Brand Strategy Development Services

The Vendor is required to provide a clear, aligned brand strategy that reflects who collage is, what it stands for, and how it should be communicated across priority audiences.
- The objective of this project is to develop a clear, actionable enterprise brand strategy that can be consistently applied across the institution and guide decision-making in academic, enrolment, and other business areas of the college.
- Services Required
•    A brand audit, including assessment of current brand performance, positioning, and alignment across channels and functions.
•    Research of perceptions among internal and external stakeholders, including students, staff, faculty, prospective students, alumni, employer and community partners, with a clearly defined research approach, including stakeholder prioritization, methodology, and level of engagement.
•    A competitive landscape analysis that looks at agency positioning and differentiation as it relates to our local competitive set and makes recommendations for what we should and should not be doing based on that competitive set.
•    Personas and audience insights should be actionable and directly inform brand positioning, messaging, and strategic decisions, with clear implications for application.
•    Clearly defined brand positioning, value proposition, and supporting messaging framework.
•    Direction that guides the competitive trade-offs associated with decision-making in the brand space: clarify where agency will focus and differentiate, articulate what the brand allows for and constrains, or inform decisions about areas of growth, focus, and prioritization.
•    Strategic recommendations for the evolution of agency brand, including positioning, differentiation, and future direction.
•    Implementation road map, with phased recommendations, prioritization, and considerations for internal adoption.
•    A documented brand strategy framework that can be used by internal teams.
•    Executive-level summary and presentation materials to support internal alignment and decision-making.
- The review report should clearly present:
•    Understanding of organizational strategy, values, and operations.
•    Quality and depth of insights and recommendations.
•    Clarity and strength of brand positioning and messaging.
•    Alignment with agency strategic priorities and institutional context.
•    Usability and applicability of deliverables for internal teams.
- Conduct consultation with college leadership (Board of Governors, Executive team, Deans, Directors, and senior marketing and communications roles) to develop and align on a refreshed positioning statement, brand attributes and archetype.
- Develop and execute a structured stakeholder engagement approach, including clearly defined participant groups, format (e.g., interviews, workshops), and facilitation plan.
- Develop a comprehensive enterprise brand strategy, including positioning, value proposition, and supporting messaging framework.
- Develop an internal and external rollout and adoption plan, recommendations for internal alignment and adoption across departments, and executive-ready materials to support launch and communication.
- Regular check-ins or touch points (e.g., bi-weekly meetings) should be included to support alignment and progress.