Last week I read a great story about college admissions counselors in The Chronicle for Higher Education. As a former admissions person, the article was quite relevant to me. I recalled the days of driving down many busy and empty roads, staying in so many hotel rooms that I forgot what city I was in and meeting tons of prospective students and families.
The story also reminded me of experiences as a consultant working with school admissions personnel. I am often asked to assess how closely aligned the story admission people tell is with their school's mission, vision, values and goals. For those schools that have developed a brand platform, the alignment is usually tight. For those schools that have not developed a brand platform, and rely on their admissions personnel to interpret and apply the mission, vision, values and goals on their own, there is usually a huge gap.
Does your organization provide a resource like a brand platform to help guide the communications and behavior of your marketing and sales team? Or do you allow your brand champions to come up with their own story about your organization?
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