A clearly defined audience and distinctive brand strategy provided ACSI with ownable attributes they could use to communicate their value to schools and educators.
As we developed the framework for both the discovery sessions and brand assessment survey, we found it helpful to have a real name and face for ACSI’s main audience, heads of school. That person is Jesse. He leads an ACSI-member school in Richmond, Virginia. Like most heads-of-school, his to-do list is long and the demands on his time are many. The amount of communication he received from ACSI could be overwhelming and it was a challenge to filter the many messages. Our mantra as we sought to reduce and streamline ACIS’s external communication became: Remember Jesse.
The brand strategy, built on the foundation of ACSI’s vision and mission, contains several parts:
- Three ownable attributes emerged from the brand assessment: Christian, credible, and community. These distinctive elements of who ACSI is and what they offer became the core proposition—or essential themes—of the brand.
- Coming out of the idea of community is the brand’s point of entry, Stronger Together.
- The brand feel, proven expertise, describes what sets the brand apart and is reflected in both visuals and messaging.