Why Branding Matters Branding is more than advertising and it’s not a logo or a catchphrase. Branding is the entire experience that our Community – prospective families, current families, past families, Old Boys, staff, students and the outside world in general, have with us. Our brand strategy defines what we stand for, who we are, along with our distinctiveness. While it includes our symbols, colour palettes, mottoes and catchphrases, those are only the creative elements that convey our brand. Branding is a collective of techniques that come together to generate a social and cultural relevance:
• The narrative that we have that defines our distinctive • The experiences we offer • The images we convey • The messages we deliver vis our advertising campaigns, social media, website, publications
• The way our staff interact with families and potential families • A family’s disposition to King’s compared to any of our competition It is universally recognised that for branding to be effective, it must be kept simple. A guideline such as this for digital and print use of our brand and its elements, will only succeed when we achieve simplicity and clarity. Our intent is to ensure that we might all be able to understand and use these guidelines to their fullest effect and build recognition of brand of the School in a professional and memorable manner.
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