A brand is not a logo, a tagline, or an ad. A brand is a perception. It is how the world views us and the impression we leave.
What is brand development and management?
Ideally, the world's perception of us (our brand) will align with how we see ourselves and want to be seen. Brand development and management are all about facilitating that alignment. By cultivating our brand, we can better express our mission, vision, and values as an institution and engage our communities.
Why are brand awareness and affinity important?
Increasing brand awareness and encouraging affinity for our brand helps build greater trust and stronger relationships with our constituents. These efforts serve as a critical foundation supporting nearly all of ETSU's goals, whether it's engaging the community, securing funding, achieving national recognition, or recruiting more students. For example, according to a survey conducted by Niche.com, 69 percent of high school juniors said that a college's name recognition and brand are important to them.
Some of the brand guidelines ETSU has established also are informed by trademark and licensing considerations. For example, we must limit the use of certain marks or designs to honor agreements established with retailers.
Retail is an integral part of our brand development strategy, as it
- increases visibility in the community
- allows individuals to participate in the expression of our brand
- builds brand affinity
Effective brand development centers on the "3 C's": consistency, clarity, and character.
Maintaining consistency in messaging and visual assets is critical for building awareness and recognition. Studies suggest that, on average, a person must be exposed to an idea, message, or organization at least 7 times before it makes a lasting impression on their brain. People are less likely to make those crucial connections if our messaging and visuals vary too widely. Consistent use of color is one of the most potent tactics in branding. Studies have shown that color is one of the most memorable attributes of a brand's visual identity and influences people's feelings about the brand.
Ensuring that our communication is clear, concise, and impactful is another critical factor in optimizing our brand. Clarity has become especially important as attention spans have become more limited and competition for people's attention becomes ever more intense.
To stand out from the noise and develop strong relationships with our communities, we must demonstrate authenticity and personality. What are we really like? What makes us unique? The adage "people want to do business with people" remains true. To build connections, we must demonstrate that we are an organization driven by people — not just policies and processes.
Please note that all published materials must receive Office of University Marketing and Communications approval, which Biomedical Communications will coordinate if you are working with them. For branded items, choose the link at left for details.
The brand guidelines for athletics and ETSU Health follow similar principles to our
academic brand, but each has key differences. Visit the links below to view these
University Marketing and Communications