Every business should have a branding model, even small ones, and especially large ones like the college where I work. At the moment, I don’t think that we have a branding model. Therefore, what I’ll be doing during the next months is to try to figure out how our college should be branding our services.
What is a Branding Model?
A branding model is a way to simplify and utilize the process of brand planning. It’s a way to use methods to find branding ideas, but it’s also a way to explain the behavior of our students (your customers) when it comes to their responses to our brand.
In order to position our brand, there are three issues we need to consider.
First. We need to identify other brands (colleges and universities) we are competing against. We need to find out what they are doing, that we should be doing. We need to define the parameters that we should be comparing with them.
Second. We need to find attributes to our brand that will enable it to stand out from the competition. We should be able to enter the mind of students, and make them become aware of the quality of our brand.
Third. We need to create a slogan for our brand. This slogan should reaffirm the position and the values of our brand. Today, we don’t have a slogan.
It’s all about protecting the loyalty of our students. We should employ an efficient student (customer) relation service and a feedback system for our students. We should strengthen the relationship between them and our brand.
Brand Value Chain
The brand value chain is the financial impact of our branding efforts. The value of the brand consist in the students (our customers), that’s where we should be focusing most of our branding strategies.