CASE D1 2011: Achieving (Compelling) Visual Coherence

Sametz Blackstone Associates

CASE District IJanuary 2011

Achieving (compelling) visual brand coherence

Building your brand mosaic to increase awareness, comprehension, participation, advocacy, and support

Margaret AndrewsRoger Sametz

Who’s up frontShared challengesMosaic brandingGetting thereSystem componentsPulling it all together

Shared challenges

Attract and retain the beststudents, faculty, staff

Engage alumni

Bolster philanthropy

Be seen, heard, and remembered

Connect with diverse constituencies

Compete with multiple allegiances

Get credit

Do more with less

So now what?

Key to meeting these challenges…

But what does that really mean…today?

14© Sametz Blackstone Associates

BRAND≠

LOGO(And never did)

BRAND≠

CORP I.D.(It’s wider and deeper)

BRAND>

CAMPAIGN(They sit under and reinforce)

BRANDisn’t owned by

YOU(And never was)

(Your)

It’s a mosaic

Your brand….—what you stand for, promise, experiences you deliver—your value and values—your position in the competitive environment….

Shaped by what you can control:—primary identifiers (name/s, logos / logotypes)—main messages—communications you make / take part in—offerings—personality and behavior!

And by what you can’t control:—conversations others are having—media coverage—history

Your brand mosaic

Communicating in academia…

Public Relations

Development AdmissionsAlumni

RelationsProvost President

InstitutionT

Shared, flexible, teachable visual system Glue

—enable decentralized creation / stewardship;—connect communications across media;— increase efficiency;—provide “portability”

What’s needed

Success

Tactical communications—by program, function, audience, initiative

…When communications reinforce each other through shared verbal and visual approaches

PromisesExpectationsPositionAttributesPersonality

Yourorganization

Advocates Supporters

Success

Vision / Mission

Marketing Development

When constituents…

Share your vision, Are involved in relationships with you, Use your visual / verbal cues in their communications, Want to be part of your special culture, Define (in part) their personal brands through

identification with your institutional brand.

Success

So… how to get there?

Building or renewing

your brand

A brand roadmap

Action

Research

Messaging

Visual system

Teams+

knowledge

Brand foundation

Research

Qualitative

Quantitative

Outside

Inside

Who Leadership Staff Board Students

What Strategy Offerings Behavior Position Communications

Who Prospects Alumni Partners

What Competitive organizations

— Strategy— Offerings— Behavior— Communications

Audit (+ listening)

Distance

Group 2

Group 4

Group 3

Group 1

Connection to friends

Connection to School

Lifelong learning

Professional networking

Career building

What your constituents care about, will participate in, and value

ceRelevance and resonance

What your constituents care about, will participate in, and value

ceRelevance and resonance

Goal: insight to build on

Brand foundation

A brand foundation to build on

Positioning

Vision +mission

Focus areas

Brand strategy

Personality attributes

Category+ model

Branding strategies

Corporate /institutional focus

Product Endorsed Source Master

Product / offering focus

Four branding strategies

Harvard College—Admissions

Case study

Master brand within a university

Source

Endorsed branding

Without strategy…almost endorsed

Without strategy…almost product

Almost product…

Adventures in Music

MetroCitySymphony

Adventures in Music

MetroCitySymphony

Musical education for kids

MetroCitySymphony

See note on previous page, do we want to pull just afew examples through—San fran

Sloanbcaneuro?

Personality

See note on previous page, do we want to pull just afew examples through—San fran

Sloanbcaneuro?

Personality

Goal: clear, purposeful sense of identity + relationships

Configuring visual systems

Creating distinctive visual systems from open source elements

Choices+

Articulation+

Relationships

2D / 3DMovement

Primary identifiers /

taglines

Typography

Composition Color

Imagery

What you can own+focused approaches

Operationally, stuff doesn’t work. Brand expression was never right.

You’ve evolved (and your brand system hasn’t). Constituent and market expectations have evolved.

All of the above…plus need to reign in chaos.

You’ve new strategic directions. You’re transforming.

Brand new!

Why your visual system might need work

Retaining meaning, adding clarity and 21st century operability

Look closer, Dig deeper

Reining in chaos: multiple identifiers…

ASOASOASO

Reining in chaos: multiple identifiers…

New master identifier

Extending and including

Celebrating…and building more equity

Visual systems: components

Choices+

Articulation+

Relationships

2D / 3DMovement

taglines

Typography

Composition Color

Imagery

gg g© Sametz Blackstone Associates

Dynamic Friendly Conservative

Imagery

Composition

2D / 3D Movement

dynamicdynamic

dynamic

friendly

Conservative

conservat ive

Brand foundation

+messaging

San Francisco Symphony

Imagery

Typography2D / 3D

Movement

taglines

Composition

Configuring visual systems: core and dynamic elements

Brand foundation

+messaging

Harvard Medical School

Imagery

2D / 3DMovement Typography

Composition

taglines

Goal: coherence and flexibility

Action

Architecture for action

Goals +

outcomes

Resources

Constituents

Channels

Offerings

Behavior

Content

Architecture for action: moving people closer

Awareness Comprehension Participation Loyalty Support

Desired outcome for constituency X

Goals Messages VehiclesChannel

For un-engaged alumni, move to …

Participation

Stay in touch with eNews HTML EmailBuild database

Reconnect with friends, re-live a fun college weekend

PostcardPromote gathering

Support a critical cause SMS fundraisingRaise small donations

Rejoin our community FacebookBuild community mass

Reconnect with friends around topic that’s meaningful to you

Evite to local coffee gathering with connection to pre- and post- podcasts

Engender pride

Digital

Goals Messages VehiclesChannel

For a museum member, move to …

Support

Support the kids’ interaction center

Landing pageSolicit gift

Your gift benefits you and your community

Direct response mailerSolicit gift

You share when you care Facebook ‘like’Invite others to join

Join Museum Moms Mobile app with notices / benefits

Engender pride in special group

Connect in the way that matches your interests and passions!

Personal meetingSolicit gift

Digital

e-Newsletter

McGovern Institute web homepage

Goal: right content, channel, timing, cost

Building teams and knowledge

Engaging the organization––tools and training

Engaging the organization

Engaging the organization: extranet

Goal: internal engagement, ownership, and sustainability

Pulling it together

MIT Sloan School of Management

A visual system for a 21st century publicmedia powerhouse

Goals:—Continue to build a leadership position in an

increasingly fragmented media landscape;—Compete more effectively for audience, members,

sponsors, contributed income, and mindshare;—Grow diversified income streams;—Connect communicators internally; increase

efficiency;—Ensure that the organization gets credit for all it does!

Three related initiatives:—Strategic approach to brand relationships—New messaging platform—Updated visual brand identity system

Realizing the potential of brand-building communications

Where we started, samples from the logo-farm

Where we started, in membership and development print materials

Where started, in social media

Four Three branding strategies

Our national shows / initiativesWGBY

WCAIOur local shows

99.5 All Classical 2 44 89.7

Our “collections” All departments

All developmentAll membership

Tours, etc

A global brand about ideas––—A 21st century public media powerhouse.

Contemporary, innovative, bold––—Yet welcoming and approachable.

Experience driven––—Trusted guide to new worlds and ideas.

A brand with a mission––—Education in all its forms is central.

Community-focused––—Building geographic and interest-centered

connection. A partner for your passion––

—Whether news, classical music, science, kids…. Definitely worth supporting!

Attributes driving the new system 125

Brand foundation

+messaging

2D / 3DMovement

taglines

Imagery

Typography

Composition

Master branding giving societies, departments, initiatives, clubs

Master branding our areas of focus

Source branding “A” platforms

Typography

Approach to color: core palette

PMS 647 PMS 716 PMS 3135 PMS 368 COOL GRAY 5 COOL GRAY 9

Approach to color: colors drawn from imagery

Texture and logo-driven angle

Adding the color bar

Putting the elements together…

Sustaining member program

Omnipresent brand bug…WGBH 2

Development: giving society

Ralph Lowell Society brochure

140Members’ magazine

Brand-driven promotion

Annual report

Getting credit!

Connecting the dots across platforms

MIT Sloan School of Management

Volume and tone controls for coherence and flexibility

Increase visibility and comprehension

Correct lagging misperceptions

Overcome some real obstacles;

Stake out a unique position

Communicate / connect what students / alums value

Present an integrated portfolio

Engage “the big team”

Cultivate “brand ambassadors”

Big picture goals

Goal: energize a cycle of success

Students

Awareness & perception

AdmissionsEngagement

Student experience

Participation

Alumni relationshipsConviction & loyalty

PartnersDonors

PartnershipPhilanthropic cultivation

CollaborationGiving

Project successStewardship

Starting points: where’s MIT Sloan?

Where’s MIT Sloan?

Evolving web presence

Goal: build coherence

Resource development

Alumni relations

Recruiting

Career development

Student life

PhD Fellow

Exec E

Resourcedevelopment

Alumni relations

Recruiting

Careerdevelopment

Student life

PhD Fellow

Exec E

PhD Fellow

Exec E

Resourcedevelopment

Alumni relations

Recruiting

Careerdevelopment

Student life

Cross-campus working group

An inclusive process

Action

Research

Messaging

Visual system

Teams+

knowledge

Brand foundation

N=2,000 high GMAT scorers interested in 2 year residential MBA programSource: MIT Sloan

What prospective MBAs care about

Sources of information

The MBA program's website

Current MBA students

Published rankings

On-campus interviews

MBA program alumni

Campus visits

Business school faculty

The Internet (sites other than school website)

Admissions personnel

Guidebooks about business schools

Local presentations hosted by MBA program

Printed brochures from MBA program

Academic advisor

Local MBA forums and fairs

My supervisor or senior managers at work

Human resources personnel at work

CASE D1 2011: Achieving (Compelling) Visual Coherence

Documents

Transcript of CASE D1 2011: Achieving (Compelling) Visual Coherence

D1.HRD.CL9.04 D1.HHR.CL8.04 Assessor Manual

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