Intrduction

Karen KlimczakAssoc VP of Marketing | Public Affairs | Colorado State University

Director of Marketing | Colorado State University Systemkaren.klimczak@colostate.edu

Topics

• Definition of Brand

• CSU Family of Brands

• Brand Tools

• University Brand Platform

What is a brand?

• Reputation.

• Expectations that stakeholders associate with the university and our services.

• Who we are and what we deliver, but also how we deliver it.

Brand PromiseCSU Brand Family

Brand Tools

• Visual cues

• Experiences

• Messages

Brand Platform

• Clearly articulate market position among stakeholders.

• Ensure current and prospective stakeholders understand the real merits of the institution and the value it holds for them.

• Continued focus and strengthening of the CSU brand in pursuit of the institution’s goals.

Brand Demeanor

Brand Platform

Position Statement

A multifaceted statement of who we are, what we do, and for whom; how that makes us different; and why it matters.

Brand Drivers

Key differentiating points that make Colorado State University stand out from our competition. These are illustrated through programs, individuals, and data points, and also serve to guide strategy and decisions.

Brand Promise

An enduring internal statement of what Colorado State University stands for and what the University promises to deliver to every individual with whom we come in contact.

Brand Demeanor

Colorado State University’s attitude. How we want to project ourselves and be perceived.

Brand Platform Functions

• A straightforward articulation of who we are, what we want to be known for, and how we want to be perceived.

• It serves as a strategic guide to safeguard the reputation of CSU when considering a potential action, activity, policy, or procedure

• A tool to establish and maintain CSU’s communications alignment, focus, and consistency in order to achieve a stronger, more effective, and more cohesive presence within our targeted marketplaces.

• Communications and actions should center on demonstrating the value and strength of the University through the brand platform

Applying the Brand

• Brand Position: In which of these areas does my unit play the largest role? How?

• Brand Drivers: How does my unit exemplify the drivers?

• Brand Promise: How does my unit advance the promise?

• Brand Demeanor: How can my consistently reflect these attributes through our actions?

Current Examples:• Lifelong learners – educational

content in member publication• Spotlight on CSU events• Conveying CSU’s impact to alumni• Relationship with CSU Global• CSU exists throughout Colorado

– Extension and Outreach – convey this to alumni

• Interactions/networking between alumni and students

• Utlize CAM to promote learning and higher education

New Ideas:• Takeaway at events to include

descriptors in member materials• Journal/family album• Motivate alumni to share stories

– “Tell us about your friend”• Linked in discussion• Facebook

How does the CSUAA advance the brand promise? Learning. Discovery. Impact

Applying the Brand

Building the Brand

• Takeaways:– A brand or reputation is built through the total experience that it

offers increasing the credibility and standing of the University.– The key to effective branding is consistency: offering the same

value, level of service, and consistent messaging to your audiences over time.

– Your support of the brand has a direct impact on raising the reputation and prestige of CSU through your actions, communications and messages to stakeholders.

Thank You!!