branding workshop - indiana university...

INDIANA UNIVERSITY

MARKETING COMMUNICATIONS FOR VISIONARY ORGANIZATIONS

BRANDING WORKSHOP

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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?

Branding Primer

Published by CASE

March 2010

The Real U: Building

Brands That Resonate with

Students, Faculty, Staff,

and Donors

by Rob Moore

Lipman Hearne | Indiana University 4

Brands exist in the mind



But a brand is not:

• …a logo

• …a tagline

• …an ad

• …a viewbook

• …an uncontrollable Presidential impulse

Brand

The famous swoosh

7 Lipman Hearne | Indiana University

“Just Do It”...personified


“Just Do It”…amplified.


“Just Do It”…taken much too far.


Simple Definition:

How your prospect differentiates your service/product from that

of competitors.

A More Complex Definition:

What expectation does the

prospect/stakeholder have of you?

What is the legitimate (and valued) promise that you make?


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


“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


“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


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


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


The brand platform

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?


Brand Platform

Pledge What sustaining beliefs, values, & commitments motivate us to do what we do?


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



Pledge We are a place with no limits

on ideas, voices, or

getting things done.


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


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.


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


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

SURVEY SAYS…

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IU BLOOMINGTON

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IU EAST

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IU KOKOMO

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IU NORTHWEST

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IUPUI

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IU SOUTHEAST

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IU SOUTH BEND

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INDIANA UNIVERSITY

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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

Lipman Hearne | Indiana University


PRIMARY AUDIENCE: PROSPECTIVE STUDENTS SECONDARY AUDIENCE: GENERAL PUBLIC

PRIORITY AUDIENCES


WORKBOOK 1

Brand Positioning and Brand Value Development Primary Audience Individual Campus


PRIMARY AUDIENCE: PROSPECTIVE STUDENTS

What does this audience believe, feel and think about my

brand?

Audience Development


Who are your competitors and how are you different from

them?

What can you offer as a campus that others can’t?

Differentiation


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


What are the reasons that PROSPECTIVE STUDENTS

should believe in that one key benefit?

What are the supportive proof points?

Reasons to Believe


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


SECONDARY AUDIENCE: GENERAL PUBLIC


brand?



Key takeaways…


Wordles From Today’s Work


CAMPUS-BASED POSITIONING STATEMENTS Primary Audience – Prospective Students


CAMPUS-BASED POSITIONING STATEMENTS Secondary Audience – General Public


The Campus “Persona”


Move to table that matches

the number on your badge.


WORKBOOK 3

Brand Positioning and Brand Value Development Primary Audience Indiana University


PRIMARY AUDIENCE: PROSPECTIVE STUDENTS


brand?



What have we learned?

NEXT STEPS

Review current research Review communications materials Analyze competitive set Share & discuss conference outcomes Campus visits

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branding workshop - indiana university...

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