- eCampus News lays out three strategies to promote a successful branding campaign; digital archives and delivery systems are key for schools that want to expanding quality branding in recruitment, retention and community outreach.
- Building strong visual identity begins with feedback and support from campus stakeholders, and must be enforced with firm rules on presentation and usage.
- Making logos and marks accessible is critical to a successful branding campaign. Maintaining updated photo repositories and breaking down bureaucracy in securing these tools encourages institutional buy-in and support for branding guidelines.
Technology is an incredible asset in building and protecting institutional brand identity, but more important is the effort to make students, faculty and alumni brand ambassadors. Achieving this goal takes a comprehensive effort to integrate social media and on-campus engagement with new or re-done brands to make them come alive in active marketplaces.
If the goal is recruitment, the idea is to show current students excited about and living the experience the brand is designed to communicate. If the goal is community engagement, the idea is to show the presence of the brand in initiatives that improve lives.
Branding imagery only works to serve as a reminder of institutional value. Without stakeholders, rituals and stories of branding in action, no design will meet its full potential.