PS&L Blog

Buzz University, Clock Tower U, Generica; our cartoon mocks the branding messages we all wear but your brand is no laughing matter.

When you put your good name, image or logo on sportswear or anything else it speaks to everyone about the promise your institution holds. Your name evokes thoughts, feelings maybe even passion in those who come across you name, whether you like what they think or not.

One of my favorite books still, is the 1980’s best seller, Positioning – The Battle for Your Mind by Al Ries and Jack Trout.  They say your brand sits on a ladder positioned between your competitors, unless you are top dog in which case you need to figure out how to stay there.

The only way to battle this constant competition for position in your audience’s mind is through institutional knowledge.  Who is above me?  Who is below me?  Why?  You must develop your niche, find your creneau and consistently communicate why your school is best for this particular spot.  You are truly successful when someone sees your logo on that sweatshirt on the beach and thinks exactly what and who you are.

Great market research and creative communication used thoughtfully; both strategically and tactically can help you find that position, develop your own niche or creneau to make your logo and brand mentally describe your position.  Owning your position and branding it is the shortcut you need in today’s over communicated society.  See logo, think great brand story.

* Isn’t creneau a great word?  It is the hole a rock climber finds to insert his piton, the little device that helps them climb up a mountain face.  If you don’t have a niche you need to find the creneau in your prospects mind, the chink in your competition’s brand and exploit it to strengthen your position and brand.  Hard work but worth it.