Month: July 2016

Brand in the Wild


Andrea Kubicki is a 2015 alumna who is now in medical school. I was fortunate enough to workout and lift weights alongside her during her time as a Michigan Tech student. This post is shared with her permission.

How Huskies Talk about Michigan Tech IS Michigan Tech

Like so many Huskies, Andrea loves to explore nature and travel. So when her recent Facebook post popped in my feed, I got pretty excited. Check out the staccato language she uses—her tone, message, and composition is very on brand! There is no fluff and there’s certainly no doubt what she did during her time in Glacier National Park. Heck, the “sentences” aren’t even complete sentences. And that’s okay in this format . . . it’s a style that works in many forms of marketing including social media.

This is how our students and alumni are naturally communicating. This is also our new brand!

Take Andrea’s lead and find places and ways to use this fresh, choppy style. It doesn’t have to be every where (and shouldn’t be), but it can be very powerful when peppered into our messaging.

Let’s see how you’re using staccato—email

–Shannon Rinkinen
Brand and Social Media Manager

Michigan Tech’s Brand on the Road

This fall, the undergraduate admissions staff will begin to push Michigan Tech’s new brand out to thousands of high school and transfer students, parents, and guidance counselors across the country. As one of the first adopters of our new branding, Admissions eagerly awaits the day we can recycle old materials and usher in publications with a new look and feel.

Embrace Our Middle Name

Why the excitement? For the first time, Michigan Technological University is being loud and proud about our middle name! Letting the world know we are technological will help immensely in Wisconsin, Minnesota, and Illinois where “Tech” has a different meaning entirely—think technical college, trade school, welding, and HVAC. We know that variety of “tech” is not who we are, yet it’s the perception many people have. This leads to a battle we face every year, every day, at every event we attend—having to explain to prospective students and parents that no, we do not offer culinary arts or auto body repair.

Beyond the visual look, the brand embodies the essence of who we are as an institution and community. We’re confident the new brand will help us attract students and families to our tables which will give us a chance to educate them about the incredible opportunities and outcomes here, rather than having them mutter, “Oh, a tech school…” as they bee-line to competitor institutions at a college fair.

Share Michigan Tech Stories

From publications and pennants to our fleet of wrapped SUVs, Michigan Tech’s Admissions team will be proud brand ambassadors as we share stories about real people, opportunities, and experiences for the incoming class of 2017 and beyond.

–Allison Carter
Director of Admissions, Michigan Technological University

Before and After Brand

 See the Difference Brand Makes

Brand can be a tough thing to describe. What it is, why we need it, and how to enforce it. University Marketing and Communications must address those questions, not just within our own department of 30, but to the entire campus community. The best way we’ve figured out to talk about and teach our brand is to show real, tangible examples.