Katie Bell, Deputy Vice-Chancellor, Chief Marketing Officer at Middlesex University shows how to bring a university brand to life.

1. Katie Bell
Deputy Vice-Chancellor, Chief Marketing Officer,
Middlesex University
Middlesex University
The brand.
Brought to life.
Middlesex University Brand | 1

2. © Middlesex University
Outline.
Developing the University brand
Bringing the brand to life
Applying the brand in the digital space
Taking the brand into online marketing

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Developing the
Middlesex University
brand
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Middlesex University: a “post 92”
Former Polytechnic
Very “supportive” University
Strong widening participation bias
Very international
Easy to get into

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Brand reposition: compete on quality
A University of
heritage, legacy
and quality
A ‘post 92’

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The ‘essence’ of what Middlesex University is about
has been synthesised into a ‘brand’ via
Research, workshops and conversations amongst
— Staff
— Students
— Stakeholders
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Core brand thought:
Ambitious
Adjective:
A strong desire for success, achievement and distinction

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tone of voice
that speaks with confidence, honesty,
integrity and realism.
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Building up the brand:

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Building up the brand
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personality is:

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3 core brand pillars
Creative
Enterprising
Global

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Brand Pyramid
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Ambitious
Global
Creative
Enterprising
Engaging; Open; Grounded
Confident; Determined, Authoritative;

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Middlesex
University brand
in application
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The ’brand’ experience needs to look andThe ’brand’ experience needs to look and
feel engaging: online and offline!feel engaging: online and offline!
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We have introduced a dynamic angle to build our
communication platform…
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We use graphics to create an energy…
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…and imagery that is dynamic and human

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The brand in the
digital space
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18. Challenge: to develop a sector-leading,
state-of-the-art website, strengthening
Middlesex University’s brand
Solution: to build a website centred on
user needs and requirements,
showcasing Middlesex University
strengths
Developing the online brand:
Managing complex priorities

20. Before and after: home page

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Our new website — Home page
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Taking the brand through to the website: staff profiles
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Digital marketing.
Taking the brand
out there…
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Generic advertising execution –

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Art & Design

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Business

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Biomedical Science

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Computing

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Performing Arts

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