Wednesday, September 29, 2010

A Client’s Brand Primer

The best sign that branding I’ve done works is when those who live the brand really own its ideas and language and make it their own.

In terms of my own brand, I was reminded of this when Andrew T. Weller, Dean of Admission at Ridley College in St. Catharines, Ontario, Canada, told me what he tells other schools they can expect from working with me. I’ve worked on three school branding projects with Andrew (partnering with Turnaround Marketing Communications). He understands the process inside and out. He doesn’t use my language when he tells people what I do. Yet it is exactly what I hope clients get from partnering with me. His insights are a great brand primer in general.

Courtesy of Andrew Weller:

1. I assure people they are not going to be told who they *should* be or become but rather have reflected back to them who they already are.

2. I highlight the research done into other schools the client provides as well as the consulting team’s collective knowledge from experience. What’s the point in a brand someone already has?

3. I let them know that the work will distinguish between what is great about the school and what is great about the school that the market cares about. Who cares if we take pride in our plaid skirts from the 1880’s if prospective families don’t?

4. The end result will be market-friendly, market-digestible language – the school’s “insider” identity will be crafted in a way that resonates with the audience.

Read more Dr. Weller here.

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