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Mar. 25, 2008 at 2:28pm
The three Ps of branding
Posted by Shari Campbell in Advertising, Branding, Planning and Strategy
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How do we “choose” a brand?
I’m working with several clients to answer this important question. And while our process at JayRay involves a number of strategic and thoughtful steps, our clients seem to most appreciate when we work with them to develop and test the three Ps: position, promise and personality.
Here’s a peek inside the process for a new Catholic high school:
Promise. Board members for the new school interviewed hundreds of middle school students from area Catholic schools and asked what they wanted in the “ideal Catholic high school.” Several suggested a truly ideal institution would “always be there for me.”
What a powerful promise, I thought. Imagine if a physician practice or health care system promised to “always be there for me and my family.”
Personality. SW Airlines is friendly, fun and low cost. Humane Society for Tacoma-Pierce County is compassionate and vigilant. Jubilee is active, playful and upbeat.
Defining the personality for a school that isn’t yet open is challenging. It’s also a blank canvas – and the school’s board, committees, future students and local residents are already helping to paint it.
Will it be challenging? Bold? Alive?
Position. What do you stand for in the minds of your audience relative to your stakeholders? Seems to me like many words are overused, including best, most, excellent, quality, valued … the list goes on and on.
This comment, which I gently offered to the school branding committee, produced vigorous debate, wonderful insight and lots of additional questions.
One committee member, whose daughter is trying to narrow her list of college options, exclaimed: “I’m so tired of every university claiming to be the best. I’m still waiting to hear what they’ll do for my daughter. How will she be a better person, or better educated as a result of going there?”
We’re still refining and testing the three Ps. But I’m confident our work will result in a brand that is always friendlier than the best.
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