Michelle Baker gave a presentation on how to align individual goals with an organization's brand and vision. She discussed how a brand is defined by customers' perceptions and experiences. Baker explained that Ball State University's brand and vision are embodied in its "18 x '18" strategic initiative to transform students into leaders by 2018, the university's centennial year. Attendees learned how their departments and individual roles can impact customers and contribute to this vision. They created action plans to identify how to better support the initiative and ambassador the Ball State brand through their work.

1. Michelle Baker
phase(two)learning
Brand
ambassador:
Living
Ball State’s
values
Every Day

2. Welcome!
Tell us about yourself!
• Your name
• Your role
• Something you’re hoping to get from
today’s session

3. Welcome!
Hi, I’m Michelle!
Learning Strategist, phase(two)learning
Manager, Talent Development, FORUM Credit Union
Let’s connect!
LinkedIn
linkedin.com/in/mbaker826
Twitter
@MichelleLBaker
Blog
phasetwolearning.wordpress.com
Email
phasetwolearning@gmail.com

4. Today’s Agenda
• Welcome, introductions, session overview
• What’s in a Brand?
• What does Ball State stand for?
• Aligning with Ball State’s vision and values
• Final Thoughts, Tools & Resources

5. What’s in a Brand?

6. What characteristics do these brands all share?
What sets them apart from their competitors?

7. “Brand” vs. “Branding”
Brand, defined:
“A name, term, design, symbol, or any other feature that
identifies one seller’s good or service as distinct from those
of other sellers. The legal term for brand is trademark. A
brand may identify one item, a family of items, or all items of
that seller. If used for the firm as a whole, the preferred term
is trade name.” (source: American Marketing Association)
Branding, defined:
“The art of aligning what you want people to think about your
company with what people actually do think about your
company. And vice-versa.” (source: The Now Revolution, Jay Baer and Amber Naslund)

8. Whatdoes Ball State Standfor?

9. In your small group, discuss:
How is Ball State committed to its brand in
similar ways to the organizations we
discussed?
List your ideas on the chart – be prepared
to share!
Small Group Exercise
Time limit: 3 minutes

10. Ball State’s VisionVision Statement
“Ball State University aspires to be the most student-centered and
community-engaged of the 21st Century public research
universities transforming entrepreneurial learners into impactful
leaders committed to improving quality of life.”

11. The brand is played out in every
interaction people have with Ball
State—in a classroom, in
administrative offices, in a
publication, on a Ball State web
site, in the news media, on the
phone, anywhere.”
Ball State’s Brand
“Ball State University’s brand is determined by how
people feel about Ball State, their experiences with the
university, and their perceptions about the quality of the
academics, athletics, and administration.

12. What is the “18 x ‘18”
initiative?
• Ball State’s revised Strategic
Plan, the Centennial
Commitment
• A university-wide focus on
students, community and 21st
century ideals
• Roadmap for departments and
individuals
18 x ‘18

13. How to impact the Centennial Commitment
Organizational Vision
Branding Goals
Strategic Drivers
(18 x ’18)
Department Goals
You!

14. How do you (and your department) impact
the Centennial Commitment?
With your small group, use your handout to read and discuss
your assigned section.
Answer these questions:
• How does your department currently influence the “18 by ’18” initiative?
• How do you envision your department influencing the “18 by ‘18” initiative in the
future?
• How will your department impact the customer experience through this initiative?
• What will be the most challenging factors?
Small Group Discussion

15. Your Action Plan

16. Your Action Plan
Think about how you represent
the Ball State brand in your role:
Use your handout to create an action plan:
• How will you contribute to the “18 by ‘18” initiative?
• What areas do you need to learn more about?
• How can you be a Brand Ambassador in your
department?
Time limit: 5 minutes

17. Key Messages
• “Brand” and “Branding” are not
necessarily the same thing
• Ball State’s “brand” is made up
of how people feel about Ball
State, their experiences with the
university, and their perceptions
• Individual goals should align
with department strategies,
which should align with
organizational vision

18. Tools & Resources
Want to learn more about owning your
development or supporting employees in
their development?
• Helpful resources listed in your handout
• Today’s slides available for download on
Slideshare (slideshare.net/michellebaker)
Got questions? Need more info?
Email: phasetwolearning@gmail.com
Twitter: @MichelleLBaker

19. Any questions?