brand position overview

8/8/2019 Brand Position Overview

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Brand

Posi t ionOverv iew


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Background Why do we need a brand position?

The University Vision Market Segments

The Strategy Behind the Brand Position Research

Brand Attributes and Values Development of a Positioning Line

Competitor Positioning

The Brand in Action What does it say about us? What does it mean at an organisational level?

Visual Presentation of the Brand


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Background

Why do w e need a brand pos i t ion?

A brand position tells people who we are, what we stand for and how weoperate. It aligns the public face of the university with its vision.

A brand is more than a logo it is a palette of images, colours, language andattitude.

The Univers i ty V is ion

The vision for Charles Darwin University has been clearly articulated by theVice-Chancellor and senior management:

A thrivinguniversity, which dares to bedifferentand take advantage of itsgeographiclocations near and above the Tropic of Capricorn and of itslocal demographyto build a unique world renowned reputation capable ofunderpinning sustainable development and lifelong learning in diversecommunities across tropical and desert regions through education, researchand community service.

As part of the vision, the University has also outlined the things it must be by

2006 if it wants to thrive and survive:

Already recognised as the peoples university in the Northern Territory as a cultural and intellectual asset, a unified institution:

That is first choice for young people of all ethnic backgrounds for bothpost-secondary practice-based training and higher education

The place of choice for the provision of continuing education forcommunities, companies and government enterprises and their f irstport of call for policy advice, analysis of problems, delivery of solutions

The place acknowledged for the quality and relevance of its researchOn the radar screen elsewhere in Australia as:

A place that the Commonwealth and companies are turning to forinput into solutions relevant to operations in, services to andsustainable development of rural and remote communities

Causing overseas players to take notice, particularly those from centresof excellence in tropical or desert issues or the interplay betweenindigenous and western cultures

Confident of itself and its future


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Given this vision and these objectives, the marketing objective for theUniversity is to:

Position Charles Darwin as the university of choice to selected market

segments.

Market Segment s

We cant be all things to all people. But we can be first choice: For certain people/ businesses/ governments

In certain areas of endeavour

Market segmentation helps us to define who these people are and what each of themmight want from us.

We have defined our market segments on an attitudinal basis, rather than bydemography. The segments identified are:

Within the Northern Territory:

Committed, capable self-starters: high achievers, may also consider otheruniversities.

Traditionalists: career choice influenced by family tradition. Fresh starters: to make something of their lives.

Realists: to achieve a tempered aspiration.

Territory committed: considering Charles Darwin because they want to

stay in the Territory.Outside the Northern Territory:

Niche seekers: considering Charles Darwin because it specialises in theirarea of interest.

Option seekers: looking for alternative options because their choice is notavailable in home state/ country.

Challengers: looking for something new or different to what is offeredelsewhere.


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The St ra t egy Beh ind t he

Brand Pos i t ion

A brand is not something dreamt up by a good graphic designer. It is basedon a strategy that aligns it with the attributes and values of the Universityitself.

In developing a brand, you will typically start with a lot of information thatseems to be far too broad too express in a simple way. How can the universitypossibly come up with a brand position that conveys its broad array ofofferings to such a broad range of target audiences?

The main processes involved are grouping and distillation grouping togetherlike attributes and finding ways to represent them more simply.

Research

Extensive research was conducted to help develop the strategy for the brand.This included:

A survey of 70 university staff, drawn from all levels and all campusesand centres, to identify the brand attributes

A telephone survey of 400 people from across the Northern Territory

Extensive interviews with stakeholders and staff.

Brand At t r ibut es and Values

Every brand has attributes a set of characteristics that describe what thebrand stands for. Some attributes may change over time.

Attributes are then grouped together to form values. Values are guidingprinciples for the brand and change very little over time.

For Charles Darwin University, six brand values have been identified asshown in the following diagrams.


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Personal

Access to a personal,supportive environmentthat provides a catalyst

for people to succeed.

multi-cultural

intimate

cosmo-politan

empathetic

friendlyinteractive

embracive

reflective

supporting

fair &equitable

career

focused

accessibleresponsive

community

focused

focused

family

vocational

non elitist

unique

open

flexibleentry

sociallyresponsible

public

high-tech

all

embracing

user

friendly

personal

modern

transparent

empowering

Professional

A university with proven

professional standards ineducation, career development

and research.

professionalquality

egalitarian

distinguished

nationalstandard

intellectual

efficient

leadership

competitive


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Savvy

An ambitious universitywith a reputation for

providing solutions to

societys needs.

intellectual

responsive

tailored

aligned tobusiness

research

nimble

socialinvestment

different

quality

positiveexperience

specialistconsistent

goodacademicreputation

smart

Recognised

internationally

recognised

nationallyrecognised

expert

reputable

aspirational

beaconDedication to high standards,social involvement and new

thinking creates a strongprofile nationally and

internationally.

The first three brand values, Professional, Personaland Uniquearecurrent values. It is accepted that these three values already exist inthe organisation.

The two values of Boldand Savvyare latent values the university isdeveloping in this direction now.


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Recognisedis a desired future value.

personal recognised

unique savvy

bold

LatentValues

Desired/FutureValue

CurrentValues

professional

Development o f a Pos i t ion ing L ine

One of the processes used to develop the brand strategy is to look at thebrand from the consumers point of view. A series of questions helps us to

develop statements that describe Charles Darwin University from theirperspective.

Who uses Charles Darwin University?Charles Darwin is for the unconstrained thinker who is looking for anew style of education opportunity to equip them for the future.

What value do they get from using Charles Darwin?Charles Darwin makes you feel like part of something new andimportant while fulfilling personal aspirations.

When do they use Charles Darwin?Charles Darwin gives you the opportunity to make a difference in yourlife.

Where do they use Charles Darwin?Charles Darwin allows you to access learning in a way thats mostconvenient, (be that remotely, on campus, on the job or on line) and tostudy at the appropriate level for you.

These statements are then refined further and reworded to express the

thoughts more clearly:


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Charles Darwin:

Opens up a whole new world of opportunity.

Connects you to a culture that is explorative and forwardthinking.

Is the catalyst of change no matter who you are or where youare in your life.

Looks beyond traditional solutions.

And with further refinement:

Charles Darwin is a catalyst of change to

Students

Employers

The community

The Territory Established thinking.

It is from this process that the positioning line for the university wasdeveloped:

Charles Darwin University. Change Your World.


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Com pet i t o r Pos i t ion ing

If a brand is going to stand out in a crowd we need to consider how it sits

against the positioning of competitors.

Are we offering something that other universities, training providers andresearch organisations are offering? If so, are we the best at it?

Or are we offering something that is new or different to otherorganisations or a position we can claim as our own?

Interestingly, across Australia (even internationally) few universities orcolleges have developed strong brand positions that could be regarded asunique.

The following is a snapshot of Australian brand positioning in the market:

Innovation/ ExcellenceDeakin Progressive - Relevant - Innovative - ResponsiveCurtin CurtinnovationWollongong Excellence. Innovation. Diversity.Macquarie Australias Innovative University

Think/ Learn/ KnowledgeBond ThinkFlinders Think Learn Lead LinkJames Cook Always thinking ahead.

Western Syd Bringing Knowledge to Life

LeadershipMonash Leading the way

LocationANU Australias national universityCanberra Study in the national capital of Australia

Practical/ Real WorldQUT A university for the real worldUniv of SA Experience. The difference.

Personal AttentionCentral Qld Uni WhereStudents Come FirstSouthern Cross Every Advantage you can imagine

Personal Growth/ DevelopmentTAFE (SA) Discover your possibilities (passive)Adelaide Uni Life ImpactUni of Tasmania U think, U develop, U change (about self only)

From this analysis, Charles Darwin University will be looking to own a marketshare that no other university or college is actively pursuing.


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The Brand in Ac t ion

What does i t say about us?

Immediately defines us as unique.

Bold and will stand out in the crowd.

Aligned with Territorian attitude.

Helps to defines our market tells us who to target and who to forget.

Clearly aligned with our vision.

Inviting.

Inclusive.

Personal.

Communal.

Local. Global.

Reinforces the values of our namesake, Charles Darwin.

What does i t m ean at an organisat ional leve l?

You can only market an empty box for a limited period. We cant just say weare something we must live it.

So the implications of the brand go across the whole organisation:

Staff be instigators and promoters of change.

Environment create physical change and difference remind yourselfdaily that you are in the business of changing minds and lives.

Course development continue the mix of pragmatism and research change worlds of all sizes and types choose research projects thatlead to change.

Status and reputation be seen as the beacon of change anddevelopment in the Territory be the spokespeople that the media turnto for change

Future dont stand still or be seen to be not making change changefrequently points of contact (e.g. Website) with the world so you areseen to be living your philosophy

Communications challenge those who seek change look dynamicnot passive bold colours, not recessive - springboard from those whodared to think differently and changed lives.


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The Essenc e of t he Brand

Tone of Voice

Challenging

Different

Personal

Creat ive Sty le

Unconstrained

Young

Fresh

Vital

Bold

Brand Mark

Tee-shi r ts


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Postcard

Banners


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Websi te

brand position overview

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