Building brands for tomorrow - Education

randb.com.au | @randbc

BUILDING

BRANDS FOR TOMORROW

http://www.randb.com.au


Hello.



Your brand is the whole experience that you offer your audience, tangible and intangible.



A great brand is actionable, compelling, and true. Two out of three won’t do. It must be a

blend of all three.



Actionable

Actionable brands define the root of all actions. They set a standard of behaviour, quality and the

tone of your organisations voice.

{walk the talk and talk the walk}



Compelling

Compelling brands tap into the aspirations of the organisation and its audience. People want to be

part of something that matters.

{stand for something}



True

True to your organisational culture and capabilities. True to your ability execute promises

to your audiences.

{no bullsh!t}



Actionable + Compelling + True = A Great Brand

When all these attributes are present your brand will become known for something important,

instantly recognisable and be more competitive.



FIVE BRAND PILLARS



IDENTITY

Your name, logo, a colour or sound that all associate with your organisation.

It must be distinctive, memorable, protectable and appropriate.



IDENTITY

The face of your brand.

{awareness}



ARENA

This defines what you do and who your competitors are.



ARENA

Where you choose to compete.

{familiarity}



POSITIONING

The relative relationship of your brand to your competitors.

What drivers of choice, tangible to intangible, are most important to your audience and applicable

to your brand?



POSITIONING

The decision making attributes that set you apart.

{rational, consideration}



CHARACTER

After prerequisites are met, your audience will ask,

“Who do I want to be associated with?”

The more important the purchase is to life, limb, well-being or pride, the more your

character matters.



CHARACTER

Is key to winning.

{emotional, choice}



EXPERIENCE

Think through and define every aspect of your brand experience, and test it.

Re-engineer operations, train employees and partners and evolve your real-world brand

experience.



EXPERIENCE

Determines your ultimate success or failure.

{the acid test, loyalty}



TRENDS IN EDUCATION…



DISRUPTION

Freely accessible knowledge, Online learning, Deregulation, MOOCs …



“Now knowledge is open to anyone globally with a device and connectivity — not just facts

and figures, but also analysis, interpretation, and curation of knowledge.”



“Increasingly, "students" are becoming "customers", and universities are subject to the

kind of supply and demand that any other commercial sector is.”



Flexible learning options, online courses and niche subjects are jostling for position next to

more traditional 3-4 year degrees.



The Ibis report states:

“The (sector is at) threat of new entrants, especially non-traditional providers, with more flexible

offerings.

Universities at risk of losing their market share need a clearly differentiated market position.

Higher education reform is likely to continue, regardless of which political party is in power.

A strong brand presence is critical."



The Google report ThinkEducation, pinpointed the most important considerations potential students

have in regard to choosing a study path:

• Affordability • Location

• Flexible learning • Reputation



If education providers wish to remain competitive, what they will need to offer is difference.

A unique, strategic position that fulfils needs we can't even fully identify yet.



You need to carve a place in the industry that is unique to you, serving the needs students can't get elsewhere:

Single courses, flexible options, high quality learning, industry-ready, hands-on, niche markets, multiple entry and exit points and the kind of engagement one can only get in face-to-face learning.



HYPER ISLAND



http://vimeo.com/22099160


http://vimeo.com/22099160


Tomorrow

Degrees will be a dime a dozen, knowledge a shared resource, and it will be the individual that flourishes.

The ability to curate a unique range of skills and to remain adaptable will allow people to find their own opportunities and define their own job titles.

For education providers, it’s time to adapt, innovate evolve and lead.



THANKS

www.randb.com.au



Building brands for tomorrow - Education

Marketing

Transcript of Building brands for tomorrow - Education