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Defining Branding
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
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
Distillation of experience Essence IDENTITY IS A REFLECTION OF THE BRAND Reflection of value Impression of associated qualities Frame of reference
Defining Branding
Defining Branding
9Distinctive in market 9Relevant to constituents 9Credible and supportable with evidence 9Consistent with brand heritage 9Feasible and executable
6
STEPS TO BRAND DEVELOPMENT
1.
Define the need.
2.
Capture objectives.
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.
Brand Positioning
Brand
Brand
Positioning
Brand
+ =
Positioning
Positioning Challenge #1
Positioning Challenge #2
Strength v. Relevance
Balancing what you are best known for against what you learn to be the most important decision-drivers.
Positioning Challenge #3
Motivating Desire
Understanding what audiences want from your brand beyond a degree or other functional benefit
Motivating desire
Asking the right questions Ethnographic research Cultural understanding
A CASE STUDY
Academic quality relative to for-profits Top accreditation Specialized institutional focus Flexibility Reputation in disciplines relative to for-profits
Technology
Non-profit status
Brand framework
EMOTIONAL
BRAND REWARD BRAND VALUE BRAND PERSONALITY
Emotional benefits
Principles Ideals
BRAND ICONS
BRAND FEATURES
BRAND BENEFIT
Tangible symbols
FOUNDATION
FUNCTIONAL
University GOALS
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
BRAND BENEFIT
FUNCTIONAL
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.