You Need to Choose One Big Brand Identity, and Tell Your Recruits About It Consistently
They're searching for understanding and definition. You MUST be the one to help...
Yes, you have to tell your recruits about all the aspects of your college, campus, sports program, and what it’ll be like to live on your campus for four years. It’s important, and it’s one of the things we help our clients do consistently during the process.
But in the midst of all that important information, most coaches fail to define one key big brand identity for your recruits, and then emphasize it consistently throughout the process.
The result? Prospects understand what you have there, but sometimes don’t understand why it’s better to be there. A list of benefits is just that…a “list”. They need you to explain why that list is something that is going to mean a better experience on your campus, rather than your competitor’s campus.
The easiest way to do this is for you to define your brand by emphasizing one big idea to your prospect. Products and services we buy do that all the time. A new pharmaceutical drug has a long list of potential benefits, side effects and ingredients. But any commercial you see on television doesn’t emphasize those details - they go straight to the benefit that solves a health problem, and repeats that theme throughout the one minute commercial they show you. That’s an example of emphasizing that brand understanding to their audience, and why it’s so key in getting new users to try that solution.
So how do you decide what your ‘big brand identity’ should be? We’ll talk about it over the next few posts, and why it might need to cary from recruit to recruit.
In the meantime, here are the big questions you and your staff should be thinking about:
What is the one big idea about our program that we want to emphasize to our recruits?
Also important: How is that big idea different than what another coach might emphasize?
And most importantly, if it’s the same as another coach’s big brand identity, how are you going to prove it’s better at your program? And what would get them to care about what you’re telling them?
You are the one big influencer when it comes to their understanding of why they should choose your program, Coach. Establishing a brand identity - especially with all of the confusing messages being thrown at recruits during this challenging time - is vital.
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