Living the BrandProfessional Development DayMay 16, 2012

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The plan for today

• Brand refresh• Brand-aligned experiences• Keeping the Cal Lutheran promise

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What is a brand?

A brand is a promise – which must be delivered upon consistently with every interaction. A good brand has:

EmotionHow you want people to feel when they interact

with you

DifferentiationDifferent from

competitors, describing a feeling

only you give them

RelevanceMeaningful to

stakeholders, focused on where their needs meet

your strengths

Brand equity = awareness + value

Esteemed

Preferred

Known for something I care about

Known for something distinctive

Known for something

Known

Value

Awareness

CustomersInfluencersEmployeesShareholders

Identity ActionsCommunications

Brand promise is a filter for identity, communication and action

Brand Promise

Brand IdentityName, Logo, Tagline,Visual System

CommunicationsMarketing and P.R.

ActionsBehavior and Operations

Process for developing the Cal Lutheran brand promise

Discovery

• Kickoff meeting with Core Team

• 25 Stakeholder interviews

• Materials review• Competitive/peer

analysis • Online survey• Survey results

presentation to Core Team

Brand Platform Development

• Analysis and brand platform development

• Core Team Brand Platform presentation

• Refinement and before-and-after content development

• Development of Alumni family brand

• Alumni Brand presentation to Core Team

• Refinement and Executive Presentation

Consensus-Building

• Working sessions with Work Team 9 and Regents Marketing Committee

• Presentations to campus stakeholder groups

• Final presentation to Regents

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The California Lutheran Universitybrand platform

HOWwe do it

WHOwe are

Because people who discover and follow their purpose can transform a community – and the world

WHYwe do it

Open-minded students who are seeking to grow as individuals while they excel academically

WHOwe’re for

Provide individualized attention that helps our students pursue their passions and discover their purpose

WHATwe do

DedicatedEnlightened

Engaged

GIVE1-on-1 attention

BALANCEfaith and intellect

THINKbeyond the classroom

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The California Lutheran University brand promiseAt California Lutheran University, helping students achieve academic excellence is the beginning of what we do to create outstanding graduates. Our dedicated, accomplished faculty works with small classes of undergraduate and graduate students who are open-minded – about ideas, about people, and about faith – and are seeking to grow as individuals while they excel academically. Both in the classroom and outside of it, everyone at CLU is committed to helping each student pursue their passions to discover their purpose, and follow that purpose to transform their community – and the world.

Brand aligned experiences

• Share with your group an experience you had that strongly delivered on a brand’s promise.

– What is the brand’s promise?– How did your experience

support that promise?

(Try not to think about good customer service, but about

“on-brand” experiences.)

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Great design doesn’t have to be expensive

Organization Promise

Creating magic for families

Creative expression

A premium coffee experience

Helping girls grow strong

• Now, share with your group an experience you had when the brand promise was broken.

– What is the brand’s promise?– How did your experience

break that promise?

Keeping the Cal Lutheran promise

Thinking about your job…

• Write down one thing you do frequently in your job where you deliver on each of our brand actions:– Give 1-on-1 attention– Think beyond the classroom– Balance faith and intellect– Help someone discover their purpose

• If you don’t have something that you frequently do in one of those areas, is there a place where you could add more of that particular verb?

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Brand development is everyone’s responsibility

We are all here to help people discover and live their purpose

Every day, think about what you personally can do to deliver on that promise

Give 1-on-1 attentionThink beyond the classroomBalance faith and intellect

Discussion

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