Brand + Activation

Who are you as an institution? This is where your brand solution will begin—by defining your institutional personality. There is no better way to stand apart from the crowd than by being uniquely you. We’ll start by asking some vital questions: What does the market believe about you? Who is your competitive pack, and how do you stand out from it? Whom do you attract, and how do you do it? How do you create the right story and tell it? How do you reach your target audience and convert it?

Together we’ll answer those questions about personality, perception, pack, personification, and precision and by doing so we’ll build a brand platform that is evergreen and unique to your institution. Your persona will be activated by the images you choose, the design you execute, the campus culture you curate, and the stories you tell. This is the power of personality—distinctive positioning rooted in core truth.

HOW DO I ENSURE MY BRAND REFRESH IS AUTHENTIC AND STANDS THE TEST OF TIME?

Carnegie’s brand platform solution starts with your institution’s Organizational Personality. Grounded in archetypal theory, we conduct stakeholder research to understand your institution’s unique personality and to generate a brand voice and message that are as distinct as a thumbprint. This process reveals the human attributes that form the true identity of your college or university. The result is a comprehensive Brand Positioning strategy and messaging platform that is evergreen.

In this solution scenario there is a clear way to move forward, and its that definition that ensures the outcome of your brand project will be totally unique.

HOW CAN I ENSURE ON-CAMPUS ADOPTION OF MY NEW BRAND?

This challenge will take team work. Your Brand Strategy will include workshops and interviews at every level of campus, which will help to build buy-in and consensus. You can help by recruiting stakeholders on your campus to participate in this work. Additionally, our comprehensive, mixed-methods research will enable you to validate your brand story with stakeholders. An External Perception Research study and Competitive Analysis will give you well rounded evidence. And finally, teaching your campus to activate your new brand will ensure proper adoption.

MY INSTITUTION IS THE BEST KEPT SECRET—HOW DO I CHANGE THAT?

We’d recommend building a brand that connects, on a human level, and then deploying a precise activation. We can help you break through the noise and captivate your audience. We can help you be seen, heard and remembered. Let’s talk, and decide where we should begin, together.