Realize Your Brand Strategy in 2016
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Transcript of Realize Your Brand Strategy in 2016
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Realize Your Brand Strategy in 2016
Tuesday, 8 December 2015 2:00 pm ET
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• 30 minute webinar + 15 minutes for Q&A
• Ask questions through the Zoom Control Panel
• Tweet during the webinar with #mStonerNow
• Fill out the post-webinar evaluation
• Check your inbox later this week for the webinar recording and slide deck
The Plan
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Joel Pattison Director of Strategy [email protected] 434.533.1530 @jwpattison
Mallory Wood Director of Marketing [email protected] 802.457.9234 @mallorywood
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Let’s start with some definitions.
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What is brand?
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What you stand for in the minds of the people you’re trying to reach, influence, and move to action.
brand /brand/
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How do you manage something that’s in people’s minds?
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Actual perceptions about brand
Model for Brand Management
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Model for Brand Management
Desired perceptions about brand
Actual perceptions about brand
(Strategy)
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Model for Brand Management
Desired perceptions about brand
Actual perceptions about brand
Influence perceptions about brand Visual Identity & Logos
Tone & Voice Storytelling
Marketing Plan Content Strategy
Website Publications Advertising
Earned Media Actual Experiences
...
(Strategy)
(Tactics)
(Results)
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Knowing who you are(and how you’re perceived).
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Discern brand perceptions with audience research.
• Understand the perspective of the external audiences
• Inform strategy and bolster credibility for recommendations
• Useful at various points in the brand development process
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Who should you talk to?
• Prospective students
• Current students
• Parents - current or prospective
• Guidance counselors
• Alumni
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Who should you talk to?
• Higher ed leaders
• Hiring managers
• Civic/government leaders
• Major donors
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Who shouldn’t you talk to?
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“Everyone”
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Qualitative Research• It’s a conversation
• Extremely flexible
• Lays the foundation for quantitative research
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Quantitative Research• When it follows qualitative research, it can ensure that you have
the right brand attributes
• Tracks changes in brand awareness and perceptions over time
• Reaches a larger (and more external audience)
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Model for Brand Management
Actual perceptions about brand
A continuous process of audience testing and research
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Model for Brand Management
Desired perceptions about brand
Brand Strategy
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Defining your brand strategy.
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Brand strategy is the art and science of discovering, understanding, articulating and evolving your brand.
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• Attracts best-fit students
• Creates differentiation from competition
• Allows for premium pricing
• Provides immediate credibility for new offerings / schools / programs
• Engages and leverages alumni
• Attracts and retains the best employees and faculty
Why is brand strategy important?
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What are the elements of brand strategy?
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Brand Essence The core of your brand experience, distilled.
It’s the glue that holds your brand together, and it’s the first thing that comes to your mind when you hear a brand name.
1
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Disney
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Magic
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Nike
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Performance
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Brand Positioning The promise you are making to all of your audiences about what you will be.
Brand positions are aspirational, but grounded in reality. They should feel like a “better version of what we are.”
2
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Brand Attributes The main “pillars” or themes of the brand.
Brand attributes are the same across all audiences and include a 1 - 3 word attribute name, plus descriptors to explain it.
3
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Historically innovative• Rich history, yet forward-thinking
• Programs recognized for excellence
• Faculty engaged in research
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World-class city• Global issues infused in the curriculum
• Diverse student body
• Graduates hired by top employers
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All that… and more! Brand strategies may also include:
• Conceptual brand art • Tone words • Brand architecture • Elevator pitches • User journeys / experiences
4
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Model for Brand Management
Desired perceptions about brand
Elements of brand strategy:
Brand Essence Brand Positioning Brand Attributes Elevator pitch, architecture, art work, tone words, etc.
1) 2) 3) 4)
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Implementing your brand strategy.
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Understand the gaps.1
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Current Position:Desired Position: Urban, Chicago-based, diverse, connected.
Gap: Very Low
Current Position: Urban, Chicago-based, diverse.
Gap Analysis for World-class City
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Current Position: Desired Position: Academically rigorous, prestigious, highly innovative, forward-thinking.
Gap: Medium
Current Position: Academically rigorous, prestigious, traditional, a little bit stuffy.
Gap Analysis for Innovative Research
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Think about your content and editorial strategy in the context of brand.
2
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Does your content strategy align with your brand and address the gaps in perceptions?
Content strategy includes:
• Content themes and messages
• Voice and tone
• Editorial calendar
• Governance
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Develop a marketing plan.3
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Your marketing plan is the most concrete execution of your brand strategy.
It has specific goals for your marketing team and includes information about priorities, timeline, budget, and intended audiences.
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Tactic Priority Begin Date Complete Date Channel Brand Attribute(s) Budget Req. Audience
Work with local and national media to place eight feature articles about cutting-edge research at our institution.
High January 2016 July 2016 External Media Innovative Research Travel costs ($2,000)
Prospective students; influencers; prospective faculty
Create an Instagram account and a hashtag highlighting the urban nature of the campus. Post 30 pictures.
Medium March 2016 April 2016 Social Media World-class cityGift cards for student volunteers ($500)
Prospective students
Create 15 vignettes (with photos) of recent graduates that highlight Fortune 500 job placement.
Medium February 2016 April 2016 Website World-class cityProfessional photography, ($1,500)
Prospective students; influencers
Sample Marketing Plan
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Measure your results.4
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Did you actually impact how people think about your brand?
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• Regular audience research
• Analysis of inquiries from prospective students
• Event attendance
• Website conversions
• Applications
• Yield
• Giving patterns
Measure your results with:
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Evolve your tactics and strategies to reflect changes in culture, markets, and customer expectations and to make them more effective.
Use results to:
Make sure you’re influencing people’s perceptions. (And declare success if you are!)
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Model for Brand Management
Desired perceptions about brand
Actual perceptions about brand
Influence perceptions about brand Visual Identity & Logos
Tone & Voice Storytelling
Marketing Plan Content Strategy
Website Publications Advertising
Earned Media Actual Experiences
...
(Strategy)
(Tactics)
(Results)
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Questions?Joel Pattison Director of Strategy [email protected] 434.533.1530 @jwpattison
Mallory Wood Director of Marketing [email protected] 802.457.9234 @mallorywood
The Guide to Defining Your Higher Ed Brand: http://mstnr.me/WhatIsYourBrand
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Whatever you can do, or dream you can, begin it. Boldness has genius, power, and magic in it.
”“
W. H. Murray, The Scottish Himalayan Expedition, 1951
Thank you!