Beyond the Logo: Building Trust in Your Brand
YOUR PARENTS ARE LEVELLING UP!
Guys, the cat’s out of the bag. It turns out today's parents are very different from the ones you communicated with 2 years ago. Blimey, they're not even the same kind of parents you were interacting with at the beginning of March!
As the world navigates COVID-19, it's easy to see the big shift in ways parents interact with brands. It's not only that - their personal values and sensibilities have been altered, too.
WELL... THAT IS INTERESTING, TIM, BUT WHAT HAS REALLY CHANGED?
Well, school marketing person, I'll tell you! First off, more than ever, parents are investing more time in getting to know schools.
Parents are no longer content with a visit to your website and a campus tour. They seek - and find - lots of information from lots of different sources beyond your control.
Sure, they still check your website, but now they scan parent reviews too. They read inspection reports. They check your social media channels to see what your families are saying.
Opinions about your school are growing exponentially because parents crave authenticity. They are looking for brands - and schools - that take a "warts and all" approach and give it to them straight. And, of course, they want to be inspired.
Long story short, parents want it all. And it's your job to give it to them in ways that make them feel comfortable and understood.
No pressure!
IT’S NOT EVEN JUST THE PARENTS!
Before I get into “the big reveal,” let's acknowledge reality. It's not only parents we have to keep happy. It's a much wider group of decision-makers that we need to communicate with.
Think about it. When it comes to picking a school, students definitely have a say. In some cases, grandparents do too. Everyone involved in the decision wants to be confident in your school before they ever book a tour.
In a nutshell, it's time to make true friends of your entire audience! Develop some “brand love” and commit to a relationship with each and every one of them.
Your audience - no matter the age - crave experiences that drive long lasting well-being. Not just in the products they consume, but with the brands they invest in. And they don't come much bigger than your brand!
So start to invest in those relationships. Take steps to share your school's brand identity and authenticity with them all.
CREATING AN AUTHENTIC AND DIVERSE BRAND!
I’m a few blogs in now, so I hope you, dear reader, already have a pretty good idea of your brand identity. That, and what you need to communicate with your audience. If not, shoo, get out of here and read my other blogs to work it out, but then come back (please come back, I like the attention!).
Right now, let's take a look at what you can do to not only communicate with your audience but inspire their trust.
First thing: Look at your digital footprint. As I mentioned at the start of this, that footprint is bigger than ever before. Each of your channels appeals to a different part of your audience.
Right, now, a grandma is downloading and printing a PDF of your newsletter! Mum and dad are scanning your website on a tablet whilst catching up with TaskMaster. And, your prospective student is checking out your Instagram or TikTok posts.
If you are mixing your messages across channels, your audiences might get confused. They might miss out on your authenticity. Your values might be out of focus. Even worse, they might not trust what you are telling them because it doesn't add up!
So, here is a quick checklist of questions to get that consistency flowing online:
Does your website both look good and clearly communicate your brand identity?
Do your social accounts all look top drawer and echo what you say on your website?
Do you have a Google Local set up so when people do search for your school, it is super easy to find?
Do you have good reviews and solid testimonials from current and past parents?
How many of you can honestly put a tick in each of those boxes with a grin on your face?
If you can't, then make a change and watch your audiences breathe a sigh of relief as they trust your school that little bit more!
DON'T STOP THERE, THEY WILL SOON BE BACK ONSITE!
Your digital presence is a huge nut to crack. If done right, people will soon be calling the admissions office to see your school in action. So, how are you going to communicate your brand identity onsite? Ironically, the best way is to stop thinking like a school!
Is a "warm community" a big part of your brand identity? Then look at businesses that reflect that same commitment. For example, Starbucks knows their audience comes for more than coffee. Customers come to relax with a good book or catch up with friends. So Starbucks created experiences around comfy chairs, relaxed lighting, and a chilled soundtrack.
Imagine how your school waiting area could be improved if you took some tips from Starbucks. Create an inviting, friendly space where parents can relax before going on a school tour. Sounds better than sitting on a hard bench between dusty bookshelves, doesn't it?
Or, if you are focusing on being the most premium offering, then look at top-end hotels. Mimic the personal service offered at check-in. Have someone take your visitors' coats when they walk through the door. Hand your visitors a cold bottle of water once they have made that long trek from the carpark to main reception. Make them feel like they are the most important people on campus.
I hope this gets you thinking about ways you can build emotional connections. Of course, this shouldn't start and end in the reception area. Map your audiences' interactions with your school and apply your newfound identity at each point. You will be amazed at how quickly your brand can inspire parents to see your school as a trusted friend they want to spend more time with.
BY TIM WEAVER (@TWEEDESIGNER)
*** I’M NOW ON INSTAGRAM DROPPING TASTY BRAND BOMBS AS WELL! ***