When the University of Aberdeen took to refining their brand positioning statement, they soon recognised the gaps in their knowledge. What were the current perceptions of their target audience? Had their unique selling points and differentiators changed? Without real insight — any brand development would be baseless and instead of forging them forward, would keep them at a standstill. It was time to re-evaluate who they were and what they stood for.
What we did
We conducted qualitative and quantitative market insights to understand perceptions amongst a diverse range of stakeholders. Through this, we identified and solidified what the university is known for and what makes it stand out, giving us the foundations to explore how well the current brand represents UoA’s values, and how well it connects with UoA’s audience.
What happened next
Our research and findings provided UoA with the data-driven intel they needed to develop a brand positioning statement that stayed true to their purpose but felt relevant and robust for the audience of today; ultimately consolidating their place in the sector and improving their global perception.
“The University of Aberdeen worked with The Brand Education to gain insight into current perceptions of the University with our diverse audiences, to understand how this compares with our strategic aspirations, as well as potential areas of distinction ahead of a rebrand. The Brand Education’s collaborative and highly insightful approach meant we were able to get the results we needed and, despite the fast turnaround, they did not cut corners – providing a deep-dive approach to research through expert, qualitative interviews and focus groups, alongside quantitative surveys. Their acute understanding of both external Higher Education audiences and internal stakeholder networks provided us with reports that got great traction, buy-in and understanding internally, while giving us the market awareness we needed to stand out externally. With their creativity, flexibility, great communication and unique set of expertise that is sector specific, The Brand Education are a real pleasure to work with and I would recommend them to other Universities in a heartbeat!”
Fiona Morrison, Head of Marketing and Brand Development, University of Aberdeen