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

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

Transcript of 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

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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?

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WHAT IS A BRAND?

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

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

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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

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• 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?

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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

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THE BRAND ELEMENTS

• Brand Essence

• Brand Positioning

• Brand Attributes

• Elevator Points

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BRAND ESSENCE

• The glue that holds everything together

• The core of the experience

• The most difficult part for people to wrap their heads around

MAGIC

PERFORMANCE FOR EVERY

ATHLETE

URBAN EDUCATED.

WORLD-READY.

KNOWN

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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”

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BRAND POSITIONING EXAMPLEWe 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.

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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.

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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

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BRAND ATTRIBUTES - EXAMPLE

• Joyful community

• Academic rigor

• Search for truth

• Building a meaningful life

• Prepared for success

• Developing confidence

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BRAND ATTRIBUTES - EXAMPLE• Joyful community

• Nurturing and supportive

• Encouraging risk-taking

• Defend your point-of-view

• Developing confidence • Welcoming to all

• Family-oriented

• Collaborative

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ELEVATOR POINTS

• Conversational language

• The way people actually talk

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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.”

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THE BRAND ELEMENTS

• Brand Essence

• Brand Positioning

• Brand Attributes

• Elevator Points

USING MARKET RESEARCH TO INFORM YOUR BRAND

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AUDIENCE RESEARCH

• Why it’s important

• When it’s used

• Who you should talk to

• The types of research

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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

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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

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• Other potential audiences • Higher ed leaders

• Hiring managers

• Civic/government leaders

• Major donors

WHO SHOULD YOU TALK TO

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A SHORT NOTE ABOUT WHO YOU SHOULDN’T TALK TO

“Everyone”

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QUALITATIVE RESEARCH

• Why is it important? • Answers the “why?”

• Provides input for quantitative

• Is extremely flexible

• Is a conversation

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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

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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

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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

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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

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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

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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

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•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

BE VALUED. BE CHALLENGED. BE EXCEPTIONAL.ESSENCE

BE VALUED. BE CHALLENGED. BE EXCEPTIONAL.ESSENCE

BE VALUED. BE CHALLENGED. BE EXCEPTIONAL.

LIFELONG CONNECTIONS ENTRANCE INTOBEST-FIT COLLEGES BELONGING SUCCESSFUL GRADUATES

INDIVIDUALIZED EXPERIENCE WELCOMING TO ALL COMMUNITY ENGAGEMENT PREPARING STUDENTS FOR COLLEGE AND BEYONDACADEMIC 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

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•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

BE VALUED. BE CHALLENGED. BE EXCEPTIONAL.ESSENCE

BE VALUED. BE CHALLENGED. BE EXCEPTIONAL.ESSENCE

BE VALUED. BE CHALLENGED. BE EXCEPTIONAL.ESSENCE

BE VALUED. BE CHALLENGED. BE EXCEPTIONAL.

CONNECTED TO COMMUNITY PERSONAL SUCCESS RESPECTED BY OTHERS WISE INVESTMENT

INDIVIDUALIZED EXPERIENCE WELCOMING TO ALL COMMUNITY ENGAGEMENT PREPARING STUDENTS FOR COLLEGE AND BEYONDACADEMIC EXCELLENCE

ESSENCE

KNOWN

MESSAGE MAP: ALUMNI

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• 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

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• 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)

Multiple start dates throughout the year

Year-round admission

Graduates are prepared for the real-world practice of law

Coursework prepares students to be successful on the bar exam the first time

NIght and weekend classes work with your schedule

Opportunity to attend full-time or part-time

Hiring managers know that Cooley graduates are prepared to practice

Huge and supportive alumni network

PREPARATION FOR LAW CAREER IMMEDIATE START FLEXIBLE SCHEDULE

PREPARED FOR LAW PRACTICE

TRANSFORMATIONAL EXPERIENCE

FACULTY COMMITTED TO STUDENTS FLEXIBLE PROGRAMSCHALLENGING ACADEMICS

MESSAGE MAP: CAREER CHANGER

ESSENCE

OPPORTUNITY.

COMMITMENT TO SERVICE

• Clinics provide opportunities for community service

• Student externships provide value to community

• Graduates committed to service careers

MANY CAREER OPPORTUNITIES

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• 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)

Collaborative environment

Faculty and staff are committed to student success

Graduates are prepared for the real-world practice of law

Coursework prepares students to be successful on the bar exam the first time

Night and weekend classes work with your schedule

Opportunity to attend full-time or part-time

Hiring managers know that Cooley graduates are prepared to practice

Huge and supportive alumni network

PREPARATION FOR LAW CAREER SUPPORTIVE COMMUNITY FLEXIBLE SCHEDULE

PREPARED FOR LAW PRACTICE

TRANSFORMATIONAL EXPERIENCE

FACULTY COMMITTED TO STUDENTS FLEXIBLE PROGRAMSCHALLENGING ACADEMICS

MESSAGE MAP: FAMILY PROVIDER

ESSENCE

OPPORTUNITY.

COMMITMENT TO SERVICE

• Clinics provide opportunities for community service

• Student externships provide value to community

• Graduates committed to service careers

MANY CAREER OPPORTUNITIES

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DEVELOPING A MESSAGE MAP

1. Conduct market research

• Qualitative

• Quantitative

2. Create the map

3. Develop proof points

4. Implement

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MARKET RESEARCH

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

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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

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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

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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$Network$

ATTR

IBUTE(IM

PORT

ANCE

(

MICHIGAN(STATE(PERFORMANCE(

Among$Alumni$

Top opportunities are affordability, campus safety, job placement, caring professors, and welcoming environment.

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Opportunity areas

Strengths important to students

Strengths less important to students‘weaknesses’ less

important to students

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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

• 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

BE VALUED. BE CHALLENGED. BE EXCEPTIONAL.ESSENCE

BE VALUED. BE CHALLENGED. BE EXCEPTIONAL.ESSENCE

BE VALUED. BE CHALLENGED. BE EXCEPTIONAL.

LIFELONG CONNECTIONS ENTRANCE INTOBEST-FIT COLLEGES BELONGING SUCCESSFUL GRADUATES

INDIVIDUALIZED EXPERIENCE WELCOMING TO ALL COMMUNITY ENGAGEMENT PREPARING STUDENTS FOR COLLEGE AND BEYONDACADEMIC EXCELLENCE

ESSENCE

KNOWN

MESSAGE MAP: PROSPECTIVE PARENTS

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USING THE MESSAGE MAP

• It’s a guide, not a script

• Prioritize messages based on communication goals • And the amount of space you have!

THE MOST COMMON FRUSTRATIONS

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THE MOST COMMON FRUSTRATIONS

• Defining the team

• Defining your competitive set

• Managing scope

• Managing the grumblers

• Implementing the brand across campus

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DEFINING THE TEAM

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DEFINING YOUR COMPETITIVE SET

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MANAGING SCOPE

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MANAGING THE GRUMBLERS

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IMPLEMENTING THE BRAND

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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

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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