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Ravensbourne College of Design

and Communication
Building a strong and compelling brand
for the College

February 2008
What we’d like to cover today…

Who we are
What branding is all about
The challenges you’re facing
How we’re planning to tackle them
o, who is Lloyd Northover?
[insert spread of logos from brochure to cover whole
page]
We help build brands…
…in the public sector
…in higher education
…in higher education
…and in the arts
…and in the arts
Our work in higher education
• Anglia Ruskin University • Thames Valley University
• Cardiff University • Universities UK
• City University • University of the Arts London
• College of Estate Management • University of Bedfordshire
• Coventry University • University Campus Suffolk
• DfES • University of Cumbria
• Glasgow Caledonia University • University College London
• HEFCE • University of Derby
• Loughborough University • University of East London
• London Business School • University of Essex
• Oxford Brookes University • University of Hull
• Queen’s University Belfast • The University of Manchester
• Royal Holloway • University of Newcastle
• Royal Veterinary College • University of Southampton
• SOAS • University of the West of England
• Suffolk College • Wales College of Medicine
• Westminster Kingsway College
What we aim to do

We create value for organisations


by transforming how people feel
about them
What we aim to do

We create value for organisations


by transforming how people feel
about them through their brands
their communications
their people
their environments
What exactly is a ‘brand’?
From your own experience...

Think of an organisation
or a product that really
stands out in your mind.
From your own experience...

What sort of qualities


do you associate with it?
From your own experience...

How have you arrived


at this view?
From your own experience...

Did you experience any moments


of truth along the way?
It‘s about delivering messages
and creating the right experiences…

messages
organisation individual
experiences
...to build the right positive perceptions

perceptions
organisation individual
...using all sorts of vehicles

name
visual identity
media coverage
environments
website
products
organisation individual
advertising
word of mouth
quality of service
staff behaviour
But in essence...

communications
name
visual identity
media coverage
environments
products
website
products
organisation individual
advertising
people
word of mouth
quality of service
staff behaviour
places
Your textbook definition…

Branding is the promise of a bundle


of benefits, both rational and emotional,
that provide satisfactions over and above
the functional features of the products
and services on offer.
Your textbook definition…

Branding is the promise of a bundle


of benefits, both rational and emotional,
that provide satisfactions over and above
the functional features of the products
and services on offer.
What you stand for…

purpose

vision values
How you wish to be seen
and experienced…
proposition

purpose

vision values

performance personality
How you wish to be seen
and experienced…
proposition

purpose

vision values

communications,
performance personality
products, people
and places
For example...

The proposition
The computer for the rest of us
The personality
• user-friendly
• a bit quirky
• fun
• creative
For example...

The proposition
The computer for the rest of us
The performance
• intuitive, easy-to-use interface
• distinctive, innovative products
• ground-breaking design
So, what is seen...

brand identity
...is built on

brand identity

what you stand for

what unites staff

what makes you special

what makes you valued

what people actually experience


So, you could say branding is…

…everything that determines how you think and


feel about an organisation, service, product,
person or place.
What’s driving this project?
‘Ravensbourne is
undergoing an exciting
transformation…’

change
‘Ravensbourne is
undergoing an exciting
transformation…’
Chislehurst Greenwich Peninsula
suburban much more central
pleasant environment exciting environment
professionally-oriented totally professional
well regarded highly sought after
broad appeal clear and focused
The challenge

1990’s 2008

where where you where you


you were are now want to be
The challenge

1990’s 2008

where how you’re where you how you’d like where you
you were perceived are now to be perceived want to be
Tackling the project

1990’s 2008

how you’re bridging how you’d like


perceived the gap to be perceived
1 3 2
Conducting Creating Creatively
stakeholder and a powerful engaging with
desk research new brand stakeholders
Tackling the project

1990’s 2008

how you’re bridging how you’d like


perceived the gap to be perceived
1 3 2
Conducting Creating Creatively
stakeholder and a powerful engaging with
desk research new brand stakeholders
Tackling the project

1990’s
Phase 1 Discovery 2008
Phase 2 Development Phase 3 Deployment

1 2
Conducting Creatively
stakeholder and engaging with
desk research stakeholders
Tackling the project

1990’s
Phase 1 Discovery 2008
Phase 2 Development Phase 3 Deployment

1 2
Conducting Creatively
stakeholder and engaging with
desk research stakeholders
Tackling the project

Phase
1990’s1 Discovery Phase 2 Development
2008 Phase 3 Deployment

Phase 1a Brand audit


1 2
Conducting Creatively
stakeholder and engaging with
desk research stakeholders
Phase 1b Primary research
Tackling the project

Phase
1990’s1 Discovery Phase 2 Development
2008 Phase 3 Deployment

Phase 1a Brand audit • review strategic documents


• conduct competitor audit
• audit Ravensbourne
Phase 1b Primary research communications
Tackling the project

Phase
1990’s1 Discovery Phase 2 Development
2008 Phase 3 Deployment

Phase 1a Brand audit • external stakeholders


- thought-leaders
- employers
Phase 1b Primary research - partners
- potential students
Tackling the project

Phase
1990’s1 Discovery Phase 2 Development
2008 Phase 3 Deployment

Phase 1a Brand audit • internal stakeholders


- senior managers
- academic staff
Phase 1b Primary research - non-academic staff
- undergraduate students
- international recruiters
Tackling the project

Phase
1990’s1 Discovery Phase 2 Development
2008 Phase 3 Deployment

Phase 1a Brand audit • exploring


- perceptions of the College
- the competitive landscape
Phase 1b Primary research - the future vision
- your distinctive proposition
- the defining qualities
Before we go…

Two quick questions for you


Finally…
Any questions or comments?