Branding Tip: For-It's-That
A big part of a brand's identity is its brand promise. A brand promise is essentially what a brand hopes to always offer its stakeholders (for example, Ikea's brand promise to its customers might be "Stylish furniture at affordable prices").
One helpful way to think about brand promises is to create "For-It's-That" statements. These statements are set up to read "For (AUDIENCE/CUSTOMER), It's (MEANINGFUL DEFINITION) That (OFFERS A PRODUCT/SERVICE/FEELING)." So, a For-It's-That statement for Home Depot might be:
For home improvement enthusiasts
It's the all in one store
That helps you do it yourself.
Here's a possible statement for the United Way:
For community organizations
It's the nationwide fundraising partner
That mobilizes volunteers and donors.
Keep in mind, these are just suggestions. As you're thinking about a new identity for the College, try coming up with a For-It's-That statement of your own. Don't forget to post it to the blog!