Brand Management

Building Relationships; Earning and Protecting the Trust

Between You and Your Publics

Reputation Management is…

Building authentic trust between your organization and the people that matter most to you.

Value of Reputation

Trusted Relationships

Strong Reputation

Increased Organizational

Value

More Resources,

Visitors, Funding

Today’s Relationship Drivers• Satisfaction with experiences• Consistency• Trust• Commitment (personal)• Transparency (honesty)

Sources: Terry Flynn, Ph.D., McMaster University, DeGroote School of BusinessDavid Armano, darmano.typepad.com

What is a Brand?

• The emotional and psychological relationship you have with your customers

• Strong brands elicit thoughts, emotions, and sometimes physiological responses from customers

Benefits of a Brand

• Externally: an identity that resonates with customers

• Internally: serves as an internal compass of focus

The Link Between Brand and Reputation• Brand Promise– Defines the experience your customers should have

with you– Aligns your business operations with the customer’s

experience– Defines and protects your reputation

• Reputation = Current perceptions of an organization– A variable based on experiences, news, events,

actions

• A Convenience Store with a Commitment to Quality. • A Convenience Store with a Commitment to Do Things Right. • Quality In Our Convenience Store Employees.• Quality In Everything We Do. We Guarantee It. 

Reputation Management

Reliable, Predictable Experience

Unreliable, Unpredictable Experience

When the experience

doesn’t match the promise, reputation declines

Reputation

Index

Source: Standing Partnership

www.brandtags.net

Communicating in the 21st Century• Considerations:

– A competitive, global marketplace– 24/7 media environment– Consumer-centric– Expectation of governance/responsibility

• Challenges:– Providing context, perspective– Demonstrating our competitive advantage– Consistent message and experience

Brand Position

SIUE is a respected state university that offers students an individualized, diverse, and comprehensive education and lifestyle, along with a liberal education through an affordable opportunity. Through personal relationships with educational leaders, exceptional access to resources and programs and a campus environment of unrivaled natural beauty, SIUE strives to provide every student with an excellent education – one that inspires and motivates individual excellence and positions them to excel in the global marketplace.

= excellence

Brand Promise

Energy of academic challengeExcitement of NCAA Division I sportsEmpowering environmentExperience of life on campusExploring career options…

Face and Voice• Face – A mentor who sets the standards for excellence

not just through words, but by example. He is a leader in the very best sense of the word - recognized and respected by those who are inspired by his confidence, perspective and actions. He lives in and appreciates the opportunities of the present, while also looking optimistically toward a brighter future. Like the faculty mentors at SIUE, this brand encourages, energizes and enlightens. And we are better for the experience.

Face and Voice• Voice – This brand doesn’t just speak to us; it engages

and motivates us. There is the reassurance of intelligence and encouragement here – this is a voice with something to teach us. It’s a voice that makes us want to learn and improve. A voice that gives us the confidence to feel that we can do that, and more.

Brand Mark• The symbol of SIUE’s quest for, and commitment to,

excellence. The more the brand mark and tagline are used in conjunction, the stronger the connection to “excellence” will become.

• Connected to the SIUE name, links SIUE to the SIU system; also maintains its own identity, just as the University is making its own mark.

Brand Mark• When to use this? • In correspondence, refer to the university as SIUE, in all

caps, without the red logo. • In the absence of a logo, refer to the university as SIUE,

in all caps, without the red letter “e”.

Brand Qualities: Lower Case • Approachable – SIUE is not a pretentious place. Here,

educators don’t just instruct students; they mentor them. • Emerging – At SIUE, the college experience is dynamic

and youthful. • Progressive – To continue to provide an excellent

education, we constantly seek better ways to help students learn.

• Edgy – At SIUE we challenge paradigms, to provide students with an education that exceeds expectations.

• Bold – We have the confidence and conviction to know who we care and what we want to accomplish.

Brand Qualities: Red• Vibrant – SIUE is actively improving to meet the needs

of students and the community.• Energetic – Like our students, we believe that education

is not a passive experience, but an active pursuit.• Passionate – We are not merely interested in the pursuit

of learning, we are dedicated to it.• Powerful – Like our students, we fully appreciate the

power of a quality college education. • Confident – We not only set the standards; we live by

them. And we expect nothing less from our students.

Brand Qualities: Athletic Marks

• Growing – The SIUE Cougar logo has the attitude of a winner. This is a program ready to claim a place in NCAA Division I athletics.

• Progressive – The SIUE Cougar logo embodies an edgy, contemporary feel.

• Optimistic – The Cougar logo is looking forward, anticipating the next victory.

• Vibrant – The bold lines of the Cougar logo convey the confidence of a winner.

Brand Qualities: Athletic Marks

• Energetic – Like the ever-advancing SIUE athletics program, there is an inherent sense of forward motion in this logo. This is not a lazy “fat cat,” but a predator on the prowl.

• Passionate – The Cougar logo reflects the energy of the SIUE athletes and supporters who make our program shine.

• Powerful – SIUE athletes are more than contenders. They are winners. The SIUE Cougar logo embodies this winning spirit, in a symbol with unmistakable power.

Evolving the Brand

• Coming soon:– More secondary marks– Vertical version– Secondary athletic font– Fresh merchandise

Value of Reputation

Trusted Relationships

Strong Reputation

Increased Organizational

Value

More Resources,

Visitors, Funding

Reputation Management

• Turning relationships into results– Customer loyalty– Recruiting/retention– Increased funding/donations– Potential premium pricing– Protection against crisis– Empowering brand ambassadors

How Can We Help?

Elizabeth Keserauskisekesera@siue.edulinkedin.com/in/bethkeserauskis@bethkeserauskisSlideShare.net/bethkeserauskis