Author: Erica Minutella

Careful, your positioning
statement is showing.

[vc_row animate_rounded_tab="yes"][vc_column][vc_widget_sidebar sidebar_id="footer_column_4" el_class="blog-social-share blog-top"][/vc_column][/vc_row][vc_row animate_rounded_tab="yes"][vc_column][vc_column_text] Okay, so we all know the difference between a positioning statement and a tagline, right? A positioning statement is intended to set an internal direction, usually for several years and is the foundation for your messaging. And a tagline? Well, a...

Hidden Audiences: How to Find Them
and Why They Matter

[vc_row animate_rounded_tab="yes"][vc_column][vc_widget_sidebar sidebar_id="footer_column_4" el_class="blog-social-share blog-top"][/vc_column][/vc_row][vc_row animate_rounded_tab="yes" el_class="first-row"][vc_column][vc_column_text] As a professional association with memberships and certifications, the value you have to offer career builders may remain consistent, but that doesn’t mean your audience will. When you hone in too closely on your audience, you can become so...

What Your Logo Says about
Your Institution

[vc_row animate_rounded_tab="yes"][vc_column][vc_widget_sidebar sidebar_id="footer_column_4" el_class="blog-social-share blog-top"][/vc_column][/vc_row][vc_row animate_rounded_tab="yes" el_class="first-row"][vc_column][vc_column_text]There are many things that make your institution extraordinary or exemplary. But if your logo doesn’t reflect those attributes, it’s time to take a closer look. Clearly, your logo is more than just a graphic or mark but a distillation...

Go beyond brand awareness.
Aim to be a brand favorite.

[vc_row animate_rounded_tab="yes"][vc_column][vc_widget_sidebar sidebar_id="footer_column_4" el_class="blog-social-share blog-top"][/vc_column][/vc_row][vc_row animate_rounded_tab="yes" el_class="first-row"][vc_column][vc_column_text]It might seem easy to build brand awareness if you’re selling sneakers or coffee. These products have cool built into their brand DNA, just by virtue of helping customers look good or feel good. The challenge behind promoting a...

Brand differentiation:
the courage of being you

[vc_row animate_rounded_tab="yes"][vc_column][vc_widget_sidebar sidebar_id="footer_column_4" el_class="blog-social-share blog-top"][/vc_column][/vc_row][vc_row animate_rounded_tab="yes" el_class="first-row"][vc_column][vc_column_text]Whether your institution is two-year or four-year, for-profit or non-profit, you must find a way to stand out from the 5,299 other colleges in the U.S. Because every year, you and your competitors market to the same audience of...