Good branding is a crucial part of any successful business and without it your brand could be misinterpreted or not found at all. Branding and how you portray yourself is important to students as they like to work with businesses who share their values and ethical beliefs, having poor or confusing branding can make your business unattractive to the student market and lose you valuable customers.
Usually when you think of branding you think of the visual aspects such as colour schemes, but branding is a lot more than that and it requires a whole strategy and in-depth analysis of your target audience to ensure you are using the correct language and themes for the type of people you are trying to attract.
The first and arguably most important part of your branding is your logo, your brand IS your logo in the eyes of the customers. Your logo needs to be memorable, modern and something customers haven’t seen before – give them the wow factor.
Your logo should be a visual representation of your brand and speak for itself, after all it is going to be across all your marketing and promotional materials! Not all logos contain the brand name and this isn’t a bad thing; many people are able to recognise a brand from their logo alone and this is what you should aim for with your student branding strategy.
When it comes to communicating with students as a brand, it’s more about how you say it than what you actually say.
Your brand persona and tone of voice needs to be faultless and established in order to compete with brands who already have experience speaking to the student market in a way they resonate with. Your brand persona is how you express yourself to your customer and how you want them to think of your brand, almost as if your brand itself is a person they are having a conversation with. Over time your tone of voice should become familiar to the student market, which they will then deem as loyalty.
No matter what your industry, if you are targeting the student market then your brand persona should reflect this…to a degree. Students do not take lightly to brands that appear to be patronising them or ‘trying to get down with the kids’, they find it uncool and will revolt from your brand as they will see this as you not understanding your demographic at all.