It’s award season. The time for red carpets, black ties, and fancy gowns; hosts hungry to embarrass or offend; and snubs (either by systemic issues of equality or a critical eye). And I’m a movie fan.
This year, two of my favorite films (and two of the highest grossing) didn’t catch much of a glance for awards. While Creed and Star Wars: The Force Awakens may not have earned critical acclaim (save a nostalgic nomination for Sylvester Stallone and some nods in technical fields), they displayed a mastery in sticking to their film brands. Both movies honored story lines of good vs. evil, family and friendship, fallen heroes who find something within themselves (or a deeper force), and overcoming adversity while conquering a huge challenge. There were familiar faces and storylines that rekindled a fascination with long-standing fans while setting the stage for generations to come. In a nutshell: They re-booted the franchises.
It’s a lesson that higher ed professionals should consider as they look to build strategies that span generations of faithful alumni while attracting new prospects, families, and interest in their schools. Sometimes, as we design brand strategies for colleges and universities, we – rightfully so – want to project a forward vision for our institutions. The best brands, however, find a way to incorporate a certain amount of the nostalgia that represents things that are true or emotional from the past.
Look no further than two SimpsonScarborough clients for great examples.
Missouri University of Science and Technology is a client of ours going back to 2007 when the university, then known as the University of Missouri-Rolla, contacted us to conduct research to determine if a name change was right and to help create the new (at that time) Missouri S&T identity and logo.
The university has made great strides since its name change, but questions remained as they built a new strategic plan—were they known outside the region, what were they known for, how did various audiences perceive them, and did a negative halo or confusion surround them because of the name change? They contacted us last year to conduct an extensive research project to search for the answers. Our findings provided critical insight to their branding process, including that less than one percent of non-alumni audiences and less than 10 percent of alums across generations (and two other previous university names) referred to the university as anything other than Missouri S&T.
Armed with data-driven insights, Missouri S&T created a brand strategy that will not only help them reach key goals outlined in their strategic plan but also brings together a rich history with a forward-looking vision just like the aforementioned film-franchise reboots. For Missouri S&T—a school originally named Missouri School of Mines and Metallurgy, with “Joe Miner” as its mascot—that strategy is tightly told in a new positioning theme, Miners dig deeper. Read more about Missouri S&T’s brand strategy and see their terrific new brand guidelines site here.
Likewise, North Carolina State University looked to its heritage when building a brand that echoed its institutional truth while bringing forward a sense of pride in how the university delivers. NC State is a place where things get done. You won’t find ivy-covered walls or flowery mottoes here; it’s a place where people roll up their sleeves, walk the campus bricks, and do amazing things.
Accordingly, NC State’s marketing communications team has crafted a wonderful brand theme, Think and Do, meant to demonstrate how the “university merges creative, innovative ideas with purposeful action.” See NC State’s brand strategy here.
As we have worked with the team at NC State to craft a name and creative concept for its upcoming comprehensive fundraising campaign, we’ve learned just how resonant and true the ideas of Think and Do are. Ask any alum and they agree that Think and Do is NC State. But just as important, it’s their NC State, whether they graduated in 1960 or 2015.
There’s power in brands with a legacy, heritage, and history. And as you work to find or sharpen your institution’s brand strategy and voice, be sure to harken back to your campus’s own Rocky Balboa or Luke Skywalker.
