ambition in action. ambition in action passionate preferred “sydney institute really cares about...
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Ambitionin Action
Ambition in Action
www.sit.nsw.edu.au
Passionate
Preferred
“Sydney Institute really cares about what it does and how it directly relates to me”
Influential
“Sydney Institute has the power to change lives, the community and the economy”
First rate
Professional
“Sydney Institute is on the pulse and acts in a professional way”
Capable
“Sydney Institute knows how it’s done and can show me how”
The best
Progressive
Ambition in Action
Ambition in Action
www.sit.nsw.edu.au
New Visual Identity Workshop/ Welcome
/ Why a new visual identity?
/ What is a brand and why does it matter?
/ What is Sydney Institute's brand story?
/ What are the visual identity guidelines?
/ What does any of this mean to you?
Ambition in Action
www.sit.nsw.edu.au
Welcome/ Consistent approach
/ All types of communication
/ Challenge old ways, question: ‘Am I being progressive?’ ‘What’s best for the customer?’
/ Learning together, helping each other
/ Will you be a ‘brand advocate’?
Ambition in Action
www.sit.nsw.edu.au
Questions
/ What do you need to be a ‘brand advocate’?
/ What are your challenges to being progressive?
Ambition in Action
www.sit.nsw.edu.au
Why is a brand important?
/ Stands out from the crowd
/ Communicates consistently
/ Builds our reputation
/ Creates an emotional connection
/ Highlights our point of difference
/ Embodies our vision
Ambition in Action
www.sit.nsw.edu.au
What is this?
/ What do you know about who I am and what I do?
Ambition in Action
www.sit.nsw.edu.au
What is this?
/ What do you know about the company that makes this?
Ambition in Action
www.sit.nsw.edu.au
Google is my friend!Google is my best friend!Google is my best friend!Google is my best friend!
[copywriter, Turkey]
Ambition in Action
www.sit.nsw.edu.au
Apple iPod
Wherever I go, as long as my iPod is right there with me, I rock.
It’s not just latitude. It’s attitude.It’s got the look of LOVE.
[Executive USA]
Ambition in Action
www.sit.nsw.edu.au
Brand associations/ You have just identified some of the
biggest brands in the world/ You have shown you have strong brand
associations with each AND / You make value judgements about these
companies without thinking about it./ You know the companies and their brand
stories.
Ambition in Action
www.sit.nsw.edu.au
TAFE NSW – Sydney Institute
/ Your customers and potential customers make a value judgement, based on brand stories, when they see this!
/ What do you think they think about us?
Ambition in Action
www.sit.nsw.edu.au
What our customers say
‘ Studying at TAFE connected me to the working world. The training was personalised, up-to-date and relevant. I can now see my career. ’
Ambition in Action
www.sit.nsw.edu.au
Our brand story
‘ Sydney Institute is always moving forward, thinking about the future – it opens my eyes to what a career is and what I can be. ’
Ambition in Action
www.sit.nsw.edu.au
Our key messages / Progressive – being the best
/ Professional – teachers with know-how
/ Capable – real world connections
/ Passionate – inspiring achievement
/ Influential – power to change lives
/ Ambition in Action
Ambition in Action
www.sit.nsw.edu.au
Question
/ How can we be progressive – promote ourselves differently?
Ambition in Action
www.sit.nsw.edu.au
Brand Identity GuidelinesMinimum size
Minimum logo size Minimum logo size within the grid element
Positive Negative
Ambition in Action
www.sit.nsw.edu.au
Brand Identity GuidelinesCo-branding framework
Ambition in Action
www.sit.nsw.edu.au
Brand Identity GuidelinesTypography
Headings in:
Luxury Text Roman or Times New Roman
Body text in:
Gotham Book or Arial
Ambition in Action
www.sit.nsw.edu.au
Brand Identity GuidelinesColour Palette
Sydney Institute corporate colour palette College colour palettes
Ambition in Action
www.sit.nsw.edu.au
Brand Identity GuidelinesDesign system
Ambition in Action
www.sit.nsw.edu.au
Brand Identity GuidelinesIncorrect Correct
Ambition in Action
www.sit.nsw.edu.au
Brand Identity GuidelinesIncorrect Correct
Ambition in Action
www.sit.nsw.edu.au
Resources (^on SydNET)/ FAQs on the new brand^
/ The brand pyramid ^
/ Key findings from mra ^ & Frost ^
/ Marketing, key messages & brand story ^
/ Marketing material checklist^
Ambition in Action
www.sit.nsw.edu.au
/ Effective writing ^
/ Marketing materials procedure/flowchart^
/ Example of a template ^
/ VETAB Advertising Guidelines ^
/ Promotions and Marketing Services
/ Authority to publish form ^
/ Advertising booking request form ^
/ College/Institute visual identity style guide
Ambition in Action
www.sit.nsw.edu.au
Where to from here?
/ Website re-branded
/ Hands-on training on templates for the users
/ Hands-on training on effective writing
/ Online digital asset management and printing
/ Progressive marketing strategy
Ambition in Action
www.sit.nsw.edu.au
Ambitionin Action