Brand

Position
Overview
Background
• Why do we need a brand position?
• The University Vision
• Market Segments

The Strategy Behind the Brand Position

• Research
• Brand Attributes and Values
• Development of a Positioning Line

Competitor Positioning

The Brand in Action

• What does it say about us?
• What does it mean at an organisational level?

Visual Presentation of the Brand

Background

Why do we need a brand position?

A brand position tells people who we are, what we stand for and how we
operate. It aligns the public face of the university with its vision.

A brand is more than a logo – it is a palette of images, colours, language and

attitude.

The University Vision

The vision for Charles Darwin University has been clearly articulated by the
Vice-Chancellor and senior management:

A thriving university, which dares to be different and take advantage of its

geographic locations – near and above the Tropic of Capricorn – and of its
local demography to build a unique world renowned reputation capable of
underpinning sustainable development and lifelong learning in diverse
communities across tropical and desert regions through education, research
and community service.

As part of the vision, the University has also outlined the things it must be by
2006 if it wants to thrive and survive:

Already recognised as the people’s university in the Northern Territory –

as a cultural and intellectual asset, a unified institution:
• That is first choice for young people of all ethnic backgrounds for both
post-secondary practice-based training and higher education
• The place of choice for the provision of continuing education for
communities, companies and government enterprises and their first
port of call for policy advice, analysis of problems, delivery of solutions
• The place acknowledged for the quality and relevance of its research

On the radar screen elsewhere in Australia as:

• A place that the Commonwealth and companies are turning to for
input into solutions relevant to operations in, services to and
sustainable development of rural and remote communities

Causing overseas players to take notice, particularly those from centres

of excellence in tropical or desert issues or the interplay between
indigenous and western cultures

Confident of itself and its future

Given this vision and these objectives, the marketing objective for the
University is to:

Position Charles Darwin as the university of choice to selected market

segments.

Market Segments
We can’t be all things to all people. But we can be first choice:
• For certain people/ businesses/ governments
• In certain areas of endeavour

Market segmentation helps us to define who these people are and what each of them
might want from us.

We have defined our market segments on an attitudinal basis, rather than by

demography. The segments identified are:

Within the Northern Territory:

• Committed, capable self-starters: high achievers, may also consider other
universities.
• Traditionalists: career choice influenced by family tradition.
• Fresh starters: to make something of their lives.
• Realists: to achieve a tempered aspiration.
• Territory committed: considering Charles Darwin because they want to
stay in the Territory.
Outside the Northern Territory:
• Niche seekers: considering Charles Darwin because it specialises in their
area of interest.
• Option seekers: looking for alternative options because their choice is not
available in home state/ country.
• Challengers: looking for something new or different to what is offered
elsewhere.
The Strategy Behind the
Brand Position
A brand is not something dreamt up by a good graphic designer. It is based
on a strategy that aligns it with the attributes and values of the University
itself.

In developing a brand, you will typically start with a lot of information that
seems to be far too broad too express in a simple way. How can the university
possibly come up with a brand position that conveys its broad array of
offerings to such a broad range of target audiences?

The main processes involved are grouping and distillation – grouping together
like attributes and finding ways to represent them more simply.

Research
Extensive research was conducted to help develop the strategy for the brand.
This included:

• A survey of 70 university staff, drawn from all levels and all campuses
and centres, to identify the brand “attributes”
• A telephone survey of 400 people from across the Northern Territory
• Extensive interviews with stakeholders and staff.

Brand Attributes and Values

Every brand has attributes – a set of characteristics that describe what the
brand stands for. Some attributes may change over time.

Attributes are then grouped together to form values. Values are guiding
principles for the brand and change very little over time.

For Charles Darwin University, six brand values have been identified as
shown in the following diagrams.
 vocational
cosmo- focused multi- high-tech

socially politan cultural

embracive user
responsible empathetic
friendly
empowering
responsive
accessible
open
modern
interactive
friendly
non elitist Personal
personal
reflective
intimate
public all
embracing
fair & family
equitable
career unique
Access to a personal, focused
transparent
supportive environment
that provides a catalyst community flexible
entry supporting
for people to succeed. focused

quality
professional
intellectual

distinguished
national
standard

Professional competitive

leadership

egalitarian
A university with proven efficient
professional standards in
education, career development
and research.
 exciting
diverse special
Asian niches
young
tropical
fresh
new
experiences non-
multi-family traditional
association
experienced
Unique student
desert
needed
urban landscapes
(international) indigenous

lifestyle multi-sector
The unique environments in
fun potential to
which we live, work, teach and develop top 4
study provides diverse and geography
exciting opportunities and
lifestyle.

aspirational

pro-active visionary
surprising
fresh proud
inspirational & new growing brave
assertive real
Australia
innovative dynamic

bold ambitious bright

well colours
balanced

passionate Bold Can do

pioneering
fast poised
spirited
adventurous

energy
competitive
A dynamic, innovative cutting
stimulating
edge
& confident keen to
organisation delivering make a
intellectual leadership. difference
 specialist
consistent
responsive
quality
research
good
academic
reputation
intellectual
Savvy positive
experience
tailored

different
smart
social
An ambitious university aligned to investment
business nimble
with a reputation for
providing solutions to
society’s needs.

expert

aspirational
internationally
recognised

nationally
recognised
Recognised

reputable

Dedication to high standards, beacon

social involvement and new
thinking creates a strong
profile nationally and
internationally.

The first three brand values, Professional, Personal and Unique are
current values. It is accepted that these three values already exist in
the organisation.

The two values of Bold and Savvy are latent values – the university is
developing in this direction now.
 Recognised is a desired future value.

professional

unique savvy

personal bold recognised

Current Latent Desired/Future

Values Values Value

Development of a Positioning Line

One of the processes used to develop the brand strategy is to look at the
brand from the consumer’s point of view. A series of questions helps us to
develop statements that describe Charles Darwin University from their
perspective.

Who uses Charles Darwin University?

Charles Darwin is for the unconstrained thinker who is looking for a
new style of education opportunity to equip them for the future.

What value do they get from using Charles Darwin?

Charles Darwin makes you feel like part of something new and
important while fulfilling personal aspirations.

When do they use Charles Darwin?

Charles Darwin gives you the opportunity to make a difference in your
life.

Where do they use Charles Darwin?

Charles Darwin allows you to access learning in a way that’s most
convenient, (be that remotely, on campus, on the job or on line) and to
study at the appropriate level for you.

These statements are then refined further and reworded to express the
thoughts more clearly:
 Charles Darwin:

• Opens up a whole new world of opportunity.

• Connects you to a culture that is explorative and forward
thinking.
• Is the catalyst of change no matter who you are or where you
are in your life.
• Looks beyond traditional solutions.

And with further refinement:

Charles Darwin is a catalyst of change to

• Students
• Employers
• The community
• The Territory
• Established thinking.

It is from this process that the positioning line for the university was
developed:

Charles Darwin University. Change Your World.

Competitor Positioning
If a brand is going to “stand out in a crowd” we need to consider how it sits
against the positioning of competitors.

Are we offering something that other universities, training providers and

research organisations are offering? If so, are we the best at it?

Or are we offering something that is new or different to other

organisations – or a position we can claim as our own?

Interestingly, across Australia (even internationally) few universities or

colleges have developed strong brand positions that could be regarded as
unique.

The following is a snapshot of Australian brand positioning in the market:

Innovation/ Excellence
Deakin Progressive - Relevant - Innovative - Responsive
Curtin Curtinnovation
Wollongong Excellence. Innovation. Diversity.
Macquarie Australia’s Innovative University

Think/ Learn/ Knowledge

Bond Think
Flinders Think – Learn – Lead – Link
James Cook Always thinking ahead.
Western Syd Bringing Knowledge to Life

Leadership
Monash Leading the way

Location
ANU Australia’s national university
Canberra Study in the national capital of Australia

Practical/ Real World

QUT A university for the real world
Univ of SA Experience. The difference.

Personal Attention
Central Qld Uni Where Students Come First
Southern Cross Every Advantage you can imagine

Personal Growth/ Development

TAFE (SA) Discover your possibilities (passive)
Adelaide Uni Life Impact
Uni of Tasmania U think, U develop, U change (about self only)

From this analysis, Charles Darwin University will be looking to own a market
share that no other university or college is actively pursuing.
The Brand in Action
What does it say about us?
• Immediately defines us as unique.
• Bold and will stand out in the crowd.
• Aligned with Territorian attitude.
• Helps to defines our market – tells us who to target and who to forget.
• Clearly aligned with our vision.
• Inviting.
• Inclusive.
• Personal.
• Communal.
• Local.
• Global.
• Reinforces the values of our namesake, Charles Darwin.

What does it mean at an organisational level?

You can only market an empty box for a limited period. We can’t just say we
are something – we must live it.

So the implications of the brand go across the whole organisation:

• Staff – be instigators and promoters of change.

• Environment – create physical change and difference – remind yourself
daily that you are in the business of changing minds and lives.
• Course development – continue the mix of pragmatism and research –
change worlds of all sizes and types – choose research projects that
lead to change.
• Status and reputation – be seen as the beacon of change and
development in the Territory – be the spokespeople that the media turn
to for change
• Future – don’t stand still or be seen to be not making change – change
frequently points of contact (e.g. Website) with the world so you are
seen to be living your philosophy
• Communications – challenge those who seek change – look dynamic
not passive – bold colours, not recessive - springboard from those who
dared to think differently and changed lives.
The Essence of the Brand
Tone of Voice
• Challenging
• Different
• Personal

Creative Style
• Unconstrained
• Young
• Fresh
• Vital
• Bold

Brand Mark

Tee-shirts
Postcard

Banners
Website