Wednesday, December 16, 2009

Brand Ed: Brand Platforms for Educators

A Brand Platform focuses the organization on building value-added customer relationships.

Thinking about a platform for your school branding efforts will take you in several directions as you align management on key strategies to deliver value to customers, create a clear, compelling marketing message that results in more efficient brand communications,and provide a focus on connecting every employee's behaviors to consistently deliver differentiated value.

Creating an educational brand platform that has strategic value to an organization requires a process that is inclusive, that results in genuine outcomes that are inspiring throughout the community. Website polishing or tagline or re-positioning statement is not going to make it.

A school's brand platform must be embraced throughout an organization.It will define important brand behaviors and support clear, targeted communication about the brand's promise. A brand platform is designed to provide uniformity in the way the organization interfaces, in every way,and also is a practical, usable tool to guide all members of the organization on how to support the brand through words and actions.

Credibility is the most important criteria of the brand platform, period. it a brand platform is reduced to another empty slogan that will eventually, sooner, rather than later, become irrelevant.

According to business experts, these are the 6 elements of a platform:

Brand Vision – A forward-looking statement that describes the brand in terms of its relationship with its targeted customers.
Core Values – Core values are an expression of an organization’s principles and culture and provide the foundation for living the brand.
Brand Position – The brand position pragmatically defines the brand’s desired position among competitors in the category.
Brand Dimensions – The impressions of what the organization does, the distinctive qualities it delivers in every relationship, and the consistent qualities that every client can expect in every interaction.
Brand Promise – The crucial link to the day-to-day brand impressions that are delivered by an organization’s employees.
Brand Character – A personification of the brand that creates the imagery forming the bases of consistent external marketing communication.

Build a strong brand on the inside using these elements as a guide!

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