What a Brand is

and is not

dan WoychickWoychick design

chris rahillMagnet Marketing

a Brand is not

a Brand is not

a coMModit y

a Brand is not

a tactic

a Brand is

Compelling Distinct Believable Enduring

a Brand is

A trusted relationship An emotional connection A promise of value

fulfilled over and over

a Brand is

a Brand is

an idea

is there a gapbetween how you see yourself

and how others see you?

positioning

positioning

positive

negative

fuzzy distinct

your iMage

Alumni

Employers

Faculty

Prospects

Staff

Parents

Donors High Schools

The Competitive

Set The Local Community

Current Students

Brand Promise

is it relevant and Meaningful?

the Brand platforM

Captures the most meaningful and compelling truth(s) about the school.

Is the foundation from which the brand comes to life.

Consists of a brand promise and a brand personality.

the Brand platforM

Brand promise> Consistently reinforces relevant and

distinctive benefits – the essence of why people choose us.

Brand personality> Represents our attitude and how we act

– the essence of what we’re all about.

the daily Bat tle

fighting the good fight

does this sound faMiliar?

“Budgets are tight. Everyone needs a raise. We need new biology labs.

So, why are we wasting money on branding?”

counterpoint

“A prospect is going to spend $100,000, and dozens of competitors want the business.

Will the prospect choose a school she’s never heard of? A school that isn’t sure what they stand for?”

five good arguMents

Relative to the cost, we’ve made little effort to tell our story.

The value of a degree is no longer assumed.

On paper, we’re identical to dozens of schools.

Competition will only get tougher.

Strong branding reinforces a common vision that everyone can rally around.

navigating

Brand success

1. executive support

Visible endorsement and budget commitment essential.> Everyone on campus needs to

understand that branding is a priority.

2. gather Broad input

Process matters as much as product.> Success depends on internal adoption.

> People in higher ed like research.

> Include major stakeholders.

3. focused decision Making

Include the right people at the right time.> Be specific about what type

of feedback you seek.

if you want to kill any idea in the world, get a committee working on it. charles ket tering

4. centralize control

Athletics

Equity & Affirmative Action

Alumni Relations

Foundation

Civic Engagement

Emergency Preparedness &Response

Project Research/Support

UW System Multicultural/Disadvantaged Coordinator

Assessment

Global Connections

Grants & Research

Institutional Research

Interdisciplinary Studies

Library

Academic Success Center (Pre-Major Advising, DisabilitySupport, TRIO, Tutoring)

ADA Compliance

Career Services & InternshipCoordination

Honors Program

Representative to FASDB

Legislative Affairs

News Bureau

Photography Services

Sports Information

Admissions

FinancialAssistance

Registrar

First-Year Experience

Controller (AccountsPayable, AccountsReceivable, Cashier)

Human Resources

Public Safety

Publications

Purchasing

St. Croix Institute forSustainable CommunityDevelopment

Wisconsin in Scotland

Bookstore

CHILD Center

Conference/Dining Services

FredNet

Hunt/Knowles Rec. Complex

Multicultural Affairs

Counseling & SchoolPsychology

CommunicativeDisorders

Heath & HumanPerformance

Social Work

Teacher Education

Accounting &Finance

Computer Science& InformationSystems

Economics

Management &Marketing

R.O.T.C.

Agricultural Economics

Agricultural Education

Agricultural EngineeringTechnology

Animal & Food Science

Plant & Earth Science

Art

Biology

Biotechnology

Broad Field SocialStudies

Chemistry

CommunicationStudies & TheatreArts

English

Ethnic Studies

Film Studies

Geography &Mapping Sciences

History & Philosophy

International Studies

Journalism

MarketingCommunications

Mathematics

Modern Language

Music

Physics

Political Science

Psychology

Sociology, Anthropology& Criminal Justice

Women’s Studies

Continuing Education

Pigeon Lake FieldStation

Summer Session/J-Term

Survey ResearchCenter

Computer &Network Services

ITS AdministrativeInformationSystems

Telephone &Electronic Repair

Television Services

Building Maintenance

Custodial Services

Facilities Engineering

Facilities Purchasing

Fleet Vehicles

Grounds Maintenance

Heating Plant

General Education Liaison

Graduate Studies

Inter-institutional Articulations

Program Review

Provost UW System Liaison

Associate ViceChancellor,AcademicAffairs &Director,GraduateStudies

Dean, Collegeof Agriculture,

Food andEnvironmental

Science

Assistant to theProvost

Dean, Collegeof Business

and Economics

Dean, Collegeof Education

andProfessional

Studies

Dean, Collegeof Arts andSciences

Director,Outreach

Associate ViceChancellor,EnrollmentServices

Associate ViceChancellor,

Student Affairs

Pre-College Programs

Residence Life

Student Conduct

Student Health & Counseling

Student Life Programming

University Center

Provost & ViceChancellor,Academic

Affairs

Chancellor

SpecialAssistant to the

Chancellor

ExecutiveDirector,

Advancement

Director, PublicAffairs

Director,Facilities

Management

ExecutiveDirector,

InformationTechnology

Services

ViceChancellor,

Administrationand Finance

BudgetDirector

CampusPlanner

5. score an early victory

Find an ally with a clear need.> Create a pilot program.

> Document and share results.

6. create Brand aMBassadors

6. create Brand aMBassadors

Every interaction is a brand touch point.> Everyone has a role to play.

> Staff and faculty deliver on the brand promise every day.

> Alumni and students will share their experience. What story will they tell?

7. effective execution

Branding is a marathon.> Provide updates; celebrate successes.

Guide expectations.> Establish metrics: What

constitutes success?> Prioritize limited resources.

8. digital Marketing

Take advantage of new media.> Search engine optimization> Paid search, display and CPL> Social and mobile media> Email, blogs, etc.

good luck!

Questions?

dan Woychickwoychickdesign.com

twitter: woychick

chris rahillmagnet-force.com

763-529-9114