Living the Brand Professional Development Day May 16, 2012

1. Living the BrandProfessional Development DayMay 16, 2012

2. The plan for today • Brand refresh • Brand-aligned experiences • Keeping the Cal Lutheran promise

3. What is a brand? EmotionHow you want people to feel when they interact with you DifferentiationDifferent from competitors, describing a feeling only you give them RelevanceMeaningful to stakeholders, focused on where their needs meet your strengths A brand is a promise – which must be delivered upon consistently with every interaction. A good brand has:

4. Brand equity = awareness + value Awareness Esteemed Preferred Known for something I care about Known for something distinctive Known for something Known Customers Influencers Employees Shareholders Value

5. Brand promise is a filter for identity, communication and action Brand Promise Brand IdentityName, Logo, Tagline,Visual System Communications Actions Identity CommunicationsMarketing and P.R. ActionsBehavior and Operations

6. Process for developing the Cal Lutheran brand promise

7. The California Lutheran Universitybrand platform WHO we’re for Open-minded students who are seeking to grow as individuals while they excel academically WHAT we do Provide individualized attention that helps our students pursue their passions and discover their purpose WHY we do it Because people who discover and follow their purpose can transform a community – and the world HOW we do it GIVE1-on-1 attention THINK beyond the classroom BALANCEfaith and intellect WHO we are Dedicated Engaged Enlightened

8. The California Lutheran University brand promise At California Lutheran University, helping students achieve academic excellence is the beginning of what we do to create outstanding graduates. Our dedicated, accomplished faculty works with small classes of undergraduate and graduate students who are open-minded – about ideas, about people, and about faith – and are seeking to grow as individuals while they excel academically. Both in the classroom and outside of it, everyone at CLU is committed to helping each student pursue their passions to discover their purpose, and follow that purpose to transform their community – and the world.

9. Brand aligned experiences Organization Promise • Share with your group an experience you had that strongly delivered on a brand’s promise. • What is the brand’s promise? • How did your experience support that promise? (Try not to think about good customer service, but about “on-brand” experiences.) • Now, share with your group an experience you had when the brand promise was broken. • What is the brand’s promise? • How did your experience break that promise? Creative expression A premium coffee experience Great design doesn’t have to be expensive Creating magic for families Helping girls grow strong

10. Keeping the Cal Lutheran promise Thinking about your job… • Write down one thing you do frequently in your job where you deliver on each of our brand actions: • Give 1-on-1 attention • Think beyond the classroom • Balance faith and intellect • Help someone discover their purpose • If you don’t have something that you frequently do in one of those areas, is there a place where you could add more of that particular verb?

11. Brand development is everyone’s responsibility We are all here to help people discover and live their purpose Every day, think about what you personally can do to deliver on that promiseGive 1-on-1 attention Think beyond the classroom Balance faith and intellect

12. Discussion