CASE All Districts Online 2023-Finding Your Identity: How Proper Branding Can Make all the Difference

Video Transcription

Video Summary

In the video, Allison Lanier and Kyle Benjamin discuss the process behind the rebranding of Carson-Newman University. The project involved collaboration between the university's internal team and the agency Up&Up. The team conducted qualitative research to gain insights into the perception of Carson-Newman and its brand. They also conducted a competitive assessment to differentiate the university's brand from others in the market.<br /><br />The team developed brand pillars and a brand promise, which focused on Carson-Newman's uniqueness and its commitment to academic excellence. They also worked on creating a brand essence and developing visuals to bring the brand to life. The team presented two campaign concepts, and the university decided to move forward with the "Found" concept.<br /><br />The rebranding effort included various components such as logo development, print materials, a website redesign, and commercial production. The team worked closely to meet tight deadlines and make the brand come to life. The university implemented the new brand through print materials, media buying, social media campaigns, and brand training for internal stakeholders.<br /><br />The rebranding effort has resulted in increased deposits and commitments from prospective students, yielding a significant return on investment. The university is continuing to refine its brand implementation and address compliance issues with stakeholders who may not be using the new brand correctly.<br /><br />Overall, the rebranding project required a combination of in-house work and agency collaboration, with the agency serving as a force multiplier for the university's internal team. The university has implemented measures to monitor and enforce proper usage of the new brand. They are also providing guidance and support to stakeholders who have questions or may need assistance with adhering to the new brand guidelines.

Asset Caption

CASE Career Level: 4
CASE Competencies: Industry/Sector Expertise

Keywords

rebranding

Carson-Newman University

collaboration

brand pillars

brand promise

visuals

brand implementation

prospective students