Branding doesn’t just work in the business world. It’s everywhere! Branding in simple words is the perception towards a particular brand. People in general don’t just buy what you do, they rather buy you. The concept of branding equally holds good for schools, colleges and universities. It is crucial getting new students to enrol for your courses and talented faculty and employees aspiring to be part onboard your institution.
Today people are spending a major part of their day online. If we go online, branding is simply website promotion, accomplished with the help of online marketing. Online branding for educational institutions is mainly done through online marketing and advertising campaigns which includes online search engine marketing etc. But make sure that you have a consistent theme throughout different channels. This is recommended by most of the internet marketing consultant. These online branding tools and techniques are sure to establish a positively differentiated presence for your institution in the market.
Traditionally, educational institutions have been notably conservative in using terms and concepts like branding and marketing. But now, educational institutions are moving towards their website promotion with the help of online marketing. The scenario is changing very quickly due to increased competition for funding and the proliferation of available choices. Colleges are now open to website promotion and are not conservative in using terms like branding, marketing, online search engine marketing, online marketing and higher education marketing etc. This online branding is proving to be very useful tool to compete efficiently, and drive enrolments and funds for themselves.
However, educational institutions should endeavour to build their brand around their institutional personality, which includes their;
- Vision and mission
- Values
- Various stakeholders
Educational entities have never considered students as customers. In general, colleges do not think of themselves as a commercial brand. But the value of a brand is determined by those we serve, and colleges must strike a balance between values and branding. Branding is sure to bring the much coveted focus to your college, if you are ready to put conscious efforts towards it. Remember, there should not be a gap between your promise and delivery. Failure to bridge the gap between promise and delivery will undermine your branding efforts. Proper approach towards branding, in other words, helps you build your brand equity to be used as an asset.