WHO ARE YOU?

CREATING ONE STYLE, ONE MESSAGE,

– – – ONE BRAND

WHAT IS BRANDING?

Prediction of what to expect

X Emotional power of that expectation

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BRANDING

ADVERTISING/MARKETING VS. BRANDING

Branding is not a quick promotional effort

Branding is not a campaign of any length

Branding is a solid, long term foundation for all other aspects of the organization to grow around

CREATING THE FOUNDATION

Ellen Ondrey – Messaging

Sheryl Scheatzley – Internal branding of vision statement

WHY CREATE A BRAND?

Creates a strong, appealing identity

Effectively promotes your mission

Establishes a positive image of the organization

EFFECTIVE BRANDING

Be easily recognizable

Create professionalism in all communications

Express what the organization stands for and presents value to the community

Differentiate the organization from its competitors

Be a beacon which draws people to your organization

Be a symbol that instills trust and confidence

CONSEQUENCES OF NO BRAND OR POOR BRAND

Looks unprofessional and destroy credibility Make it difficult for the public/customers to determine what you doMake it difficult for the public/customers to recognize your materialsFail to show the value of what you doFail to inspire people to take action (i.e. volunteer, read your materials, donate to your school, attend an event)

BRANDING BARRIERS

No clearly defined message or graphic identity

Too many communicators

No controls over materials

No access to approved logo, etc.

Poor understanding of importance of branding

BEFORE BRANDING: LOGOS, LOGOS EVERYWHERE!

DEVELOPING A BRAND

Create basic messages and a graphic identity to be delivered in all communications

How is your school district “wrapped” or presented to its constituencies?

Yours should have its own personality, identity and set of characteristics.

LOGO

Your logo is one of the most important tools in establishing a graphic identity and is integral to the branding process!

MESSAGES

TaglineEvery Student a Star

MissionThe mission of the Middletown City Schools is to provide our culturally diverse students with highly-challenging and engaging school work, which assists them in gaining valued knowledge and skills. We will continue to operate the district in a fiscally responsible manner with a priority of student achievement.

VisionRecognizing the need to prepare students to become productive members of a democratic society, we envision that the Middletown City School District will:

• Raise achievement levels of all students• Eliminate achievement gaps• Earn a rating of "Excellent" on the school district's state report card

MAKE IT EASY FOR STAFF TO COMPLY WITH

STANDARDS

Create templates/preformatted materials

LetterheadEnvelopes and Business CardsFax sheetsThank you and note cardsTablecloth and bannerNewsletter or brochure templatesWebsite (page templates)Flyers

PHONE GREETINGS

Hello, thank you for calling xxxxxxx xxxxxxx, of the Middletown City School District, where Every Student Is A Star. This is xxxx xxxx, Principal of xxxx xxxx School. Your call is important to us.

If you know your parties 4 digit extension you may dial it at any time, or press 1 for the dial by name directory.

WEBSITE CONTROLS

Identify content managers throughout the district and provide training

Create template for all pages

Use controls for colors & fonts

OTHER STYLE GUIDE CONSIDERATIONS

Use of district/school’s name (no acronyms first)

Use of staff titles, school programs, etc.

Board Listing

Contact Information

Non-discrimination statement

Publication date

After Branding

www.middletowncityschools.com

STAFF TRAININGS

Identify the “communicators” in each of your schools

Train these “key communicators” on the branding standards, including a primer on how to place the logo, use the templates, etc.

CREATE BRANDING FOLDER

Branding folder should house logos, mission statement, administration listing, images, templates, etc.

Give access to those in need

MONITOR

Whenever possible, review materials for compliance. Ask communicators to send you copies of publications. Review your website on a regular basis.

Contact staff to fix compliance issues. Retrain if necessary.

A VALUABLE BRAND

A Brand must be championed at the highest level of an institution before it’s introduced to external audiences. Every member of an organization plays an important role in perpetuating an institution’s Brand.