A brand position platform is a short baseline summary of who we are and what we hope to communicate that differentiates Catholic schools from other school choices. The primary purpose of the brand position platform is to effectively communicate the essence of Catholic schools in an accurate, concise and consistent method. A brand position platform serves to guide internal and external communications and marketing efforts.
The name “Archdiocese of Denver Catholic Schools” is our brand. When our constituents hear or see the name, Archdiocese of Denver Catholic Schools, a set of associations come to mind. We want everyone, from parents to students, principals to teachers, pastors to donors, and others to think of a similar set of associations when they hear or see the words Archdiocese of Denver Catholic Schools.
The brand position platform for Archdiocese of Denver Catholic Schools is “investing in our future.” A narrative version of the brand position platform is intended to guide all written communication. Whether in letters, brochures, advertisements or websites, it provides a framework for telling the story of the Archdiocese of Denver Catholic Schools.
A short summary version of the brand position platform, often referred to as an “elevator speech” is intended to guide all verbal communication about Catholic schools. It can be used during conversations and dialogs about Catholic schools. For example, when a family asks, “Can you tell me about Catholic schools?” you can respond accordingly.
Short summary version
A graphic version of the brand position platform is intended to illustrate the platform’s components. It can serve as a working document that directs all forms of communications.
|Graphic version – as of August 2012
(brand graphic PDF file)