Emotion-Based Branding Strategies

(From ICEF Monitor) The way prospective students and stakeholders feel about a school is often more important than how they think about it, according to Richard Gillingwater, a brand strategist. When a school inspires strong positive feelings among students, it demonstrates that it understands their needs and can reflect or amplify their voices.

To establish an emotion-based branding strategy, Gillingwater suggests first considering the needs of the students and then assessing the type of emotion you want to activate when creating communications and marketing material. By emphasizing a sense of community and the school experience rather than a specific product or service, schools can inspire a desired feeling among students and create a consistent brand story. This kind of branding is more likely to resonate among students at every step of the enrollment funnel.

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