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A Brand to Be Proud Of
05/08/09
The Duck Store: Just mention the name and the trademark letter "O" comes to mind. That's branding at its best.
Most college stores can only hope to have that type of name recognition. But with a little bit of effort, almost any store just might be able to reach that level.
In the CAMEX 2009 educational session (Brand) New Thinking for Your College Store, members of the NACS Marketing and Branding Committee offered suggestions on how stores can create a compelling brand.
The first step in the process is finding out who controls your brand symbols. Is school administration approval needed for design creation or modification, changes to a mascot or logo, typeface and design, in addition to color and size? Larger stores likely have public relations or marketing departments on campus to contact before even thinking about entering into a design phase.
At many schools, there are resources that can be used on campus for free or for a minimal charge. These resources could cost thousands of dollars if they were contracted to off-campus professionals.
"You can find the most interesting resources in unusual places on campus," said Kathleen Grace, CCR, director, Swarthmore College Bookstore, Swarthmore, PA.
Grace's small store, however, has an advantage over larger campuses.
"We all tend to know each other, so it's easier to approach someone," she said.
The next step in the branding process is to use tools and resources to determine how customers perceive the store. This can be accomplished through one-on-one interviews, surveys, and focus groups. One resource stores can access is the Campus Relations Toolkit provided by NACS. It can be found at http://www.nacs.org/members/secure/marketingtools/. There's also the option of hiring a third-party interviewing and survey distribution agency. No matter which way you approach the task, be sure to include faculty, students, and staff, but also noncampus contacts, such as community members and online shoppers.
The third step in branding development will be to use campus resources to support and promote the campaign. Those resources can be students, the local chamber of commerce, alumni, and student groups. But the first and most important group to get information from is the college store staff.
"If your employees don't buy into it, it will fail," said Marcia Firsick, marketing manager, UConn Co-op, University of Connecticut, Storrs.
Firsick offered an example of staff buyin to a promotional idea. She handed out coupons to the entire staff, including loading dock people, and asked them to pass the coupons on to their friends. The names of staff were put on the back of the coupons and the employee with the most coupons returned to the store received an iPod Touch.
"That created an inclusive environment, not exclusive," Firsick said.
George Masforroll, director, Broward College Bookstores, Davie, FL, said he creates a fun environment in his stores, but keeps the brand constant by allowing his staff to choose the style and color of shirt they wish to wear, as long as the brand is on the garment.
"It creates buy-in," he said.
It's also vital to listen to the staff, even if you have to allow anonymous suggestions. The overall goal is to draw ideas and suggestions from campus experts and stakeholders.
Once a brand has been established, embrace it and live it.
"People remember what their last experience was in the store," Grace said. "If it's not good, they'll remember that even if the person who created the experience is gone."
A branding example making its way into many stores, mainly because of student groups, is being environmentally conscious. But branding your store as green can be risky, especially if you don't take every measure in that regard. Students are especially cognizant when it comes to being green.
"If you're going to say it, you should mean it," Firsick said.
Every experience a customer has in relation to a store leaves an impression about the brand you are trying to create. Good branding will involve heart, soul, character, and legacy.
—Dan Pender
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