rebranding without the drama.
A rebrand can feel expensive, slow and risky, especially with a merger or a new strategy in the mix. These eight steps keep it focused.
Colleges, universities and schools rebrand for good reasons: a merger, a new strategy, a change of name or simply a brand that no longer reflects who they are. Here’s how to keep the process on track.
1. be clear why
My first question is always “what’s changed?” Is the brand holding you back? Have you merged or grown? Sometimes an evolution is all that’s needed, not a revolution.
2. involve your staff
Your staff talk to students, parents and employers every day. Ask them what’s working and what isn’t. You’ll get valuable insight, and they’ll feel ownership of the change.
3. ask your audiences
Run a survey or independent interviews with students, parents and partners. Involving them in the process builds loyalty as well as insight.
4. make an inventory
List everything the brand needs to appear on: signage, prospectuses, uniforms, vehicles, websites, social channels and templates. It helps you budget, plan and see what’s done.
5. appoint a champion
One person, with the authority to make decisions, keeps the project moving and the brand consistent.
6. build in room to grow
For Northampton College, research-led values were written into the college strategy, and the new identity was strong enough to accommodate a merger with a neighbouring college.
7. write simple guidelines
Guidelines only work if people use them. Keep them short and practical, with templates people can download.
8. launch inside first
Tell your staff before anyone else. When they understand the new brand and why it’s changed, they become your best ambassadors.
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