WHY IS BRANDING IMPORTANT?
Branding is much more than slogans and logos. The Cayuga brand is a reflection of everything we do and say, everything we print and broadcast. It’s seeking an emotional connection with our audience, whether that be our students, parents, neighbors, friends or employees. It’s the message we send to our prospective students and their parents through our marketing materials and web presence.
Why is the Cayuga brand valuable? Establishing and communicating a clear and compelling brand helps people associate the Cayuga name with quality and credibility. It advances our reputation as providing an excellent education at a reasonable price. Good branding increases the value of the College and provides employees with direction and motivation.
Our Marketing department, as well as you, our faculty and staff, need to make the Cayuga brand professional looking and consistent. Here are some useful tips and reasons why this is so important.
BRANDING IMPROVES RECOGNITION
One of the major elements of your brand is your logo. Think of how we instantly recognize the golden arches of McDonalds, the swoosh of Nike, or the iconic bitten apple for Apple, Inc. A logo is the “face” of a company and is critical because that single graphic will be on every piece of communication and advertising.
BRANDING CREATES TRUST
A professional appearance builds credibility and trust. People are more likely to attend a college that appears professional and reliable. Emotional reactions are engrained into our brains, and those reactions are very real influencers.
BRANDING SUPPORTS ADVERTISING
Advertising is another component of your brand. Advertisements help builds our brand and defines the impression of Cayuga we want to portray to our prospective students, current students, and alumni.
BRANDING INSPIRES EMPLOYEES
Employees should understand Cayuga’s mission and the reason for being; they are more likely to feel pride in their work and help achieve the goals we, the College, have set.
BRANDING GENERATES NEW CUSTOMERS
Our students, parents, and alumni are the College’s customers, and referrals, like any business, play a significant role. Providing a positive experience enables others to recommend Cayuga. Word of mouth referrals is only possible in a situation where Cayuga has delivered a memorable experience for our customers.