORTANT?
• Helps you understand the perspective of the
external audiences
• They’re the ones who matter
• Gives you credibility for your recommendations
• More difﬁcult to argue with research than opinions

m
WHO SHOULD YOU TALK TO?
• Depends on the institution, but it usually makes
sense to start with:
• Prospective students - undergrad and grad
• Current students
• Parents - current or prospective
• Guidance counselors
• Alumni

m
• Other potential audiences
• Higher ed leaders
• Hiring managers
• Civic/government leaders
• Major donors
WHO SHOULD YOU TALK TO

m
A SHORT NOTE ABOUT WHO
YOU SHOULDN’T TALK TO
“Everyone”

m
QUALITATIVE RESEARCH
• Why is it important?
• Answers the “why?”
• Provides input for quantitative
• Is extremely flexible
• Is a conversation

m
Two types of qualitative research:
1. Focus groups
• In-person
• On-line
2. One-on-ones
• Used for sensitive topics
• Can supplement focus groups
QUALITATIVE RESEARCH

m
THE LIMITS OF QUALITATIVE
RESEARCH
• Budget usually dictates that you’re talking to your
own people
• Not representative
• People are really bad at predicting their own behavior
• If you ask a question, you’ll get an answer
• But it’s not necessarily reliable
• Usually limited to people with high afﬁnity
• Unless you provide incentives

m
QUANTITATIVE RESEARCH
• Quantitative research can be a helpful tool at several
points:
• When used following qualitative research, can ensure that you
have the right brand attributes
• Can be used to test multiple positioning statements
• Can also be used to track changes in brand awareness and
perceptions over time

m
QUANTITATIVE RESEARCH
LIMITS
• To do quantitative research, you need 50-100
respondents per group you want to analyze
• Fewer people than this, and it’s just a questionnaire
• If you do quantitative without ﬁrst doing qualitative,
you’ll be left with many “why” questions

MAKING THE BRAND RELEVANT
FOR YOUR AUDIENCES

m
THE LIMITS OF AN
INSTITUTIONAL BRAND
• One-size fits all
• Doesn’t speak to the individual audience needs
• Many audiences
• Different goals and perspectives
• Makes it difficult to communicate with a singular, focused message
• People engage (enroll, donate) based on the benefits they get
• These are different for different audiences

m
THE MESSAGE MAP
• A message map translates the institutional brand
into meaningful benefits for each audience
• It includes the brand attributes (common across all
audiences) and also key benefits (audience-specific)
• Helpful tool for all communicators across the
institution

• Recognized for excellence
• Rich history of producing
successful graduates
• Challenging academics
• Current educational approach
• Experiential, project-based
learning
•Highly individualized learning
approach for each student’s needs
• Teachers are committed to the
success of each student
• Good choice for many different
kinds of students
• Opportunity to explore many
passions
• Tailored opportunities for
broadening through travel/
extracurriculars
• Diverse
• Close community
• Accepting of differences
• Encourages open dialogue
• Respectful
•Symbiotic relationship with the
community
• Giving back to others
• Grounded
• Develops good citizens
`
•Emphasis on leadership,
creativity, and collaboration,
• Urban environment
• Inspiring a love of learning
• Develops maturity and self-
advocacy
• Encourages risk-taking
ATTRIBUTES
(what we offer)
BENEFITS
(what they get)
Student will be guided to
right college for him/her,
students accepted to top
colleges
Connections with
community, career
connections for life, great
investment into your child’s
future
Student and family will feel
supported, strong
community connection
Education tailored to your
student, success in college,
love of learning, self-
advocacy, self-awareness,
committed to service
ESSENCE
BE VALUED. BE CHALLENGED. BE EXCEPTIONAL.
ESSENCE
ESSENCE
ESSENCE
LIFELONG CONNECTIONS
ENTRANCE INTO 
BEST-FIT COLLEGES
BELONGING SUCCESSFUL GRADUATES
INDIVIDUALIZED EXPERIENCE WELCOMING TO ALL COMMUNITY ENGAGEMENT
PREPARING STUDENTS FOR
COLLEGE AND BEYOND
ACADEMIC EXCELLENCE
ESSENCE
KNOWN
MESSAGE MAP: PROSPECTIVE PARENTS

• Recognized for excellence
• Rich history of producing
successful graduates
• Challenging academics
• Current educational approach
• Experiential, project-based
learning
•Highly individualized learning
approach for each student’s needs
• Teachers are committed to the
success of each student
• Good choice for many different
kinds of students
• Opportunity to explore many
passions
• Tailored opportunities for
broadening through travel/
extracurriculars
• Diverse
• Close community
• Accepting of differences
• Encourages open dialogue
• Respectful
•Symbiotic relationship with the
community
• Giving back to others
• Grounded
• Develops good citizens
`
•Emphasis on leadership,
creativity, and collaboration
• Urban environment
• Inspiring a love of learning
• Develops maturity and self-
advocacy
• Encourages risk-taking
ATTRIBUTES
(what we offer)
BENEFITS
(what they get)
Education that prepares
you for life; strong
educational foundation
positions you for a
successful and fulﬁlling life
Strong alumni afﬁnity that
lasts throughout your life,
career connections through
strong alumni network
Education viewed as the
top in Chicago; graduates
respected in Chicago
Education is highly valued
by employers
ESSENCE
ESSENCE
ESSENCE
ESSENCE
CONNECTED TO COMMUNITY PERSONAL SUCCESS RESPECTED BY OTHERS WISE INVESTMENT
INDIVIDUALIZED EXPERIENCE WELCOMING TO ALL COMMUNITY ENGAGEMENT
PREPARING STUDENTS FOR
COLLEGE AND BEYOND
ACADEMIC EXCELLENCE
ESSENCE
KNOWN
MESSAGE MAP: ALUMNI

44
• Comprehensive
curriculum
• Prepares students to pass
the bar exam
• Faculty hold students to
high standards
• Mid-term exams reinforce
learning
• Top-notch facilities
• Experiential learning is
required
• Courtroom readiness
• Legal skills development
• Large alumni network
• Welcoming to all students
• Diverse student body
• Collaborative environment
• Supportive of students’
success
• Accessible professors
• Faculty are legal
practitioners and excellent
teachers
• Faculty are committed to
student success
• Culture of continuous
feedback
• Multiple start dates
throughout the year
• Year-round admission
• Class schedule that
supports full-time
employment
• Night and weekend
classes support part-
time study
ATTRIBUTES
(what we offer)
BENEFITS
(what they get)
Opportunities to study in Michigan
and Tampa locations
Flexible class schedules work with
your life
Graduates are prepared for the real-
world practice of law
Coursework prepares students to be
successful on the bar exam the ﬁrst
time
Hiring managers know Cooley
graduates are prepared to practice
Huge and supportive alumni network
Merit scholarships reduce your
educational cost
Affordable cost of living in Michigan
and Tampa locations
PREPARATION FOR LAW CAREER GREAT LIFESTYLE MANY CAREER OPPORTUNITIES AFFORDABLE COST
PREPARED FOR LAW
PRACTICE
TRANSFORMATIONAL
EXPERIENCE
FACULTY COMMITTED TO
STUDENTS
FLEXIBLE PROGRAMSCHALLENGING ACADEMICS
MESSAGE MAP: ACADEMIC SUPERSTAR
ESSENCE
OPPORTUNITY.
COMMITMENT TO SERVICE
• Clinics provide
opportunities for
community service
• Student externships
provide value to
community
• Graduates committed to
service careers

45
• Comprehensive
curriculum
the bar exam
high standards
learning
required
success
teachers
student success
feedback
throughout the year
supports full-time
employment
time study
ATTRIBUTES
(what we offer)
BENEFITS
(what they get)
Multiple start dates throughout the
year
Year-round admission
time
NIght and weekend classes work with
your schedule
Opportunity to attend full-time or
part-time
Hiring managers know that Cooley
PREPARATION FOR LAW CAREER IMMEDIATE START FLEXIBLE SCHEDULE
PREPARED FOR LAW
PRACTICE
TRANSFORMATIONAL
EXPERIENCE
STUDENTS
MESSAGE MAP: CAREER CHANGER
ESSENCE
OPPORTUNITY.
• Clinics provide
opportunities for
community service
provide value to
community
service careers
MANY CAREER OPPORTUNITIES

46
• Comprehensive
curriculum
the bar exam
high standards
learning
required
success
teachers
student success
feedback
throughout the year
supports full-time
employment
time study
ATTRIBUTES
(what we offer)
BENEFITS
(what they get)
Collaborative environment
Faculty and staff are committed to
student success
time
Night and weekend classes work with
your schedule
Opportunity to attend full-time or
part-time
Hiring managers know that Cooley
PREPARATION FOR LAW CAREER SUPPORTIVE COMMUNITY FLEXIBLE SCHEDULE
PREPARED FOR LAW
PRACTICE
TRANSFORMATIONAL
EXPERIENCE
STUDENTS
MESSAGE MAP: FAMILY PROVIDER
ESSENCE
OPPORTUNITY.
• Clinics provide
opportunities for
community service
provide value to
community
service careers
MANY CAREER OPPORTUNITIES

m
DEVELOPING A
MESSAGE MAP
1. Conduct market research
• Qualitative
• Quantitative
2. Create the map
3. Develop proof points
4. Implement

m
MARKET RESEARCH
• Goal: Understand what your audience wants from a
higher ed institution
• This is about the category, not your institution

m
MARKET RESEARCH
• Two options
• Qualitative
• Similar to research conducted at the beginning of a brand project
• Focused on the category, not your institution
• Quantitative
• Attribute study
• Ask respondents to rate importance of attributes, and rate your
institution on the same attributes

m
SAMPLE ATTRIBUTES
• Academic reputation
• Highly ranked programs
• Graduates accepted to top grad programs
• National awareness
• Graduates hired by top employers
• Value justifies the cost of tuition
• Wide variety of programs, courses and
majors
• Programs that are recognized for
excellence
• Faculty who are experts in their field
• Faculty who care about student success
• Faculty who bring real-world experience
into the classroom
• Faculty who are focused on teaching
• Curriculum reflects current trends
• Strong student support and services
• Faculty relationships with business
• Faculty doing research that benefits
society
• Faculty doing research that advances
knowledge
• Faculty who are recipients of nobel prizes
• Small class sizes

DRAFT
m
Job$Placement$
Internships$
Classes$Taught$by$Faculty$
Intellectually$Minded$
Study$Abroad$
Financial$Aid$
High$Quality$Athle?cs$
Research$Opportuni?es$
State$of$the$Art$
Dorms/Housing$ Na?onally$Known$
Small$Class$Sizes$
Prepare$for$Good$Job$
Academic$Reputa?on$
Safe$Campus$
Good$Loca?on$Merit$Scholarships$ Lots$of$Majors$
Social$Life$
Knowledgeable$Professors$
Beau?ful$Campus$
Diverse$
Sports/IM/$
Ac?vi?es$
Aﬀordable$
Student$Support$Services$
Caring$Professors$
Welcoming$Environment$
Convenient$Schedules$
Friendly$Students$
Strength$of$Alumni$Network$
ATTRIBUTE(IMPORTANCE(
MICHIGAN(STATE(PERFORMANCE(
Among$Alumni$
Top opportunities are affordability, campus safety, job
placement, caring professors, and welcoming environment.
51
Opportunity areas
Strengths important to
students
Strengths less
important to students‘weaknesses’ less
important to students

m
CREATING THE MAP
• Identify the top benefits that your audience wants
that your institution also delivers
• e.g. Strong alumni network, preparation for career, global
perspective
• Group the benefits into broader themes
• This is an art, not a science
• These become the audience-specific benefits
• The specific attributes become descriptors

m
USING THE MESSAGE MAP
• It’s a guide, not a script
• Prioritize messages based on communication goals
• And the amount of space you have!

m
THE MOST COMMON
FRUSTRATIONS
• Deﬁning the team
• Deﬁning your competitive set
• Managing scope
• Managing the grumblers
• Implementing the brand across campus

m
DEFINING YOUR
COMPETITIVE SET

m
SOME THINGS TO
REMEMBER
• You will never develop the perfect brand
• It will always be messy
• Implementation will take a really long time
• In fact, it’s probably never fully implemented
• You’ll do the best you can
• Some people will not like the brand, no matter what it is
• Ignore them if you can

m
FOR MORE INFORMATION
• Want to jump-start your brand strategy project?
• 3 articles that can help
• http://mstnr.me/MarchWebinarLinks
• Want to know more about the effectiveness of your
brand? Let us help.
• http://mstnr.me/BrandGrader1

Brand Strategy for the Real World. Making Your Brand Relevant to Key Audiences.

Empfohlen

Empfohlen

Weitere ähnliche Inhalte

Was ist angesagt?

Was ist angesagt? (20)

Ähnlich wie Brand Strategy for the Real World. Making Your Brand Relevant to Key Audiences.

Ähnlich wie Brand Strategy for the Real World. Making Your Brand Relevant to Key Audiences. (20)

Mehr von mStoner, Inc.

Mehr von mStoner, Inc. (20)

Kürzlich hochgeladen

Kürzlich hochgeladen (20)

Brand Strategy for the Real World. Making Your Brand Relevant to Key Audiences.