SIUE Cougar Athletics Branding Presentation 5 20-10

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SIUE Cougar Athletics Branding Presentation 5 20-10

  1. 1. Brand ManagementBuilding Relationships; Earning and Protecting the Trust Between You and Your Publics<br />
  2. 2. Reputation Management is…<br />Building authentictrust between your organization and the people that matter most to you.<br />
  3. 3. Value of Reputation<br />
  4. 4. Today’s Relationship Drivers<br />Satisfaction with experiences<br />Consistency<br />Trust<br />Commitment (personal)<br />Transparency (honesty)<br />Sources: Terry Flynn, Ph.D., McMaster University, DeGroote School of Business<br /> David Armano, darmano.typepad.com<br />
  5. 5. What is a Brand?<br /><ul><li>The emotional and psychological relationship you have with your customers
  6. 6. Strong brands elicit thoughts, emotions, and sometimes physiological responses from customers</li></li></ul><li>
  7. 7. Benefits of a Brand<br /><ul><li>Externally: an identity that resonates with customers
  8. 8. Internally: serves as an internal compass of focus</li></li></ul><li>The Link Between Brand and Reputation<br />Brand Promise<br />Defines the experience your customers should have with you<br />Aligns your business operations with the customer’s experience<br />Defines and protects your reputation<br />Reputation = Current perceptions of an organization<br />A variable based on experiences, news, events, actions<br />
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  10. 10. <ul><li>A Convenience Store with a Commitment to Quality. 
  11. 11. A Convenience Store with a Commitment to Do Things Right. 
  12. 12. Quality In Our Convenience Store Employees.
  13. 13. Quality In Everything We Do. We Guarantee It. </li></li></ul><li>Reputation Management<br />Reliable, Predictable Experience<br />When the experience doesn’t match the promise, reputation declines<br />Reputation<br />Index<br />Unreliable, Unpredictable Experience<br />Source: Standing Partnership<br />
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  15. 15. www.brandtags.net<br />
  16. 16. Communicating in the 21st Century<br />Considerations:<br />A competitive, global marketplace<br />24/7 media environment<br />Consumer-centric<br />Expectation of governance/responsibility<br />Challenges:<br />Providing context, perspective<br />Demonstrating our competitive advantage<br />Consistent message and experience<br />
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  18. 18. Brand Position<br />SIUE is a respected state university that offers students an individualized, diverse, and comprehensive education and lifestyle, along with a liberal education through an affordable opportunity. Through personal relationships with educational leaders, exceptional access to resources and programs and a campus environment of unrivaled natural beauty, SIUE strives to provide every student with an excellent education – one that inspires and motivates individual excellence and positions them to excel in the global marketplace.<br />
  19. 19. Brand Promise<br /> = excellence <br />Energy of academic challenge<br />Excitement of NCAA Division I sports<br />Empowering environment<br />Experience of life on campus<br />Exploring career options…<br />
  20. 20. Face and Voice<br />Face – A mentor who sets the standards for excellence not just through words, but by example. He is a leader in the very best sense of the word - recognized and respected by those who are inspired by his confidence, perspective and actions. He lives in and appreciates the opportunities of the present, while also looking optimistically toward a brighter future. Like the faculty mentors at SIUE, this brand encourages, energizes and enlightens. And we are better for the experience. <br />
  21. 21. Face and Voice<br />Voice – This brand doesn’t just speak to us; it engages and motivates us. There is the reassurance of intelligence and encouragement here – this is a voice with something to teach us. It’s a voice that makes us want to learn and improve. A voice that gives us the confidence to feel that we can do that, and more.<br />
  22. 22. Brand Mark<br />The symbol of SIUE’s quest for, and commitment to, excellence. The more the brand mark and tagline are used in conjunction, the stronger the connection to “excellence” will become. <br />Connected to the SIUE name,links SIUE to the SIU system; also maintains its own identity, just as the University is making its own mark. <br />
  23. 23. Brand Mark<br />When to use this? <br />In correspondence, refer to the university as SIUE, in all caps, without the red logo.<br />In the absence of a logo, refer to the university as SIUE, in all caps, without the red letter “e”.<br />
  24. 24. Brand Qualities: Lower Case <br />Approachable – SIUE is not a pretentious place. Here, educators don’t just instruct students; they mentor them. <br />Emerging – At SIUE, the college experience is dynamic and youthful. <br />Progressive – To continue to provide an excellent education, we constantly seek better ways to help students learn. <br />Edgy – At SIUE we challenge paradigms, to provide students with an education that exceeds expectations.<br />Bold – We have the confidence and conviction to know who we care and what we want to accomplish.<br />
  25. 25. Brand Qualities: Red<br />Vibrant – SIUE is actively improving to meet the needs of students and the community.<br />Energetic – Like our students, we believe that education is not a passive experience, but an active pursuit.<br />Passionate – We are not merely interested in the pursuit of learning, we are dedicated to it.<br />Powerful – Like our students, we fully appreciate the power of a quality college education. <br />Confident – We not only set the standards; we live by them. And we expect nothing less from our students. <br />
  26. 26. Brand Qualities: Athletic Marks<br />Growing – The SIUE Cougar logo has the attitude of a winner. This is a program ready to claim a place in NCAA Division I athletics. <br />Progressive – The SIUE Cougar logo embodies an edgy, contemporary feel.<br />Optimistic – The Cougar logo is looking forward, anticipating the next victory. <br />Vibrant – The bold lines of the Cougar logo convey the confidence of a winner. <br />
  27. 27. Brand Qualities: Athletic Marks<br />Energetic – Like the ever-advancing SIUE athletics program, there is an inherent sense of forward motion in this logo. This is not a lazy “fat cat,” but a predator on the prowl.<br />Passionate – The Cougar logo reflects the energy of the SIUE athletes and supporters who make our program shine. <br />Powerful – SIUE athletes are more than contenders. They are winners. The SIUE Cougar logo embodies this winning spirit, in a symbol with unmistakable power. <br />
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  32. 32. Evolving the Brand<br />Coming soon:<br />More secondary marks<br />Vertical version<br />Secondary athletic font<br />Fresh merchandise<br />
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  34. 34. Value of Reputation<br />
  35. 35. Reputation Management<br />Turning relationships into results<br />Customer loyalty<br />Recruiting/retention<br />Increased funding/donations<br />Potential premium pricing<br />Protection against crisis<br />Empowering brand ambassadors<br />
  36. 36. How Can We Help?<br />Elizabeth Keserauskis<br />ekesera@siue.edu<br />linkedin.com/in/bethkeserauskis<br />@bethkeserauskis<br />SlideShare.net/bethkeserauskis<br />

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