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There are two things I’ve observed that tend to get people really fired up:
- The way things are, and
- Changing the way things are.
Only one of those will move you forward.
Somewhere along the way, you decided that a brand evolution was needed to move the institution forward. Maybe you brought in a partner to help navigate that journey. You did the research. Locked in the strategy. Explored, tested and refined the creative expression, and now it’s all packaged up and ready for liftoff.
Here are a few questions to ask to make sure it’s all systems go.
- Why should people care?
Consider why the institution—not the marketing department—needs this work. Is it to emerge as a national leader, fuel a strategic plan, grow or shift your enrollment, become more known, or is it something else?
Being clear about how the brand supports a broader university goal gives it a stronger purpose. And it’ll help people understand it as more than another marketing campaign.
- How ready is the campus community?
Step one of all marketing work is to know your audience. You’ve got to really know your community and how they currently think and feel about marketing work. What do people think when they hear the word “brand”? How do people handle change, and how much change is there right now at your institution? Is there more of a future orientation or one that strives to maintain tradition? Do they understand the value of a strong brand or do they dismiss it?
Understanding the tendencies of your culture will help determine the amount of alignment and education that’s needed before you see the results you’re hoping for.
- 5. How much attention do you want to draw?
Surprising people with an overnight flip of the switch is certainly not advised. But there are many right ways to approach a brand launch. It’s helpful to think in terms of a spectrum—from subtle to significant to monumental—when evaluating what might be right for your institution.
On the subtle end, you may choose to simply infuse the new messaging and creative into existing activities and update materials on a typical refresh cycle. If it’s something more significant, perhaps there’s a campuswide announcement, a new website, some environmentals and a thoughtful swag bag delivered to staff and faculty.
Looking to make a splash? Let’s have a community celebration and invite the neighbors. Send a mascot and set up a photo booth for social media content and exclusive behind-the-scenes tours for VIPs. Maybe you reveal a new logo or brand anthem film and put up some fresh advertising on the commuter routes to and from campus for visitors.
- What tone do you want to set?
Getting the tone right can motivate people to adopt or reject the new platform. Think about a tone that your community finds most compelling, and allow that tone to shape how you communicate to your community throughout the rollout. Some examples are: cultivate pride, instill urgency, celebrate accomplishments, foster community or inspire a new vision.
- How should you involve leaders and key stakeholders?
Position your internal stakeholders above your agency partner, assuming you have one guiding you through this process.
Include the president and influencers as a way to signal how seriously this effort should be taken. Their voices carry weight, and their involvement (or not) signals to the community what the expectations should be. Your marketing team can then reinforce those expectations when needed.
Give the right marketing leaders a prominent role in the launch—whether it be a central marketing team or unit-level communicators. It’s important for long-term success that they are seen as the subject matter experts that they are.
Don’t overlook the impact that a student voice can have. Hand the microphone to a student who can talk about their experience in a way that showcases the brand essence.
- What tools and resources are needed most?
Think about how much flexibility the brand will need and then determine what the most impactful resources might be.
Decentralized communication teams often need different sets of tools, templates, assets and resources to be successful. At a smaller school, you may have all communicators working from the same strategy and set of visual components. Larger schools may need to develop tailored strategies for major units like enrollment, advancement, the schools and colleges, or online programs.
- Are there any habits we want to change?
A brand launch creates an opportunity to sunset outdated practices and establish new habits. Consider the ideal state of how marketing flows through your institution and start doing things now to get closer to that ideal state.
Do you need better planning and project intake? Do the deans know how to work successfully with their marketing leads? Is content management keeping up with the university? Is media being placed in too fragmented of a way to be effective?
Liftoff: Final Thoughts
A brand launch can feel overwhelming. It requires careful planning and a deep understanding of your internal community in order to hook them into the journey ahead.
Give them a reason to care. Help them understand their role. Communicate with conviction and the right tone. Empower your communicators to do what they do best, and the institution will be on a launch trajectory toward greater success.
Godspeed.
