Professional Documents
Culture Documents
and Communication
Building a strong and compelling brand
for the College
February 2008
What we’d like to cover today…
Who we are
What branding is all about
The challenges you’re facing
How we’re planning to tackle them
o, who is Lloyd Northover?
[insert spread of logos from brochure to cover whole
page]
We help build brands…
…in the public sector
…in higher education
…in higher education
…and in the arts
…and in the arts
Our work in higher education
• Anglia Ruskin University • Thames Valley University
• Cardiff University • Universities UK
• City University • University of the Arts London
• College of Estate Management • University of Bedfordshire
• Coventry University • University Campus Suffolk
• DfES • University of Cumbria
• Glasgow Caledonia University • University College London
• HEFCE • University of Derby
• Loughborough University • University of East London
• London Business School • University of Essex
• Oxford Brookes University • University of Hull
• Queen’s University Belfast • The University of Manchester
• Royal Holloway • University of Newcastle
• Royal Veterinary College • University of Southampton
• SOAS • University of the West of England
• Suffolk College • Wales College of Medicine
• Westminster Kingsway College
What we aim to do
Think of an organisation
or a product that really
stands out in your mind.
From your own experience...
messages
organisation individual
experiences
...to build the right positive perceptions
perceptions
organisation individual
...using all sorts of vehicles
name
visual identity
media coverage
environments
website
products
organisation individual
advertising
word of mouth
quality of service
staff behaviour
But in essence...
communications
name
visual identity
media coverage
environments
products
website
products
organisation individual
advertising
people
word of mouth
quality of service
staff behaviour
places
Your textbook definition…
purpose
vision values
How you wish to be seen
and experienced…
proposition
purpose
vision values
performance personality
How you wish to be seen
and experienced…
proposition
purpose
vision values
communications,
performance personality
products, people
and places
For example...
The proposition
The computer for the rest of us
The personality
• user-friendly
• a bit quirky
• fun
• creative
For example...
The proposition
The computer for the rest of us
The performance
• intuitive, easy-to-use interface
• distinctive, innovative products
• ground-breaking design
So, what is seen...
brand identity
...is built on
brand identity
change
‘Ravensbourne is
undergoing an exciting
transformation…’
Chislehurst Greenwich Peninsula
suburban much more central
pleasant environment exciting environment
professionally-oriented totally professional
well regarded highly sought after
broad appeal clear and focused
The challenge
1990’s 2008
1990’s 2008
where how you’re where you how you’d like where you
you were perceived are now to be perceived want to be
Tackling the project
1990’s 2008
1990’s 2008
1990’s
Phase 1 Discovery 2008
Phase 2 Development Phase 3 Deployment
1 2
Conducting Creatively
stakeholder and engaging with
desk research stakeholders
Tackling the project
1990’s
Phase 1 Discovery 2008
Phase 2 Development Phase 3 Deployment
1 2
Conducting Creatively
stakeholder and engaging with
desk research stakeholders
Tackling the project
Phase
1990’s1 Discovery Phase 2 Development
2008 Phase 3 Deployment
Phase
1990’s1 Discovery Phase 2 Development
2008 Phase 3 Deployment
Phase
1990’s1 Discovery Phase 2 Development
2008 Phase 3 Deployment
Phase
1990’s1 Discovery Phase 2 Development
2008 Phase 3 Deployment
Phase
1990’s1 Discovery Phase 2 Development
2008 Phase 3 Deployment