Brand Guide Cheat Sheet

A successful higher-ed brand must be a lot of things. It must resonate with a variety of audiences (prospective students, alumni, research partners); it must be nimble, yet everlasting (remember, unlike a campaign, a brand can hold strong for 10 or more years!); and internally across campus, it’s got to be fairly easy to execute. Unlike perhaps in corporate brands, campus communicators don’t all necessarily hail from a brand marketing background. Communicators should be able to articulate brand essense—and taking it a step further—rapidly demonstrate how the brand manifests itself in copy and design. What’s more, brand should ooze from every touchpoint in our audience’s journey.

It’s up to us as brand ambassadors to share practical tools and ideas for brand implement that apply to our every day.

Check Yourself, Check Each Other

See brand through external messaging by focusing on these three things.
Is your marketing communication?

  • Centered on people, opportunities, and/or experiences (If not, we argue, it doesn’t belong in our messaging)
  • Honest in tone
  • Free of jargon, fussy words, and complex sentences

Shannon Rinkinen
University Marketing and Communications, Michigan Tech