Branding is the process of telling a story through imagery, colour, and values. Branding involves creating a unique and memorable name and image/logo, combined with establishing a brand ethos or brand identity.
In my role as a Marketing Communications Assistant for Conestga’s Career Services Department, I worked alongside graphic designer, Steven Tachauer, to rebrand the department. My market research revealed a gap between the percentage of students who where aware of Career Services and the percentage that actually used the services – suggesting that the benefits of using the services were not effectively being conveyed to students.
My research also revealed that students were unaware of the location of the Career Services Department on campus and that they did not identify with the logo and brand. During focus groups, students identified that careers made them apprehensive. They saw it as a problem to be dealt with in the future and not something you could work on now.
We picked bright yellow to reflect optimism and positivity, and also because we noticed that warm colour tones were almost non-existent in the branding of all other student services on campus. The brand ethos was simple: Careers are complicated. Career Hub is here to help.
We presented two logos to students and they all picked the following:
We created swag, student brochures, faculty guides, and advertisements to reflect our brand. We targeted not only students, but also faculty because they had direct access to our primary student target market.
I aimed to increase student awareness by 10% in one year. Given that the brand was launched in September of 2015, we will know the result of this launch by Spring 2016 based on Conestoga’s Year-End Student Survey.
Often, branding is done for a company or organization, such as Conestoga’s Career Services, I have also taken the ideas behind branding and applied it to myself by creating a personal brand.
I chose to base my brand around art deco art and imagery. Art deco is an artistic movement that emerged during the 1920’s. Think: The Great Gatsby, meets geometric shapes, mixed with ornate detailing, and rich colours.
Below, I have an overview of the components of my personal brand.