You know Michigan Tech’s brand essence. You know how your department can plug into the big picture. And you’ve identified your brand stories. Now what?
Go For It
Tell your stories where it matters to your audience. The very same story may take shape as a blog post, a Facebook post, a Tech Today submission, a postcard, an email, a newsletter article, or a recruiter speaking with a prospective student. Don’t be shy here. Once you have a brand story that evokes honesty and resonates with your audience, tell it again and again. (You’ll want to keep hunting for stories, to keep them fresh year after year.)
Here are examples of how one brand story can morph from platform to platform. Here’s the story: First-year Michigan Tech student Jill Poliskey 3-D prints prosthetic hands for children in Nicaragua.
This is your awesome, uniquely yours story. No other higher-ed brand can tout it. What can you do with it? Plenty. Do what works for you, your audience, and the subject—some ideas:
- Capture Jill on video talking about her work. Put it on social media or maybe your website.
- Maybe Jill takes over your Twitter feed for a day, illustrating the step-by-step process of turning recycled plastics into a new, working hand.
- Ask Jill to pen a short blog post, talking about her work and her goals.
- Invite Jill to speak with a group of future Huskies, sharing her research experience while here at Michigan Tech.
- Do a Snapchat takeover as Jill packs the hands up, ready to ship them across the globe.
- When the prosthetic hands reach their new owners, share a picture of the children with Jill.
Don’t Be Afraid of Redundancy
You get the idea. There are dozens of creative ways to tell the same story. It’s unlikely your audience will see every slice of content, so don’t be afraid of a little redundancy.
If you have a gem of a brand story, but aren’t sure how to best capture and tell it, just reach out at firstname.lastname@example.org