This is not a brand

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Branding is a "squishy" word in higher ed that often gets conflated with identity or branding components. This presentation helps enunciate what brand is, shows examples of how Mt. Holyoke and other institutions support their brand in key areas on the web, and provides some testing examples to help you measure how well your creative work is delivering the messages you want your audiences to understand. Presented at HigherEd Web 2009 by Doub Gapinski, mStoner, and Patricia Vndenberg, Mount Holyoke College.

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This is not a brand

  1. 1. This is not a brand. or Using the Web to Better Present Your Institutional Brand mStoner
  2. 2. Patricia Vandenberg Doug Gapinski Mount Holyoke College mStoner
  3. 3. Assumptions.
  4. 4. What a brand isn’t.
  5. 5. What a brand is.
  6. 6. The web has become the brand medium.
  7. 7. • authentic • experience-oriented • effective distribution • cost-effective over time • persistent • searchable • convenient
  8. 8. Answering your audiences’ questions with branding in mind
  9. 9. What’s it like to be at <your institution name here>? What can <your institution name here> do for me? What do other people think of <your institution name here>?
  10. 10. What’s it like to be at <your institution name here>?
  11. 11. • Excellent liberal arts • Unusually international and diverse • Connections for life • Legacy of Women leaders—believes women can and should make a difference in the world
  12. 12. What can <your institution name here> do for me?
  13. 13. • Do you have my major? • What is the quality of the academic program? • Can I get a job? • Can I afford it?
  14. 14. What do other people think of <your institution name here>?
  15. 15. Covering your brand in key areas on the web
  16. 16. clients.mstoner.com/hew
  17. 17. mStoner photo credit: psd on flickr

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