p ositiv e
f uz z y d i s t i nc t
is i t rele vant and Me aningful ?
Faculty Current Students
Set The Local
the Br and pl atfor M
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 Br and pl atfor M
> Consistently reinforces relevant and
distinctive benefits – the essence of
why people choose us.
> Represents our attitude and how we act
– the essence of what we’re all about.
does this sound faMiliar ?
“Budgets are tight.
Everyone needs a raise.
We need new biology labs.
So, why are we wasting
money on branding?”
“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 arguMent s
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.
1. e xecu tive support
Visible endorsement and
budget commitment essential.
> Everyone on campus needs to
understand that branding is a priority.
2. gather Broad inpu t
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.
char le s k e t t er ing
4. centr alize control
Equity & Affirmative Action
Emergency Preparedness &
Response Special Alumni Relations
Project Research/Support Assistant to the
UW System Multicultural/ Advancement
Director, Public News Bureau
Affairs Photography Services
Assessment Sports Information
Grants & Research Provost & Vice Vice Controller (Accounts
Institutional Research Chancellor, Chancellor, Receivable, Cashier)
Interdisciplinary Studies Academic Administration
Affairs and Finance
Academic Success Center (Pre-
Major Advising, Disability St. Croix Institute for
Support, TRIO, Tutoring) Sustainable Community
ADA Compliance Assistant to the Associate Vice Associate Vice
Wisconsin in Scotland
Career Services & Internship Provost Chancellor, First-Year Experience Chancellor,
Enrollment Student Affairs
Honors Program Services
Representative to FASDB Budget
Associate Vice Bookstore Pre-College Programs
Chancellor, CHILD Center Residence Life
General Education Liaison Financial
Academic Assistance Conference/Dining Services Student Conduct
Affairs & Campus
Registrar FredNet Student Health & Counseling
Inter-institutional Articulations Director, Planner
Hunt/Knowles Rec. Complex Student Life Programming
Program Review Graduate
Multicultural Affairs University Center
Provost UW System Liaison Studies
Dean, College Dean, College Dean, College Dean, College Director, Director, Executive
of Agriculture, of Business of Education of Arts and Outreach Facilities Director,
Food and and Economics and Sciences Management Information
Environmental Professional Technology
Science Studies Services
Agricultural Economics Accounting & Counseling & School Art English Mathematics Continuing Education Building Maintenance Computer &
Finance Psychology Network Services
Agricultural Education Biology Ethnic Studies Modern Language Pigeon Lake Field Custodial Services
Computer Science Communicative Station ITS Administrative
Agricultural Engineering Biotechnology Film Studies Music Facilities Engineering
& Information Disorders Information
Technology Summer Session/J-
Systems Broad Field Social Geography & Physics Facilities Purchasing Systems
Heath & Human Term
Animal & Food Science Studies Mapping Sciences
Economics Performance Political Science Fleet Vehicles Telephone &
Plant & Earth Science Chemistry History & Philosophy Electronic Repair
Management & Social Work Psychology Center Grounds Maintenance
Marketing Communication International Studies Television Services
Teacher Education Sociology, Anthropology Heating Plant
Studies & Theatre
R.O.T.C. Journalism & Criminal Justice
Marketing Women’s Studies
5. score an e arly vic tory
Find an ally with a clear need.
> Create a pilot program.
> Document and share results.
6. create Br and aMBassador s
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. effec tive e xecu tion
Branding is a marathon.
> Provide updates; celebrate successes.
> Establish metrics: What
> Prioritize limited resources.
8. digital Marke ting
Take advantage of
> Search engine optimization
> Paid search, display and CPL
> Social and mobile media
> Email, blogs, etc.