How to build an institutional identity on a solid foundation

Hello colleagues,

In this issue, the Office of Marketing and Strategic Communications team has gathered a behind-the-scenes tour of efforts to support the University as we work together to build a Western identity of undeniable strength.

How does a Western story get on TV? What does it take to keep our website visible and to draw an audience? What happens before the shutter closes on that arresting photo? Why do we need to refresh our visual identity? Read on to learn more.

Our first stop on the tour answers the question, “What does it take to strengthen a university identity?”

The simple answer is unrelentingly consistent experiences and messages over a long period of time. There are examples that are familiar to us all that illustrate this: AT&T, Nike and The Walt Disney Co. are the strongest brands in their categories because each has provided a consistent and valuable experience over decades. Regardless of the role they play in our personal lives, we know exactly what they stand for and what to expect from them. These organizations are very large with a wide array of offerings. Though at a different scale, the same is true of Western. The banner under which we aim to offer a consistent experience is Rethink Smart: the promise of a meaningful career and a life well-lived that is built on purpose. This focus enables the consistency of experience and message needed to build a strong identity. So, why are consistency and time important anyway? There are many reasons, but I’ll offer just three:

The rule of 27. People notice about 1 in 3 messages to which they are exposed. And they have to receive a message nine times before they will act. So, as communicators, we must convey a message at least 27 times before it has an effect, probably more for a complex university. Attention is precious and fleeting. So when we have it, we must be compelling, brief and resonant. When our messages and the direct experiences people have with WMU resonate among each other, our identity is strengthened. When they are discordant or conflicting, it’s weakened. Simple to say. Hard to do.

Show, don’t tell. Stories are much more engaging and influential than facts and figures. A steady flow of human-centered stories that exemplify Western, and that resonate with each other builds an overall identity that is impressive and draws others in. Rethink Smart gives us a framework to create shareable stories that resonate.

Friends and Neighbors. The most influential communication medium is not TV, websites or billboards. It’s the trusted people we know. We rely on our friends and family for recommendations. The number of people who will share a great ad or news story pales in comparison to friends sharing their experiences. Rethink smart provides a mental framework on which we can build positive experiences that get shared and build prestige and strength in our identity.

We enjoy working at a strong university. After all, nine in ten people across eight audiences have an overall positive impression of Western. By working together and finding our particular expression of the vision offered by Rethink Smart, we can create an undeniably first-choice identity.

In partnership,

Tony Proudfoot
Vice President for Marketing and Strategic Communications