Levi's is a power brand. It's more powerful than Wrangler, Lee, or Guess. All are brands. All convey an identity and a promise. But one is known internationally and by all age and demographic groups, whereas the others have a more narrow influence and, therefore, less marketing power. The power of your brand comes from the degree to which it is known.
Your Lutheran School probably will never have a globally recognized "power brand" simply because Lutheran Schools don't have (and for that matter don't need) the marketing horsepower that would fuel that level of awareness.
But your school can be the most powerful brand in your target market, the people of your community making informed choices about their children's education. That doesn't mean all such families will choose to enroll at your school. After all, not all of us own Levi's jeans. But they will have heard of you, will have an opinion about you, and will consider whether or not you are the right choice for them. All it takes is:
• Knowing the brand image that you want to project.
• Having commitment and discipline to project your brand well.
• Spending what's necessary to get your message to your target market (both monetarily and use of time & energy).
• Managing your marketing so that it makes a consistent impression that etches your desired brand image into the mind of your target prospect.
Remember, while most school staff members are not primarily and directly engaged in marketing, all of them have an impact on school marketing through every single interaction they have with students, families, and others. Your most effective (and least expensive) marketing is the word-of-mouth recommendations of satisfied "customers" (your school families), so as you have positive, genuine, and caring interactions and experiences with your customers, you reinforce the brand and their willingness to share it with others they know.
Your Lutheran School probably will never have a globally recognized "power brand" simply because Lutheran Schools don't have (and for that matter don't need) the marketing horsepower that would fuel that level of awareness.
But your school can be the most powerful brand in your target market, the people of your community making informed choices about their children's education. That doesn't mean all such families will choose to enroll at your school. After all, not all of us own Levi's jeans. But they will have heard of you, will have an opinion about you, and will consider whether or not you are the right choice for them. All it takes is:
• Knowing the brand image that you want to project.
• Having commitment and discipline to project your brand well.
• Spending what's necessary to get your message to your target market (both monetarily and use of time & energy).
• Managing your marketing so that it makes a consistent impression that etches your desired brand image into the mind of your target prospect.
Remember, while most school staff members are not primarily and directly engaged in marketing, all of them have an impact on school marketing through every single interaction they have with students, families, and others. Your most effective (and least expensive) marketing is the word-of-mouth recommendations of satisfied "customers" (your school families), so as you have positive, genuine, and caring interactions and experiences with your customers, you reinforce the brand and their willingness to share it with others they know.