We’ve said it before: There’s no one right way to do brand strategy. However, there are four elements to higher ed brand strategy that remain consistent for all of our engagements:
1) Brand Essence
2) Brand Positioning
3) Brand Attributes
4) Elevator Points
Let’s dive into the first element, your brand essence.
The brand essence is the glue that holds the brand together — like “Magic” for Disney or “Safety” for Volvo. It’s really the core of the experience. It’s usually very short, three to five words or maybe less, but it’s what captures the soul of the brand.
At mStoner, we define a brand as what you stand for in the minds of the people you’re trying to reach, influence and move to action. To learn more, download our recent higher education brand strategy white paper. The white paper explores the unique challenges of branding an educational institution and provides strategies for overcoming the most common hurdles.