Insights and Inspiration

The pandemic has taught everyone to adapt and find a better approach. At Leapfrog Group, we have found that conducting discovery—the first step of a branding project—on Zoom can be just as effective, or even more effective, than in person.

Every school has a hobbyist photographer among its parents, an art teacher with a digital camera or a marketing staffer with the latest iPhone. With so many opportunities to get photos for free, why do you need to spend your precious few budget dollars to bring a professional photographer to campus?

Schools often ask us which should happen first: strategic planning or branding? Our answer: yes.

Among the hardest-working tools in your marketing toolbox are your brand statements. Brand statements are tightly written phrases that authentically express who your organization is. They are you, in text.

Your logo is just one element of your brand, but it’s the one that’s most widely used and seen. The purpose of a logo is to immediately establish brand recognition, from first visiting a website to seeing school pride displayed on a bumper. How and what your logo communicates is not only critical to your brand but also to your prospects, current families, and alums. A well-crafted logo lends trust and credibility to your mission.

Writing is hard work. It takes practice, discipline, focus, and diligence—plus a very thick skin. If you’ve been asked to write your institution’s case for support, you have a tough assignment in front of you that can cause your head to spin. But fear not; I’ve got you. We will get through this together.