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!
Comments
This is off the top of my head:
For: students seeking preparation for real-life jobs through education, research, and community engagement
It's: the nationally ranked college
That: will prepare you to make the world a better place.
Posted by: Peggy Rader | March 13, 2007 1:37 AM
FOR: People who care about learning over the life span
IT'S: A College with a 100 year tradition of research and teaching and a daily commitment to the entire community.
THAT: is making citizens and the world better off through learning.
Posted by: Tim Sheldon | March 13, 2007 4:42 PM
For: Students, Educators and Human Service Professionals
It's: A college that is a national leader in education and human development research, education and community service
That: Prepares future leaders, discovers best practices and helps communities translate research into practice.
Posted by: Sherri Larson | March 13, 2007 6:59 PM
For: People who care about the well-being of children, families, schools, and communities
It's: A college that trains leaders in education and human development to transform the world
That: connects disciplines, people, schools and communities in working to solve our biggest challenges in educaiton and human development.
Posted by: Lynn Slifer | March 16, 2007 4:08 PM
For Everyone.
It's the College
That Connects.
Posted by: Melissa Critchley-Rodriguez | March 28, 2007 9:30 AM