branding workshop - indiana universitypagr/annual-conference/past-conferences... · branding...
TRANSCRIPT
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What do people think about your IU
campus that is not true?
What do you wish people knew
about your IU campus?
Published by CASE
March 2010
The Real U: Building
Brands That Resonate with
Students, Faculty, Staff,
and Donors
by Rob Moore
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But a brand is not:
• …a logo
• …a tagline
• …an ad
• …a viewbook
• …an uncontrollable Presidential impulse
Brand
A More Complex Definition:
What expectation does the
prospect/stakeholder have of you?
What is the legitimate (and valued) promise that you make?
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What unique value does your organization provide?
What do you do better?
What do you do differently?
For whom do you do it?
How does that difference meet your audiences’ interests?
Answering these questions provides you with
a sustainable competitive advantage.
Differentiation
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“Differentiation is one of the most important
strategic and tactical activities in which companies
must constantly engage. It is not discretionary.
Words from the wise:
Theodore Levitt, Thinking About Management
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“Differentiation is one of the most important
strategic and tactical activities in which companies
must constantly engage. It is not discretionary.
There is no reason for any company to get stuck in
the commodity trap, forever confined to competing
on price alone. Historically, companies that have
taken and stayed resolutely on the commodity path
…have become extinct.”
Words from the wise:
Theodore Levitt, Thinking About Management
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Every strong brand is a hero in someone’s narrative.
• Volvo protects my family.
• Red Cross helps me in a disaster.
• Disneyland is fun for all.
How is your brand a hero? In whose narrative?
• What impact do you have on the lives of students?
Faculty? Staff? Alumni? Donors?
• What is different about your offer?
• How does your brand become a valued “badge” of affiliation?
Beyond the basics
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Successful brand positioning…
• Differentiates in terms that matter
• Speaks to diverse constituents
• Clarifies value proposition
• Casts institution in heroic role
• Creates brand ambassadors
• Provides stakeholders a reason to strengthen affiliation
Most important: It makes a promise that you can keep.
Positioning
“Don’t let your mouth write no checks your a** can’t cash.”
-Bo Diddley
Bo Knows
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Brand Platform
Pledge What sustaining beliefs, values, & commitments motivate us to do what we do?
Competitive Positioning
What need does our enterprise uniquely meet in our market, relative to what our audiences expect and desire from us?
BIG IDEA
Mission
Proof
What assets and attributes enable us to claim our position? Must be audience-verified
(it’s not a reason to believe if no one believes it)
Personality What face do
we show to the world?
Payoff How does affiliation with us reward those who sign on?
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Brand Platform
Pledge What sustaining beliefs, values, & commitments motivate us to do what we do?
Competitive Positioning
What need does our enterprise uniquely meet in our market, relative to what our audiences expect and desire from us?
BIG IDEA
Mission
Proof
What assets and attributes enable us to claim our position? Must be audience-verified
(it’s not a reason to believe if no one believes it)
Personality What face do
we show to the world?
Payoff How does affiliation with us reward those who sign on?
“Why” your brand does what it does
Emotional brand elements
Functional brand elements
“What” your brand does
“How” your brand does it
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Pledge We are a place with no limits
on ideas, voices, or
getting things done.
Competitive Positioning
Among Texas universities, UT Arlington exercises the freedom to do things the way the future demands—growing and developing with the Metroplex and serving students whoever they are and whatever they
need for success.
AMBITIONS REWARDED
Mission The advancement of knowledge and the pursuit of excellence [through]
the promotion of lifelong learning…and the formation of good citizenship.
Proof
Location, location, location Vitality of the Metroplex Comprehensive range of programs Engineering strength Dimensional diversity Integrated, active student life Collaborations with industry 24 Fortune 500 HQs
Personality The pre-IPO entrepreneur
Payoff The future is my choice—not a
compromise.
UT Arlington
Brand Platform
Johnson & Wales
Brand Platform
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The mission of Johnson & Wales University is to empower its diverse student body to succeed in today's dynamic world by integrating general education, professional skills and career-focused education.
We teach you how to make your professional dreams come true.
Pledge We teach you how to make your professional dreams come true.
Competitive Positioning
For self directed individuals who want to be continually engaged with their field.JWU offers direct access to the intellectual breadth &
professional skills necessary for success.
RELEVANT LEARNING FOR PURPOSEFUL
PEOPLE
Personality The Eagle Scout Always prepared to do what is necessary.
Payoff “Let me show you
what I’ve got.”
Proof •One of the largest food service educators in the world •One of the largest and well-recognized hospitality colleges •Commitment to student success and preparation for the real world •Historic, ongoing commitment to professional preparation
•Strong, outcomes focused leadership •Recognition of culinary arts as signature program •Four campuses •Faculty members with industry experience •Employer connections
Mission
Cal State Northridge
Brand Platform
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PERSONALITY
PROOF
POSITIONING
MISSION
PLEDGE
We exist to enable students to realize their educational goals. Our first priority is to promote the
welfare and intellectual progress of students. We design programs and activities to help students
develop the academic competencies, professional skills, critical and creative abilities, and ethical
values of learned persons who live in a democratic society, an interdependent world, and a
technological age.
We are a university committed to fostering change: in lives, families, and communities. Always
mindful of the environment in which we serve, we develop programs to meet community needs,
encourage innovation to improve teaching and learning, and prepare students for professional
and personal success.
• Innovative programs that
meet emerging needs
• Educating 30,000+ students in 50+
undergrad majors and 50+ graduate
concentrations
• 200,000+ alumni active in CA , region, and
nation
The leader who emerges from the
crowd—prepared, resourceful,
optimistic.
We help people find clarity in
complexity.
I have a stake, a say and
a role in making the world better.
Essence
We’re on
it. • Leadership among public
comprehensive institutions
• Interactive/experiential
pedagogy
• VPAC role in region
• Exceptional diversity
PAYOFF
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Purdue University
Ball State
University of Illinois – Urbana-Champaign
INDIANA UNIVERSITY TOP COMPETITORS
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INDIANA UNIVERSITY TOP COMPETITORS
CAMPUS TOP COMPETITOR
East, Kokomo, IUPUI Ball State
Bloomington, Northwest, IUPUI Purdue
Bloomington Illinois Urbana-Champaign
Bloomington Ohio State
East Miami University Ohio
East Wright State
Kokomo IUPUI
Kokomo, IUPUI, Southeast IU Bloomington
Northwest Valparaiso
Southeast University of Louisville
Southeast University of Southern Indiana
South Bend Ivy Tech
South Bend Bethel College
South Bend IPFW
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PRIMARY AUDIENCE: PROSPECTIVE STUDENTS SECONDARY AUDIENCE: GENERAL PUBLIC
PRIORITY AUDIENCES
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WORKBOOK 1
Brand Positioning and Brand Value Development Primary Audience Individual Campus
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PRIMARY AUDIENCE: PROSPECTIVE STUDENTS
What does this audience believe, feel and think about my
brand?
Audience Development
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Who are your competitors and how are you different from
them?
What can you offer as a campus that others can’t?
Differentiation
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What are the benefits that your campus provides the
primary audience of PROSPECTIVE STUDENTS?
Which of these benefits is the one benefit that no other
competitor can offer this audience?
Key Benefit
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What are the reasons that PROSPECTIVE STUDENTS
should believe in that one key benefit?
What are the supportive proof points?
Reasons to Believe
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is the fundamental building block of your marketing is like a little business plan boiled down to one sentence defines the single most important thing your audience needs to know about what you have to offer
Positioning Statement
“Brands are built on what
people are saying about you,
not what you’re saying about
yourself.”
Guy Kawasaki
Keep in mind…
Every contribution is worthwhile.
Listen to everyone.
Build on each others ideas.
Collaboration is key.
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WORKBOOK 2
Brand Positioning and Brand Value Development Secondary Audience Individual Campus
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SECONDARY AUDIENCE: GENERAL PUBLIC
What does this audience believe, feel and think about my
brand?
Audience Development
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CAMPUS-BASED POSITIONING STATEMENTS Primary Audience – Prospective Students
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CAMPUS-BASED POSITIONING STATEMENTS Secondary Audience – General Public
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WORKBOOK 3
Brand Positioning and Brand Value Development Primary Audience Indiana University
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PRIMARY AUDIENCE: PROSPECTIVE STUDENTS
What does this audience believe, feel and think about my
brand?
Audience Development
NEXT STEPS
Review current research Review communications materials Analyze competitive set Share & discuss conference outcomes Campus visits
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