Brand Identification, Testing & Clarification

“Brand” is a word often associated only with consumer products. However, like any other product or service, colleges do have a brand that exists in the minds of the people with whom they interact—whether it has been shaped and controlled by the identity presented by the institution, or is simply an image created by “the buzz.”

Colleges and universities can employ strategic intent to craft their brand, or they can accept the default Generic Brand that leads students and families to throw up their hands and say, “They all sound alike!”

Hardwick-Day focuses on aspects of brand identity that go far deeper than a logo or the pages of a viewbook—to the unique program strengths, position, persona and attitude that underlie these communications vehicles. The firm provides an objective assessment of how well an institution’s electronic and print communications—not to mention in-person touch points such as the campus tour and college fairs—convey those brand fundamentals.

Working closely with senior administrators to refine objectives, Hardwick-Day principals design, execute, and analyze qualitative and/or quantitative research to:

• ascertain an institution’s current image in the marketplace;
• assess perceptions of of educational value relative to price (tuition);
• measure the effectiveness of current and planned messages and their execution; and
• evaluate the power of differentiating attributes, such as particular programs or educational approaches.

Hardwick-Day clients use these research findings to inform communication models, pricing strategies, and program development.

Case Study: Don’t Use The “B” Word!

During the early stages of our relationship with a small college in the mid-Atlantic region, we were cautioned not to use the term “brand” because it would antagonize faculty. Coincidentally, our pre-workshop survey showed that the college’s professors and administrators were unable to articulate its unique strengths and attributes. Hardwick-Day’s workshop persuaded them that the concept of brand development and related marketing terminology were valuable tools. By the end of the two days, all participants could easily describe their own brand identity.