The rapid development of technology makes it a challenge for all circles. Living in today’s era, branding has become an important thing. In order to create branding in the current digital era, 3 Digital PR Telkom University Lecturers carried out Community Service on Wednesday (23/3). The three Digital PR Lecturers who became the speaker team, namely Martha Tri Lestari S.Sos., MM., Lusy Mukhlisiana, S.Sos., M.I.Kom. and Dr. Sri Dewi Setiawati, M.Sc.
This community service with SMK Telkom 2 Medan was conducted online via a zoom meeting and discussed the theme, namely ‘Branding Development, Differentiation and Positioning of Educational Institutions.’ The three presenters divided this theme into three materials: Reinventing Strategy, Positioning and Differentiation of Educational Institutions in Society 5.0; Educational Institution Branding, Is It Important?; and Success with Branding.
Living in an all-digital era is a challenge for all people. In her presentation, Martha Tri Lestari revealed Reinventing Strategy, Positioning, and Differentiation of Educational Institutions in Society 5.0. In determining the Positioning and Differentiation strategy, a significant role for digital media is needed. Therefore we need a digital native who continuously adapts to the situation.
“However, from my point of view, the shift from conventional media to digital media convergence does not have to change 100%. There is still touch or human touching, in my opinion. Because everything that is digital-related is all artificial, too, I strongly agree with the move to the era of media convergence. Although maybe the percentage is now more digital than conventional,” said Martha.
Then in the presentation of the material, Lusy Mukhlisiana stated that the importance of branding for educational institutions is because, in today’s world, educational institutions face various challenges. A branding strategy is needed to communicate the unique program that distinguishes it from similar schools in facing these challenges.
“Why is it important for educational institutions to do branding? Because in today’s world, educational institutions are facing various challenges. These challenges are high competitors, many educational institution service offerings, and the increasing demands of customers or students mainly on quality and cost, advances in communication, information and computer technology and graduate output,” said Lucy.
During the third speaker session, Dewi revealed that branding could attract market attention, but not in a short time. Branding takes a long time and requires consistency from individuals who run the branding strategy. Furthermore, do not forget that we must be able to shape consumer perceptions according to the purpose of branding.
“Brands are just perceptions, and perceptions will conform to reality over time,” said Dewi.