What exactly is a brand strategy?
A brand strategy serves as a guide (a filter and lens) for organizational decision-making and what and how your district communicates at every touchpoint. When you have a fully developed brand strategy, you will benefit from a complete messaging platform that supports your communications planning and implementation.
What makes up a brand messaging platform?
Your brand positioning statement along with messaging components of your brand strategy makeup your brand platform.
A brand messaging platform is essential to have in place before thinking about logo design. These elements will help guide all of your future content development.
Positioning is the place your district holds in the hearts and minds of your families and prospective families. It is what distinguishes you from your competitors.
A clear vision of your brand personality will guide your choice of words, actions, colors, and typography.
Brand touchpoints are all of the ways and all of the places your district comes in contact with your audiences: staff, parents, students, realtors, and community members.
Key messages provide the framework for what you will say, and sample copy can be used to consistently communicate those messages.
A tagline is your outward brand statement – a short, memorable phrase that captures your personality and unique selling proposition. It connects your students and families to your brand.
A style guide outlines the rules of use for your brand elements to protect and keep your branding consistent.
By Mary Pat McNeil, MP+G Marketing Solutions – building resilient brands ™
*First published in Minnesota School Boards Association Journal March–April 2021
