CAIS CONFERENCE, JANUARY 2010

Presented byJenn i fer Rowland & Cynth ia Berksh i re

Build a Better Brand: Defining, Differentiating, and Distinguishing Your

School

Why brand?

Choices, choices. In 1965, supermarkets carried 20,000 items. In 2007, that number doubled. We get 3,000 marketing messages everyday. Of those, we only process 100.

Our marketplace

A cluttered marketplace with lots ofcompetition: NAIS counts 1,215 independent schools as members. We compete against charter schools, magnet schools, virtual

schools, home-schooling, and for-profit schools Don’t forget about public schools with good reputations.

Choice=Fear

With choice comes fear: fear of making the wrong choice.

“What people want is more trustworthy brands. What they don’t want is

more empty claims, more clutter.” –Marty Neumeier

What is brand?

Hint: it’s not a logo.

Brand is the total experience youraudience has with your institution. Personal interactions Environment Communications

Active branding

“The little things you do consistently are much more important than the big things you say.” –Gregg Lederman

What’s your brand?

What makes your school different? Separate distinct value from price of entry. Define what makes your program unique.

The Rowboat protocol

Fill your rowboat with five words that describe your school.

Uh-oh, the boat is sinking.

Take the next few minutes throw words overboard until you are left with just one word that defines the uniqueness of your school.

Now complete this sentence: “Our school is the only _______________ that __________________.”

The rebranding process

1. Create a business case. Ever-increasing competition is just one reason.

“Smart organizations use the branding process to refocus stakeholders

in the vision and mission of the organization. When it is done well,

people throughout the organization feel valued and begin to ‘own’ the

brand.” –Alina Wheeler

The rebranding process

2. Review your internal resources and determine whether or not to hire aconsultant. A consultant offers a non-biased point of view, professional

skills, and a proven track record.

Have a strong internal team who can work with the consultant and carry on the work after the contract has ended.

The rebranding process

3. Undertake an internal investigation. Study perceptions of stakeholders. Consider history, trends, goals, positioning, customer

experience.

The rebranding process

4. Review the market landscape. Look at national best practices as well as your local

competition.

The rebranding process

5. Understand your audience. Study demographics as well as psychographics. Know their incomes as well as their values, beliefs,

motivators. Who is most likely to be attracted to your school, and why?

The rebranding process

6. Conduct market research. Go out to your audience and talk to them. What do they believe about your school? What do they want from an independent school education?

The rebranding process

7. Develop a brand strategy. Devise a brand platform. What is your brand personality? What is your brand promise?

The rebranding process

8. Create an external brand plan built on solid messaging and integrated communications. Consistent messaging is crucial. Multiple communication vehicles reinforce the messages and

build the brand.

Wildwood’s rebranding

A two-year process culminated with a new viewbook suite, completed in August 2008

The two-volume set establishes the context for a progressive education and makes the case for Wildwood by detailing our approach and program.

Website

The rebranding process

9. Implement an internal brand plan. Ensure everyone is on board. Your faculty and staff are your brand. Implement brand training and guidelines. Ensure brand consistency by using a creative brief to

strategize new initiatives and communication pieces.

Live your brand

“As the pace of business quickens and the number of

brands multiplies, it’s customers, not companies, who

decide which brands live and which brands die.” – Marty Neumeier

Everything you do, from the letters you send, the tours you lead, and the website you create, must reflect your brand.

Return on investment

Building a brand is a long-term investment.

A strong brand helps improve communications: consistent messaging means everyone knows what to say.

A strong brand will increase your recognition in the marketplace.

People are willing to pay more for brands they trust—and that goes for school tuition.

Resources

Zag: The #1 Strategy of High-Performance Brands, Marty Neumeier

The Brand Gap: How to Bridge the Distance Between Business Strategy and Design, Marty Neumeier

Achieve Brand Integrity: Ten Truths You Must Know to Enhance Employee Performance and Increase Company Profits, Gregg Lederman

Designing Brand Identity, Alina Wheeler www.pokethebeehive.com (online blog by communication

director for nonprofit organization) www.digitaltonto.com (online blog dedicated to brand in the

digital age)