Branding Services

Brand building is as important for higher education markets as it is for major consumer marketing companies, and the benefits of branding are the same. Just as commercial businesses use their brand to attract customers, institutions and their programs utilize branding to target and attract the prospective and existing students most likely to enroll.

The process of brand building and discovering a brand's essence will determine the most compelling brand elements. An institution's overarching brand, when combined with sub-brands derived from that institution's individual fields of study, creates market awareness, elevates an institution's reputation and assists in achieving an institution's overall mission, goals and objectives.

Apollidon employs a scientific approach to branding services. The five major work components for Apollidon's branding services are the following:

Brand Discovery

The first step involves our team getting to know your institution, program offerings, competition, faculty and students (existing and prospective audiences). This involves conducting limited market research, meeting with you and your team and conducting interviews to determine how your current and potential students see you now and how you want them to see you in the future.

Brand Strategy

Once the discovery is complete, our team will develop a brand strategy unique to your institution. In B2C (business-to-consumer) sectors like higher education, students may give a variety of reasons why they choose one brand over another. Sometimes, it's tangible reasons like tuition cost, convenience, delivery method or admission requirements. Often, however, it's all about intangibles like, “they know us” or simply, “we trust that brand.” Creating those intangible perceptions is the goal of B2C branding. We'll create drafts and suggest tactics for a brand promise and how it can be communicated throughout your institution's marketing efforts.

Identity Packaging

Once the brand strategy has been developed and approved, our designers will move into interpreting your brand characteristics in a more visual way. Program differentiation and messaging must fit within your institution's brand guidelines; however, within those parameters, Apollidon looks to create a distinct program brand identity. This is done in collaboration with your institution's program team.

A brand should be consistent across media platforms, and all traditional and digital marketing initiatives, including social media campaigns, should align with the brand to increase program awareness and enrollment numbers.

Brand Testing

Social insights drive intelligent brand strategies for B2B and B2C marketing, and focus groups can be conducted to help develop these insights.

Brand Guidelines

Apollidon recognizes that your institution has established brand guidelines. We enforce brand compliance according to the specifications of your institution's brand and style guidelines, and we've included time into our process for your institution's team to approve all content to ensure guidelines are met before market release.

Our experience has shown that higher education branding is complex. Our approach focuses on clarifying the unique attributes of your institution and program offerings to customize and create marketing strategies that meet your overall branding objectives.