A brand is not a logo, a tagline, or an ad. A brand is a perception. It is how the
world views us and the impression we leave.
What is brand development and management?
Ideally, the world's perception of us (our brand) will align with how we see ourselves
and want to be seen. Brand development and management are all about facilitating that
alignment. By cultivating our brand, we can better express our mission, vision, and
values as an institution and engage our communities.
Why are brand awareness and affinity important?
Increasing brand awareness and encouraging affinity for our brand helps build greater
trust and stronger relationships with our constituents. These efforts serve as a critical
foundation supporting nearly all of ETSU's goals, whether it's engaging the community,
securing funding, achieving national recognition, or recruiting more students. For
example, according to a survey conducted by Niche.com, 69 percent of high school juniors said that a college's name recognition and brand
are important to them.
Sixty-nine percent of high school juniors said that a college's name recognition and
brand are important to them.
2022 Survey, Niche.com
Other considerations
Some of the brand guidelines ETSU has established also are informed by trademark and
licensing considerations. For example, we must limit the use of certain marks or designs
to honor agreements established with retailers.
Retail is an integral part of our brand development strategy, as it
increases visibility in the community
allows individuals to participate in the expression of our brand
builds brand affinity
Effective brand development
Effective brand development centers on the "3 C's": consistency, clarity, and character.
Consistency
Maintaining consistency in messaging and visual assets is critical for building awareness
and recognition. Studies suggest that, on average, a person must be exposed to an
idea, message, or organization at least 7 times before it makes a lasting impression
on their brain. People are less likely to make those crucial connections if our messaging
and visuals vary too widely. Consistent use of color is one of the most potent tactics
in branding. Studies have shown that color is one of the most memorable attributes of a brand's visual
identity and influences people's feelings about the brand.
Clarity
Ensuring that our communication is clear, concise, and impactful is another critical
factor in optimizing our brand. Clarity has become especially important as attention
spans have become more limited and competition for people's attention becomes ever
more intense.
Character
To stand out from the noise and develop strong relationships with our communities,
we must demonstrate authenticity and personality. What are we really like? What makes
us unique? The adage "people want to do business with people" remains true. To build
connections, we must demonstrate that we are an organization driven by people — not
just policies and processes.
Other Guidelines
Please note that all published materials must receive Office of University Marketing
and Communications approval, which Biomedical Communications will coordinate if you
are working with them. For branded items, choose the link at left for details.
The brand guidelines for athletics and ETSU Health follow similar principles to our
academic brand, but each has key differences. Visit the links below to view these
guidelines.