Leverage Your School Brand in 5 Steps
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The document discusses the importance of brands and provides strategies for leveraging a brand. It defines a brand as the expectations, memories, stories and relationships that influence consumer decisions. It also outlines 5 steps to leverage a brand: define it, depict it visually, deliver it internally and to partners, disseminate it through marketing, and develop a community around the brand. The document encourages defining the brand, ensuring all visual elements communicate it, training staff and partners, marketing the brand consistently across all touchpoints, and engaging customers to develop emotional connections and loyalty over time.
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Leverage Your School Brand in 5 Steps
- 1. Brand Management Tuesday, March 15th, 2016 Anneline Breetzke #mktgacademy @mktgacademy
- 2. Content Introduction Brand Power - What is a Brand and why is it essential Brands for Schools/Camps 5 Steps to Leverage your Brand Top 5 things I can do right now Questions
- 3. Brand Power Which would you choose?
- 4. Which coffee shop would you choose to get your cuppa? A - Timmies B – Ian’s
- 5. Why would you choose A over B? A - Timmies B – Ian’s
- 6. A - Timmies B – Starbucks Which coffee shop would you choose to get your cuppa?
- 7. Visual - logo, colours, fonts, grounds, building… Expectations - quality, taste, consistency, value Stories - same message across all touchpoints, word-of-mouth Experience - service, loyalty (Star rewards), roll-up-the-rim Memories - over time (consistency) – proven Relationships - emotional connection eg. ‘Timmies’ What is it that makes these two stand out as preferred choices? Our decision to buy is influenced by…
- 8. BRAND
- 9. What is a ‘Brand’ “A brand is the set of expectations, memories, stories and relationships that trigger a consumer's decision to choose one product or service over another.” - Seth Godin
- 10. What is a ‘Brand’ Branding is the process of actively shaping and influencing the way your brand is perceived in order to increase awareness, emotional connection and sales.
- 11. What is a ‘Brand’ “The biggest misconception in branding strategies is the belief that branding is about market share, when it is really about ‘mind and emotions share’.” - Marc Gobé, Author: Emotional Branding
- 12. What do you associate with…
- 13. What do you associate with…
- 14. What do you associate with…
- 15. What do you associate with…
- 16. Brand Experience …and the emotional connection here is: _________
- 17. Today’s consumers make their decisions in a circular motion as opposed to the traditional purchase funnel. - McKinsey & Company Decision Journey Traditional Awareness Consideration Decision Buy Initial Consider Active Evaluation Purchase Postpurchase Experience Loyalty Loop Trigger Today
- 18. Brand Power “Consumers of high-road brands tend to be loyal and willing to pay premium prices.” - Harvard Business Review 21% of the population identifies as being brand loyal.
- 19. Elevates you above the crowd (your voice is heard) Sets you apart from the competitors Allows you to control the attitude towards your school/camp Simplifies purchase decisions Premium pricing Momentum Brand Power
- 20. Brands for Schools/Camps Consumers are changing the way they research and choose your school
- 21. The role of brand for private/ independent schools and camps, is to transform and shape attitudes towards the products and services offered. Brand for Schools/Camps
- 22. Which School/Camp would you choose and why? Option A Option B
- 23. What is a ‘Brand’ “A brand is the set of expectations, memories, stories and relationships that trigger a consumer's decision to choose one product or service over another.” - Seth Godin
- 24. Visual - logo, colours, fonts, grounds, building, uniform/image… Expectations - quality, consistency, value, superior education, programs Stories - same message across all touchpoints, word-of-mouth Experience - staff, students, deliver on expectations? Memories - carry a reputation? Engage alumni. Relationships - emotional connection What expectations, memories…do you want people to have of your school/camp so that they choose yours over another and stay loyal? Influence purchase decision…
- 25. 5 Steps to Leverage Your Brand Put your brand to work for you.
- 26. Define – who, what, why, how Depict – visual (design elements, place, uniforms etc) Deliver your brand to your staff, partners & ambassadors. Disseminate (market) – to your target audience Marketing Mix Across Touchpoints / Integrative Marketing Develop a community (engagement & consistency over time) Leverage your brand
- 27. Leverage your brand : Define What do you want to be known for? (Ongoing, future, longevity) How would you describe your brand? Why do you exist? How are you different from your competitors? How are you perceived by the public/consumers/alumni? How is your consumer/student transformed by you? How do you want them to perceive and experience you? What is the emotional connection you want your brand to elicit? A clear, defined brand will be the benchmark against which everything is measured and determined.
- 28. Leverage your brand : Depict Colours & Typefaces Logo & Tagline Photos/Images/Video Tone & Language Tangibles: uniform, grounds etc Make sure each element communicates your brand. Then establish criteria that keeps the use consistent across all channels. All identity elements must communicate your brand.
- 29. Leverage your brand : Deliver Deliver your brand to your people and partners. To all the staff - the entire team To your fans - brand ambassadors To your alumni/ex-campers (Don McCreesh) To your partners Get ‘buy in’ from everyone. Allow for a sense of ownership.
- 30. Importance of internal branding Employees Company culture Perception Community (internal & external) Experience (collective)
- 31. Leverage your brand : Disseminate Message Stories Target Audience Marketing Mix Integrative Marketing (all the touchpoints) Advertising Channels Market your brand consistently across all channels and at every touchpoint – staying true to your brand. Disseminate: ‘spread or disperse widely’
- 32. Advertising channels Traditional channels: Newspapers Radio Television Direct mail Non-traditional channels: Billboard Internet Direct email
- 33. Leverage your brand : Develop Develop a community – emotional, personal, relational A brand is more than a thing or a personality, it must be a part of community. A brand can also become its own community!
- 34. Leverage your brand : Develop Engagement Tell stories, share stories, inspire stories, create stories Relational Marketing (Know, Like & Trust) Listening and responding (not a monologue/broadcast) Authenticity "Authenticity is what makes a brand relevant to consumer needs - yet unique in its appeal." Angela Ahrendts, CEO of Burberry, 2007 Consistency (TREND) Brand management cycle Purchase journey (loyalty loop) Develop a community – emotional, personal, relational
- 35. Today’s consumers make their decisions in a circular motion as opposed to the traditional purchase funnel. - McKinsey & Company Decision Journey Traditional Awareness Consideration Decision Buy Initial Consider Active Evaluation Purchase Postpurchase Experience Loyalty Loop Trigger Today
- 36. Top 5 things I can do right now 1. Bring your team together to review and define your brand. 2. Review your visual elements to see if they are reflect your brand. 3. Speak to your broader team (ambassadors, partners) about your brand. 4. Review your brand’s consistency on social, websites, advertising, experience... 5. How are you consistently providing value to your customers post-purchase?
- 37. If they go on to Facebook, they see your brand… on a billboard they see your brand… a student in uniform they see your brand… they see an advert in the magazine they see your brand… they read a review and it speaks of your brand… they phone your school they feel your brand… they watch a video and it shows your brand… they go to your open house and experience your brand… they see a leaderboard ad online and recognize your brand… BRAND BRAND BRAND! About the time you’re sick of hearing about your brand is when your audience is only starting to tune in to it! Brand, brand, everywhere!
- 38. Brand, brand, everywhere! QUESTIONS Contact: Anneline Breetzke anneline@ourkidsmedia.com Marketing & Communications @mktgacademy Our Kids Media Inc.
Notas do Editor
- Welcome to Our Kids’ Marketing Academy. This is our first webinar in the Marketing Academy (though many have previously been offered). Working with Camps since 1998. We recognize – as I’m sure you do – that the marketing landscape has changed. Traditional marketing is threatened by digital channels. Consumers have been given platforms where they own the messages & they freely share experiences. Brands are looking for ways to stay connected, stay relevant and ensure ROI. The Marketing Academy is meant to provide you with: tips, tools, insights and recommendations to help you navigate this new marketing world. You’ll be able to walk away with ideas you can implement right away. We to connect you to each other, to experts in the field and to us as we share the conversation. Today, we’re going to walk through HIGH LEVEL marketing & media trends. Some stats, as well as what experts are seeing in terms of main changes in a variety of marketing channels. At any point, feel free to jump in with questions & join us on twitter @mktgacademy or follow the hashtag: #mktgacademy.
- In today’s webinar – Marketing & Media trends, we’ll look at trends, and discuss: (read content list) (click)
- Have you heard of Tim Hortons? Ian’s? Ian’s is a block away, Timmies is 2 blocks away… which would you choose? Timmies is 80c more expensive than Ian’s… which would you choose?
- Visual Social Proof Experience Memories Expectations / Quality Price Awareness Emotional connection (Timmies vs Tim Hortons) What if they served the exact same coffee….
- Poll Both of them: Well known Great visual Good coffee Experience Price DIFFERENCE Emotional connection? Timmies/Stars??
- WHAT IS IT THAT MAKES THESE TWO STAND OUT AS THE PREFERRED CHOICE?
- - cow farmers branding emblem (initialy logo, colours and fonts) - ex executive vp of mktg at yahoo - Seth Godin “A brand is the set of expectations, memories, stories and relationships that trigger a consumer's decision to choose one product or service over another.” Brand is a promise that the product will perform as per customer’s expectations. It shapes customer’s expectations about the product. Brands usually have a trademark which protects them from use by others. A brand gives particular information about the organization, good or service, differentiating it from others in marketplace. Brand carries an assurance about the characteristics that make the product or service unique. A strong brand is a means of making people aware of what the company represents and what are it’s offerings.
- Emotional Branding: The New Paradigm for Connecting Brands to People Emotional Branding is the best selling revolutionary business book that has created a movement in branding circles by shifting the focus from products to people. The opportunity that exists in understanding how we feel about a brand determines how much we want to buy.
- Starbucks Quality, 66% premium vs timmies Timmies – Tagline? Always Fresh Canadian pride Fun (roll up the rim) Robin’s Coffee Shops in Canada…. Know of them?
- Apple – Think Different, Open-minded, Progressive Emotional Connection Quality, Packaging…
- Merceded Benz Status, Expensive
- Nike – What is the tag line “Just Do It” Love the outdoors, active
- Top Canadian Brand Ranking 2016 - 4. Tim Hortons It’s clear now that Marc Caira knew he was about to sell Tim’s from under us when the CEO posed for his close-up as winner of last year’s Best Brands ranking. But as this brand has proven before, it’s not what changes at the top that matters, it’s what changes at the counter. So far, comfortingly, that’s been almost nothing. The longer we love Tim Hortons, it seems, the more we love Tim Hortons. The new owners should keep the recipe.
- McKinsey : Consumer Decision Journey / LOYALTY LOOP Consumer considers an initial set of brands, based on brand perceptions and exposure to recent touchpoints: social, ad in magazine, cups, tv, building, word-of-mouth, status Consumers add or subtract brands as they evaluate what they want: whittling it down to 2 brands, bye to Ian’s, now what about taste preference Ultimately, the consumer selects a brand at the moment of purchase: eg Starbucks After purchasing a product or service, the consumer builds expectations based on experience to inform the next decision journey: customer service, the quality of the coffee AND its packaging, the loyalty rewards (give back), ‘belonging’…eg When I was in Hong Kong… Sai Kung Starbucks… building : couches etc LOYALTY LOOP – Premium Price
- * 21% of the population identifies as being brand loyal. (change geographical location, be inconvenienced... bec they believe it will deliver on their expectations/memories of that service/product) * brands with a stronger market of brand loyal customers commands a 5% price premium (conservative estimate) over other brands in the same industry. * strong brand examples (TD, Starbucks, Target, Coke....) Done by interbrand. http://interbrand.com/best-brands/ * emotional reaction to those brands When a brand leads the market in a premium category, we call it a high-road brand Premium brands—brands that sell for 25% to 30% more than private-label brands
- Brands simplify consumers purchase decision. Over a period of time, consumers discover the brands which satisfy their need. If the consumers recognize a particular brand and have knowledge about it, they make quick purchase decision and save lot of time. Also, they save search costs for product. Consumers remain committed and loyal to a brand as long as they believe and have an implicit understanding that the brand will continue meeting their expectations and perform in the desired manner consistently. As long as the consumers get benefits and satisfaction from consumption of the product, they will more likely continue to buy that brand. Brands also play a crucial role in signifying certain product features to consumers. A brand, in short, can be defined as a seller’s promise to provide consistently a unique set of characteristics, advantages, and services to the buyers/consumers. It is a name, term, sign, symbol or a combination of all these planned to differentiate the goods/services of one seller or group of sellers from those of competitors.
- McKinsey : Consumer Decision Journey 1. Awareness: The consumer is aware of the product or service. 2. Consider: They begin to think about a purchase. 3. Evaluate: They form a short-list or make a provisional decision and being to test it, asking friends, looking for reviews etc. 4. Buy… 5. Bond: If they have positive experiences of the thing they have purchased, including any support with problems and after-care, they begin to bond with it… 5. Advocate: If they have bonded with the brand and trust it they will recommend to it their friends. At this point, if they decide to make a repeat purchase or a similar item or service they are likely not to go back out to look for alternatives.
- Shaping attitude through understanding, quality performance and consistency…through branding. As an individual entity but also as an industry. Can I afford private/independent schooling? How are private/independent school programs different? What are the benefits of choosing your school? Why should I send my child to camp?
- Shaping attitude through understanding, quality performance and consistency…through branding. As an individual entity but also as an industry. Can I afford private/independent schooling? How are private/independent school programs different? What are the benefits of choosing your school? Why should I send my child to camp?
- What expectations, memories…do you want people to have of your school so that they choose yours over another and stay loyal?
- What expectations, memories…do you want people to have of your school so that they choose yours over another and stay loyal?
- Leveraging a brand (5 elements/steps) - Articulate - Communicate - Marketing - Engage - Sustain
- Leveraging a brand (5 elements/steps) - Articulate - Communicate - Marketing - Engage - Sustain
- 1. Define * bring everyone together in your school (different reps from all the areas). HOW is the school perceived? - think like a consumer (How do consumers view your brand?) - work with associations & groups - define industry & sub-segments (then you can establish in that where YOUR brand fits! and then work with those associations and groups to strengthen that view of you) - identify WHY you are in business (your community is an education one - NOT to make money - but for students to thrive and succeed) - In particular, this mission statement is intended to anticipate the future and describe an ongoing role for the organization's product, service or expertise. For example, the mission of an airline might be to provide continuing innovation in global transportation. A hospital could state a mission to take the lead in improving public health and education. - how is your consumer transformed by you? Why are our students leading better lives and having more impact from being with us? (becomes the reason why people will pay 5% price premium - enforces memories and story of your school)
- 2. Deliver - work with your teams - front line - they are the experience (brand development comes from meeting PEOPLE, not just your building, awards in display cases etc) - they DELIVER the brand (when they deviate, your brand stumbles, access to social - puts negative experience into social space for everyone to see) - know your competitors, work with your partners - engage your ambassadors. nurture your communities. Students? Alumni? How can you engage them to share your brand? 98% of people trust word of mouth marketing, over traditional marketing. Don McCreesh came as a camper, and he left as a leader Don McCreesh is a prominent voice in camping in Canada, having provided regional, national, and international leadership.
- Now that we know that people trust each other’s recommendations more than traditional advertising, but need advertising for legitimacy… Now that we see that people want to engage & connect with new communities… And, now that we recognize the power of our own voices… It is critical to see that branding STARTS with the employees & company culture. Think about Starbucks, Zappos, WestJet… Many perceptions that people talk about stem from an experience with a team member who reflected the brand. Your camp culture IS your brand! Consider this chain of events: Your employees are hired for their skills. They are brought into a culture of sharing, openness, support. They are encouraged to help each other. They treat their campers the same way (and their parents too!). The consumers become part of this culture… The culture grows. Everyone is involved, is bought in, and shares the experience. (click)
- It’s also important to note that each of the potential advertising channels have different purposes. For example: in our experience, radio works really well to promote events where print has power for call-to-action, registration and television is great for branding… but these are not the only channels to use. Ad on OK website or newsletters Exhibiting at expos CPanel (click)
- - authenticity is not built in one ad/tweet - but over time. Have they met expectations etc? CONSISTENCY know, like & trust i understand what it stands for, genuine, fits in my values and can see how you are going to make a positive impact on my life/child's life Elements of Brand Consistency As you strive to build brand value and trust, assess how consistency works across all aspects of your identity, including messaging, tone, imagery and delivery. These elements are the basic building blocks of a consistent brand, and most brand managers should be familar with how they impact your brand. Message A consistent brand message should clearly define your positioning and align with your core behaviors. If your actions consistently align with your message, customers begin to trust and delight in your service. If your brand promise is inauthentic or unable to be delivered, customers may feel disappointed or deceived. Tone Tone is an element that companies tend to forget as they develop their brand. Conflicting tones, however, lead to mixed messages. Is the spirit of your brand an aggressive go-getter who gets things done? A friend who is willing to lend a helping hand? If your tone switches often, customers may develop differing expectations about your product or service, making it more difficult to satisfy each customer each time they interact with you. Design Imagery is perhaps the most obvious element in your brand consistency toolkit. Using brand elements thoughtfully and strategically helps build visibility and increases customer recognition and association. Consistency also builds increased legal protection for your brand should another company attempt to copy or imitate it. Delivery Beyond these fundamental elements, the delivery of your brand through timing and across channels significantly contributes to the consistency of experience. The channels you choose, as well as the frequency of contact, create a rhythm of communication. This becomes increasingly effective as your company conducts research to better understand the types and amount of contact that your customers prefer.
- McKinsey : Consumer Decision Journey / LOYALTY LOOP Consumer considers an initial set of brands, based on brand perceptions and exposure to recent touchpoints: social, ad in magazine, cups, tv, building, word-of-mouth, status Consumers add or subtract brands as they evaluate what they want: whittling it down to 2 brands, bye to Ian’s, now what about taste preference Ultimately, the consumer selects a brand at the moment of purchase: eg Starbucks After purchasing a product or service, the consumer builds expectations based on experience to inform the next decision journey: customer service, the quality of the coffee AND its packaging, the loyalty rewards (give back), ‘belonging’…eg When I was in Hong Kong… Sai Kung Starbucks… building : couches etc LOYALTY LOOP – Premium Price
- Define – who, what, why, how Depict – visual (design elements, place, uniforms etc) Deliver your brand to your staff, partners & ambassadors. Disseminate (market) – to your target audience Marketing Mix Across Touchpoints / Integrative Marketing Develop a community (engagement & consistency over time)
- Get a great logo. Place it everywhere. Write down your brand messaging. What are the key messages you want to communicate about your brand? Every employee should be aware of your brand attributes. Integrate your brand. Branding extends to every aspect of your business--how you answer your phones, what you or your salespeople wear on sales calls, your e-mail signature, everything. Create a "voice" for your company that reflects your brand. This voice should be applied to all written communication and incorporated in the visual imagery of all materials, online and off. Is your brand friendly? Be conversational. Is it ritzy? Be more formal. You get the gist. Develop a tagline. Write a memorable, meaningful and concise statement that captures the essence of your brand. Design templates and create brand standards for your marketing materials. Use the same color scheme, logo placement, look and feel throughout. You don't need to be fancy, just consistent. Be true to your brand. Customers won't return to you--or refer you to someone else--if you don't deliver on your brand promise. Be consistent. I placed this point last only because it involves all of the above and is the most important tip I can give you. If you can't do this, your attempts at establishing a brand will fail.
- Define – who, what, why, how Depict – visual (design elements, place, uniforms etc) Deliver your brand to your staff, partners & ambassadors. Disseminate (market) – to your target audience Marketing Mix Across Touchpoints / Integrative Marketing Develop a community (engagement & consistency over time)