Branding Queen’s University

Branding Queen’s University

June 24, 2008

QNETQueen’s Network for Communicators


QNET Mandate

A networking group with representation from across the University to meet quarterly in an effort to:

Identify ways to better coordinate communications on behalf of the University

To consistently and effectively serve the overall objectives of our individual departments and units – and the University as a whole

To share knowledge, expertise and tools, allowing us to communicate more effectively both internally and externally

To identify communication and marketing issues of shared interest and concern

To leverage combined expertise and human resources that meet all of our needs


To align the University’s various marketing and communication strategies to clearly and accurately describe ourselves to ourselves, so that we can in turn present a strong and consistent image to the external world

To enhance our local, national and international visibility and profile

To enhance our ability to tell the Queen’s story and promote the University’s brand and reputation

QNET Objectives


TODAY’S TOPIC:

Key components to a strong brand and visual identity


What is a brand?

Contrary to popular opinion, a brand is not a look, logo, letterhead or slogan – rather it is a promise

Successful brands are perceived by the target audience, as the only solution to a particular need

This highlights the two critical components of an effective brand: awareness and relevance

The most important asset of an organization

The central organizing principle of an organization


A misaligned organization

Institution


An organization aligned, but stakeholders not aligned

Institution


Institution

An organization aligned andstakeholders perfectly aligned


Institution

An organization aligned andstakeholders generally aligned


Clear focus

Coordinated communications

Enhanced partnerships

Enhanced reputation

Benefits


Visual Identity


A strong and consistent visual identity made up of communication of strategic messages and strong graphic presentation, is a necessary element for all communications emanating from Queen’s University. A vibrant institutional brand identity projects excellence and professionalism, an image that is critical in attracting, retaining and engaging support from our audiences on a global level.

Consistency of communication to both internal and external audiences reinforces a strong Queen’s identity and reputation, and will help to effectively further shape our position in the global marketplace, and lay the path for our future Vision.

Visual Identity: Importance of consistency


Goals of visual standards

Integrate and manage the overall Queen’s identity

Strategically manage and support the identity of specific units, departments, services and faculties on campus (with numerous target audience segments)

Continue to strengthen and support the core brand, while maintaining the unique identity of each area and communicating consistently


Queen’s current visual framework

All Queen’s units, departments, faculties and services have their own unique identity that contributes to the overall Queen’s identity

Each has a place within the Queen’s brand

The Queen’s identity is strengthened by the diversity of our campus community


Visual Identity: Where we are today


Visual Identity: Ideal

A visual identity has the best chance of success when used consistentlyover time across all audience segments

C O N T R I B U T I O N S2 0 0 6 – 2 0 0 7

b


Visual Identity: Flexibility


Visual Identity: Independent


Visual Identity: Disintegration


Lose recognizability in flooded communications market

Lose trust that source is reliable or credible (internal and external)

Loss of connection to mother identity = loss of established brand strength

Compete with ourselves

Lack of consistent use of identity internally = lack of consistent use of identity to our external audiences

Visual Identity: Issues and brand disintegration


Trademarks and Licensing

The Office of the Associate Vice-Principal and Dean of Student Affairs is responsible

for the licensing and proper use of Queen’s University licensed trademarks. All

Queen’s University marked product must be obtained through an authorized

Queen’s University licensee. This encompasses both internal and external

promotions and/or sales.

Departments wishing to use Queen’s University trademarks must submit a

written request explaining the intended use. All artwork and uses must be

approved before production commences.

For more information about using Queen’s University trademarks on products

or obtaining Queen’s University marked products from licensees, visit the Student

Affairs website at www.queensu.ca/studentaffairs/trademarks or contact the office.

Debra Easter

Trademark Licensing Coordinator

[email protected]

613-533-6000, ext. 78067

www.queensu.ca/identity


Visual Identity Website


June 24, 2008

QNETQueen’s Network for Communicators

Branding Queen’s University

Documents

Transcript of Branding Queen’s University