The university has embarked on an initiative to raise its profile and strengthen its ties with various audiences.
Our objectives are many:
To achieve these goals in a cluttered media environment, it is essential that we develop a distinct brand, and that we express it consistently, both in words and visuals.
This book is intended to help you be an eective brand champion while bringing optimal consistency to our communications. Specifically, it covers:
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A brand is often narrowly defined as the name and symbol that distinguish a product, service or organization. In modern use, however, the term has come to mean much more than the “brand name” and logo. For an enterprise such as a university, a brand encompasses an entire set of attributes that influence an audience’s perception of the organization. Just as the words and deeds of our administration, sta‚ and faculty impact the perception of the university, so do the visual imagery, language and tone of voice we use to communicate. Many marketers say that “a brand is a promise,” meaning that a brand creates an expectation of a positive experience on the part of the audience. That is why it is important to be consistent in the expression of our brand through images, words and our everyday interactions.