Good Looks and Personality to Boot

Posted on Thursday, September 23rd, 2010 by Debbie Schallock under Integrated Marketing, Positioning, Research. Tags: , , , ,

People are clearly motivated to act based on WHAT a school says about its resources, campus, employees, etc. Also important is HOW brands say these things because the way the WHAT is communicated creates a distinctive personality with which people will want to be associated.

To be successful, we need to know who we are and what we have to offer prospective students, current students, faculty, staff, alumni, donors and the greater community. We also need to possess a confident and distinctive brand personality. Below you can see the personality characteristics that resulted from our work on the three audits described in earlier posts. To determine these traits, the committee identified terms from the positioning statements that serve as authentic descriptors of UNCG (and that closely marry with the statements.)

Take a look at the list. In your experiences with UNCG both past and present, you should recognize the following traits:

  • Authentic and down to earth
  • New challenges
  • Purposeful
  • Real-world oriented
  • Applauds individuality

As we promote the university, these traits (i.e. UNCG’s brand personality) should resonate. In doing so, we will not only communicate with consistency, but also strengthen affinity and improve outcomes for admissions, recruiting, alumni relations and more.

By Mike Fox

Mike Fox, who helps facilitate our IMSC process, is an integrated marketing advisor with deep higher education experience. He is also an adjunct professor of marketing at Wake Forest University.