|Branding OHIO through its website: Part 4|
When someone visits ohio.edu for the first time, it is important for first impressions to be positive, real and lasting. Having a well-planned approach to how content is prioritized and purposed is how the ohio.edu redesign and content strategy groups have focused their efforts.
|Branding OHIO with “it’s you” and the brackets|
University Communications and Marketing welcomes the enthusiasm with which the University community is embracing OHIO’s new “it’s you” campaign! By following a few simple guidelines in using these brand elements, you can help us ensure consistency across the University’s promotional efforts as we work together to elevate the OHIO brand across the nation and around the world.
|Branding OHIO through its website: Part 3|
Our website is an open door to all that the University has to offer – a virtual extension of the physical locations. The front door provides the best opportunity for Ohio University to make an initial impression that explains who we are and helps users find what they need.
|Branding OHIO through trademark licensing|
The following information, provided in a question and answer format, gives specifics about how to obtain permission to sell licensed merchandise, how to recognize an official licensed product as well as examples of the type of products that can and cannot be licensed.
|Branding OHIO through its website: Part 2|
The redesign initiative for ohio.edu will focus on audience engagement and more specifically on our primary and secondary audiences – prospective students and parents and families. Through the discovery process, we learned about their needs and as a result, determined for the best way to manage and shape the future content strategy for the website.
|Regional campuses embrace new brand position|
After convening at a Regional Campus Brand Summit last fall, the collaborative work of 15 individuals appointed by Regional Campus Deans worked to establish a more consistent approach to how each regional campus conveys the Ohio University experience.
|Branding OHIO: it's you|
The new campaign is based on research that revealed that the heart of Ohio University is rooted in providing an accessible, engaging student experience.
|Branding OHIO with a purposeful strategy|
Since 2007, Ohio University has been engaged in harnessing efforts to better position its brand among its most important audiences. Now, OHIO is repositioning the brand in order to
communicate more clearly about the University.
|Branding OHIO through its brand structure|
The diversity and complexity within the University allows us many ways to brand OHIO. The key to successful branding is being able to work together in a coordinated fashion to build focus and clarity, ensuring that “the key components of strategy, creativity and tactics all work together in harmony.” When there is brand clarity and consistency, all marketing efforts are strengthened.
|Protecting OHIO’s brand through identity|
Identity, which represents the visual aspects that help shape the overall brand, usually starts with a logo. The logo is an important part of the brand in its role to identify the organization. There are a number of logotypes, including word marks, emblems, pictorial, abstract, and symbolic marks. Ohio University’s logo is a combination of a word mark and an emblem.
|Branding OHIO through its brand|
University Communications and Marketing (UCM) is responsible for ensuring all official OHIO communications and marketing materials are consistent in editorial and graphic style.
|Branding OHIO through trademarks|
Ohio University has institutional and athletic trademarks on a number of its logos or marks. Trademarks provide assurance to consumers about the standard and quality of particular goods or services. In addition to a number of intangible appeals, such as a certain value placed on the institution holding the marks, trademarks often bring consumers a sense of security, integrity and belonging.
|Branding OHIO through the Capital Campaign|
Having a chance to position the institution with alumni, donors and prospects through a Capital Campaign is a unique opportunity to balance campaign goals with the institution’s existing strategic plan. Not only does a campaign help it become stronger through capacity building but it also helps the institution become better able to fulfill its mission.
|Branding OHIO: Identity and personality|
In communication, identity mostly refers to your true inner self - as an organization or a brand. An effective brand identity is a clear, tangible description that can be summarized succinctly. It should resonate with target audiences, be differentiated from competitors, and represent clearly what the organization can and will do over time.
|Branding OHIO through a consistent brand structure|
When I introduced this series in fall 2010, I began talking about what makes a good brand. A couple of examples that I shared included the symbol used by Apple and the script that distinguishes The Disney Company. Brand symbols leave a fingerprint on everything they touch. We have an opportunity at Ohio University to lift our brand through a consistent structure and leave an indelible mark on all of our audiences.
|Branding OHIO: Reinforcing the brand through design|
A brand is only as strong as its parts. Design and graphic elements, which can make up a large part of a brand, can add as much value as words. The sum of all components of a brand, when used in a consistent manner, has the ability to reinforce the identity for your audience.
|Branding OHIO: A brand is more than meets the eye|
At Ohio University, we’ve recently begun to revitalize our brand. We’ve conducted some research that has informed some decisions and confirmed some suspicions about our brand. For example, some of the attributes of the University brand are “enriching” and “student-centered.”