'BRAND AUTHENTICITY' FOR HIGHER EDUCATION (PART 2 OF 3)

Hope you guys have enjoyed reading the 1st article in this 3-part series, that was published last week, and have also managed to perhaps incorporate some of the insights shared there, for yourself and/or your organisation.

Running along that same thread, of 'brand authenticity' being perhaps the single most important factor, for higher educations brands to consider today, without further ado, let me jump straight into the 2nd tip, that you guys can hopefully start incorporating right away, into your higher education brand:

Authenticity = Lasting relationships + Lifelong ambassadors

Today's tip, kind of works both ways, actually.

Perspective 1:

When you have an 'authentic brand', you will automatically, develop 'fewer', but more 'authentic' and 'lasting' relationships with stakeholders.

Subsequently, these 'fewer' stakeholders, will almost automatically, become 'lifelong ambassadors', for your 'authentic brand'. Awesome, right?

Perspective 2:

You can also, look at it the opposite way if you like.

Whereby, you notice that you have 'fewer', but more 'authentic' and 'lasting' relationship with your stakeholders.

Couple this with you also noticing that you already have 'lifelong ambassadors' for your brand (celebration impending...)

Hoooray!!, because this means that you do already, have an 'authentic brand', after all.

(You may pause, to give yourself a pat on the back, if necessary now).

But, you may be wondering now, "So, what can I do, in order to incorporate all of this, into my existing brand right away?"

Well, look no further, as here is the answer:

Building on the foundation, set by the continuous cycle of 'audit and build', which we spoke about last week, try asking yourself this:

"Is the 'genuine authenticity' of my brand, oozing out of its pores, at every single touchpoint, every single time, a potential 'stakeholder' comes into contact with it?"

Well, once you've answered this, you can then zoom in on the areas where you need to 'up the ante', to help the 'genuine authenticity' of your brand literally:

"Ooze out its pores, every single time, a potential 'stakeholder' comes into contact, with any of the touchpoints of your brand."

But, don't forget to continually nurture those relationships, with the existing pool of 'lifelong ambassadors', which you already have too.

Indeed, anybody who just happens to come into contact with your brand, is already a 'stakeholder', who actually has the potential, to turn into a 'lifelong ambassador' for your brand.

Once they have been inducted into the ranks of 'lifelong ambassadors', they will be more than happy to shout about your brand to everybody meet.

But, here's the catch, in order for your brand, to be and forever more be 'authentic', it can only ever appeal to the 'chosen few' (i.e. those who happen to truly believe and resonate to it).

And trust me, these few, will be worth more, than the millions and billions out there.

Stay tuned for Part 3, guys. Coming at you next week!

P.S. I'm also looking for a co-host to possibly do LinkedIn Live events with me. Do drop me a direct message, if this sounds like your cup of tea!