What is a brand?
There are countless definitions for “brand” – what each of these definitions have in common is that a brand is an authentic promise for anyone who interacts with the university.
What was the process for discovering Florida State University’s brand?
Discovery of the Florida State brand was a multi-year, collaborative effort involving the input of many individuals and groups, both inside and outside of the university. This initiative was initially led by a Brand Development Task Force, which was composed of individuals from the Office of University Communications and the Communicators' Network. University administrators, faculty, alumni and students, as well as other university stakeholders, were then engaged through face-to-face meetings, surveys and focus groups as the brand development process evolved.
Why would a university need a brand?
Each university has core values and beliefs that guide its overall mission. A distinct and memorable brand is an efficient and effective way to convey those values and beliefs to others.
What is a brand platform?
A brand platform is the set of values, keywords, promises, evidence and creative expression that support and define an organization’s brand.
You say Florida State’s brand is “authentic.” What do you mean by that?
Florida State’s brand is authentic in that it not only represents the university’s core values and beliefs, but also was created, tested and supported by Florida State stakeholders. It relates who the university is and is expected to be.
What is the “shelf-life” of a brand? How long will we use the brand platform?
The brand concept will be used for as long as the core values of the institution remain relevant and unchanged. However, the creative concepts will continue to be refreshed to remain effective.
What is included in the brand guidelines?
The brand guidelines website contains an abundance of information designed to educate and help university stakeholders employ Florida State’s brand. The site contains helpful tips, links to other resources, downloadable files and helpful tools such as “style tiles” that make using Florida State’s brand fast and easy.
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