Creating brand awareness is the very first step in the marketing funnel and is the crucial foundation to eventually acquiring students. Brand awareness refers to people's ability to recall and recognize your school or program’s brand.
Your goal is for the audience to KNOW, LIKE, and TRUST your brand. You want the audience to relate to you.
Here’s how to start so that your school or program’s brand will convey to your audience who the school is and how it’s differentiated from others. Additionally, understanding the brand will also help as you recruit, both virtually and face to face.
Brand Attributes: List the attributes — characteristics and benefits — of your program.
Emotional Benefits: Ask yourself what are some positive feelings your students get when studying at your school.
Brand Personality: If your school were a person, what are some of the characteristics that make up its personality?
Brand Core: These are your school or program’s values. Once you know your brand core, you can create the mood of the campaign and keep it consistent in your marketing.
The more deeply you understand your school’s brand, the more effective your marketing will be. You’ll be able to plan campaigns that are true reflections of what your program is and has to offer.