Brand is a Spectrum

On brand. Off brand. On brand. Off brand. All day long. With my brand stamp. RIGHT?

I have come to learn that successful brand management is nuanced. How we weave brand into our messaging can vary per the project, the editor, the project manager, the department, the audience, the shape and form or each marketing piece.

The most important part is it’s there. We’re mindful of it, always.

Take a director’s letter in an annual report. It should sound like a person, a human, with their unique voice. How they might actually speak. It also should reek of Michigan Tech, with our essence—honest. And it should be true to the specific department or group—a brand within a brand. A dash here. A dash there. Too much of any one ingredient and the letter is off. Tastes funny.

Take a lengthy publication like a catalog. Maybe it was drafted a few years ago and maybe it still works and yields successful metrics. Maybe there is no time or budget for an overhaul. A brand edit can focus on specific, key brand elements like the covers, captions, pull quotes, and sidebars. Active voice. Cut the fluff. Brand is infused where it matters most. The nuts and bolts are left untouched. Maybe in the end the piece is quasi on-brand. Maybe 60 percent. That’s okay. Maybe next year we aim for 75 percent, with on-brand visuals to boot!

This is a brand in a real world.

Social media. If there’s a time and a place to be heavy-handed with brand, it’s on social media. Where else can we quickly and powerfully reach such a large, captive audience. We need to push brand messages there—and push them often.

How about an on-campus poster? It’s just an 8.5 x 11-inch poster, hanging in a few campus buildings. Where does brand come in there? Certainly if it’s only targeting an on-campus audience brand is less imperative. But does it hurt? NEVER! Sprinkle some brand in! Every effort we take to invest in our brand messaging now will pay dividends in years to come.

Whether you’re working on a something requiring 10 percent brand or maybe you’re working on an all-out brand piece, I invite you, too, to think about where brand lives, and how much to pour—or sprinkle—on.

Shannon Rinkinen
Brand Manager