What is brand repositioning? Positioning your brand away from your competitors in the mind of your customer, based on unique characteristics. By using a positioning map, you can measure your brand against competitors using your unique characteristics.

A positioning statement is another way to describe your brand, target audience, and how you can fulfil your customer’s needs. Effective brand repositioning helps establish relationships with customers while building on perceived favourability, credibility, and value.

B2B can learn a lot from B2C when it comes to brand repositioning. Key points are knowing your audience, being consistent, and having a story and identity that connects with your audience. 

 

Brand positioning requires the right audience

Differentiating your brand is an important part of repositioning, but so is finding your niche and target audience.

When looking at brand positioning in Education, are you targeting Primary School, High School, University, or a different demographic? High Schools typically target students coming into year 7, meaning parents would still be the decision makers.

On the other hand, Universities target year 12 students or even careers counsellors at High Schools. As year 12’s are more independent, they may be researching Universities themselves. Following this, you may have specific specialties at your University, make these known! Points of difference will help with enhancing your schools visibility and brand awareness.

Consistent positioning across all platforms 

Consistency across all touch points is key to reinforcing your brand personality. All communications should reflect the unique value proposition that sets your institution apart. This includes everything from your website to your social media presence, and even staff interactions.

Not only does this help solidify your brand personality in consumer’s minds, it helps build trust and loyalty. Using your positioning statement as a reference is a great way to maintain this consistency across all communication platforms.

Everything from logos and colour schemes to your tone should be the same across all communication platforms. This creates a more seamless, enhanced brand experience for all customers.

Storytelling

Another powerful tool when positioning a brand is storytelling. Storytelling helps to personalise and build emotional connections. This is incredibly relevant in education branding as students want to build connections with staff and other students. 

Storytelling can begin the connection process even prior to students commencing study. This can be done by sharing successful alumni stories and current student experiences on your website, social media, or in ads.

Storytelling highlights an institution's point of difference, but also provides insights into the community and culture of the institution. Showcase the positive impacts students have made during and after their studies at your institution.

Storytelling is not just limited to students’ experiences but can also incorporate the history of the institution, faculty achievements, events, and traditions. 

Visual identity

Visual identity plays a crucial role in brand repositioning. Your identity is one of the first things a customer will always remember about your brand. This includes your logo, colour scheme, typography, imagery and overall design style. Your visual identity should be professional, credible, and represent your core values. 

Differentiation remains as important in this aspect as visual identity. Being at the forefront of your brand, your visual identity must also stand out against your competitors. 

Visual identity can also appeal to a target audience. A Primary School’s visual identity may be bold, bright, and fun, reflecting the energy and playfulness of the learning experience. Alternatively, a University may use subtle colours and a sophisticated design to appeal to a more professional audience.

Brand positioning in education is more important than you may think. Whether you're looking into it for the first time, or angling for a refresh, it's never a straightforward task.

Get in touch with our team to find out how we can help you reposition your brand to stay relevant and connected with your audience.