Brand Ambassador program

1. Certified Brand Ambassador Program Unit 101 HISTORY University Relations

2. Okay, so what is Branding? University Relations

3. Tech

4. Cal Tech

5. Georgia Tech

6. Virginia Tech

7. Louisiana Tech

8. West Virginia Tech

9. South Carolina Tech

10. BMW • Microsoft • IBM • GE • Tiffany’s • Wal-mart • Sal’s Pizza • Etc.

11. When people hear our name, what do they think? What are your thoughts? University Relations

12. Business card images

14. what is a brand? Your brand is the idea … Your brand is the idea … that you want to own … in the hearts and minds of important audiences Bob Brock, Educational Marketing Group

15. What is a Brand? “A brand is how you are really perceived. It’s tied to your reputation so, when someone sees or hears your name, it evokes an image.” -- VP Marketing, Council for Advancement and Support of Education (CASE)

16. Rules of Positioning • Mindshare governs market share • Positioning is overt • Positioning is heavily dependent on perceptions • Positioning is competitive and comparative • Don’t confront an entrenched competitor. • Dr. Robert A. Sevier, STAMATS

17. Integrated Brand Marketing The process of creating a unique, compelling institutional identity and communicating that brand through all available media to: Improve audience awareness Shape audience attitudes Motivate the desired action

18. For whom do we brand? • Internal (consistency/efficiency) • Student prospects • Opinion leaders • Alumni • Donors • General public • Stakeholders

19. VT branding development history

20. Brand Promise Brand Drivers Positioning Statement brand platform • An enduring brand identity has four essential qualities: • Reflects a position of intrinsic importance to audiences • Virginia Tech is uniquely equipped to deliver it • Differentiates Virginia Tech • Is timeless so that it remains relevant over many years

21. positioning statement • Internal strategy document defining position you want to hold in marketplace • How you want audiences to think about you • Aspirational

22. VT positioning statement Virginia Tech is a high-performing research university with a world-view that advances the land-grant values of discovery, learning, and outreach. We serve and engage the citizens of the Commonwealth of Virginia, the nation, and the world. We attract motivated high-achieving students, staff, and faculty who excel in an academically energized, technologically creative, and culturally inclusive learning community. Our bold spirit, climate of innovation and service, open boundaries of study and research, and entrepreneurial approach positively transform lives and communities.

23. brand promise • What you promise to deliver to all your audiences • Distills the brand into a short, memorable phrase • Captures the essence of the brand identity

24. brand promise = Quality, Innovation, Results

25. brand drivers • Major features that enable VT to deliver its promise • Same across all audiences, all colleges and departments, all media platforms • Foundation for consistent key messages

26. brand drivers • Nationally and internationally recognized faculty experts • Groundbreaking research and eminent scholarship • Challenging academic standards • Technological leadership • Service to community and society These drive story selection, tone, and message.

27. Brand Promise Brand Drivers Attribute Attribute Attribute Attribute Key Messages Features Benefits Features Benefits Features Benefits Features Benefits Features Benefits Proof Points Data points, examples Data points, examples Data points, examples Data points, examples Data points, examples Data points, examples Positioning Statement

28. brand drivers appear in . . . • Key messages • Talking points • Content outline • Speech outline • Events themes • Web spotlights • Guide or focus for story selection and slant

29. creative strategy

30. audience insights – focus groups • Academically high to very high performing • Sensitive to reputation and prestige • Motivated by quality of the learning experience • Inspired by personal engagement and involvement • Self-image as motivated individuals within diverse community of high performers • Mix of highly focused students and those who want to explore different areas of study

31. audience insights – focus groups • Academically high to very high performing • Sensitive to reputation and prestige • Motivated by quality of the learning experience • Inspired by personal engagement and involvement • Self-image as motivated individuals within diverse community of high performers • Mix of highly focused students and those who want to explore different areas of study

32. brand personality • Innovative – ahead-of-the-curve, risk-takers who solve future challenges • Honest – strong integrity, self-assured, never boastful • Energized – spirited, bold • Intelligent – smart, thoughtful, insightful, concise • High-performing – experienced, determined, exceptional technical skill • Results-driven – get things done, solution oriented

33. creative strategy • Bold typography as design element • Branded images that show duality – thoughtful portrait blended with hands-on “doing” • Support images that illustrate breadth of opportunity and involved, engaged community • Fresh color palette that reflects forward-looking approach • Flexible design grid organizes information by type – descriptive, factual, outcomes – to reflect innovative, results-driven organization

34. messaging strategy • Brand drivers are building blocks for key messages • Drivers are expressed through images and design as well as headlines and copy • Drivers stay the same across all audiences and units, but proof points and outcomes change with context

35. from driver to key message • Virginia Tech faculty members are – literally – known around the world, which means that you’re learning from the very best. A Tech degree will open a lot of doors for you. • Proof point: e.g. international award, shown with students

36. from driver to key message • No question, Virginia Tech programs are academically demanding. That means they attract the best and the brightest faculty and students, which plays a huge role in the economic development of our state. • Proof point: e.g. In-state start-up by VT graduate, shown with political power player

37. from driver to key message • The idea that we all need to give something back – to our neighborhoods, our communities, our nation – is woven into every piece of the Virginia Tech fabric, from the minute you step on campus. We all benefit from that kind of sense of responsibility for one another. • Proof point: Story on student volunteerism, shown in action photo of involved students

38. Branding Elements

39. Our Brand In other words, it’s not how YOU see Virginia Tech . . . It’s how THEY see Virginia Tech.

40. The Brand Platform • Position statement • Brand promise • Brand drivers • Tagline

41. Strategic Tagline • What is it? An intriguing shorthand of your message that exudes your personality and triggers those all important perceptions • How is it used? As a closer on your publications and media to reinforce the brand and give depth to messages • When is it used? As part of the institutional signature on publications, advertising, promotional materials, etc.

42. Strategic Tagline Invent the Future ®

43. Differentiation is the Key to a Good Brand

44. Part 2Implementation

45. Imagery Branded Photography

46. VIEWBOOK The Brand Inspiration Piece

48. Faculty Who Excel • Safer Drinking Water: “Professor highlights failing U.S. water infrastructure in national press briefing.” (1/29/09)

49. High Achieving Students • Saving Wildlife: “. . .increase understanding of the lives and habitats of the wild creatures and how humankind is influencing them.” 2-16-09

50. Transform lives and communities • Better emissions for the world: “University shows the world how to burn cleaner coal and reduce emissions” (11/3/08)