Branded

1. Branded Let your message shine through Noor Ibrahim & Kelly Ann Ryan

2. Today’s Presentation Branding 101 • What is branding? • How we get it wrong • Defining your brand • Creating buy-in • Principles of successful branding • Going helium • Tips for successful advertising

3. Meet the Presenters • Noor Ibrahim • Resident Director • William Paterson University • Wayne, NJ • Kelly Ann Ryan • Assistant Director of Residence • Life & Coordinator for • Diversity Programs • Cedar Crest College • Allentown, PA

4. Shift “Shift – a slight move in your attitude, in your thinking, in your behavior, or your life.” By Peter Arnell

5. What is Shift? • To put (something) aside and replace it by another or others; change or exchange: to shift friends; to shift ideas. • Shift is a change that lets you see yourself in a new light. • Applying Shift to your life and career requires knowing what to keep, what to shed, and what to completely transform. • Shift is about branding and branding is more than just advertising.

6. What is Branding? • Branding is about creating an emotion.

7. Branding: How we get it wrong • The use of fear • How do we use fear as a tactic in our profession? • Lack of Consistency • Are we projecting a consistent brand in all of our departmental materials and through our actions? • Is our departmental brand consistent with our institution’s brand? • Is our departmental brand consistent with our core values? • Are we too assessment driven? • Are we giving our customers what they want, or what we think they want ? • Are we giving them what they need, or what we think they need? • Do we use feedback at the expense of sacrificing who we really are?

8. Defining your brand • Find the inner truth about the message of your product • Who are you and what are you offering? • “The hidden emotional truth behind the reach and impact of branding is that people want to belong to something larger than themselves.” • How can students fulfill their dreams and identities through us? • Be authentic, be straightforward • Authenticity is the starting point of branding • Offer the lowest price or the best value • Our students are our customers, are they getting the best value? • What do you really offer to others? • Think about what you really offer your students – not what you tried to offer them in the past or what you hope to offer them in the future.

9. Creating buy-in • Ask customers to “join “ the product • People will adopt ideas or concepts that feel like their own • Create an invitational mindset • We are having a party and you are invited • Get everyone to share and adopt your mission • Change is in invitation • Use marketing to drive learning • Market the benefits of something (such as a policy) rather than just informing others of the information • Create your own fan club – “we are who we love” • Get other to “join” you

10. Principles of any successful branding campaign • Generate news and newness • Retain current audiences while expanding appeal • Revitalize brand image • Tap into pop culture for relevance • Live up to brand promises on a functional and emotional level

11. Go Helium • Rise above your worries and concerns • People will adopt ideas or concepts that feel like their own. • Don’t be afraid to live in a world of original ideas • Unleash your own imagination • Do we pass a lot of old ideas around, or do we create new ones? • Embrace mistakes • They are how you learn what not to do • Be a tiger • Don’t worry if people think you’re a little crazy – as long as you’re doing what feels right, that’s ok!

12. The big picture Remember this as you enhance your brand: • Everything contributes to your brand • Verbal communication • Written Communication • Marketing • Philosophies/mission • “Branding is intended as a gift you give to others, who will make your brand their own.”

13. Thank you for joining us Please enjoy the rest of the conference • Kelly Ann Ryan • kryan@cedarcrest.edu • Noor Ibrahim • NoorYIbrahim@gmail.com