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BICS Forum – Brand workshop January 2013
kellyconsults.com
For starters ….
• How the hell did we
get here ?
• What are you doing
here ?
• Open minds !
Do you really love me ?
I’m happy to have a relationship with you……
..BUT
…Understand what REALLY matters to me
…Connect with all of me, not just the part that consumes
…Do stuff that is focused, relevant and personal
…And please, make a difference
Source: Neill Duffy
Passion Branding
We don’t care about YOUR dreams
• Christmas day is in
our grasp
• As long as we have
our hands to clasp
The Brand Pie
• What WE do
• What WE say
• What other people
say
ID is a foundation for consistency
• Logo guidelines
• Size
• Space
• Colour
• Images
• Fonts
• Tone, Voice
• Web
What IS the purpose of BICS
website
• BICS Objectives • 1. To provide a national forum for the administration and governing
bodies of college societies.
• 2. To foster contact and exchange of information between these
aforementioned groups.
• 3. To promote contact and co-operation between the societies under
their administration.
• 4. To promote the interest of College societies throughout Ireland.
• 5. To promote the improvement of society support and facilities
throughout the third level sector.
• 6. To increase knowledge of Societies in third level by research and
surveys.
• 7. To provide support for societies in the third level sector.
Keep your brand purpose credible
• 1. The purpose you agree upon this afternoon WILL have a clear implication on BICS brand
• 2. It should be easily connected to what you plan to do in the future
WHY
What are you like ?
• Personality
• Audience
• Tone
• Timing
• Practice
#1: Determine your brand
personality
• What are your traits
• Why do students like
you
• What is your brand
voice
• Are you
– Serious / professional
– Edgy / innovative
– Funny / informal
#2: Identify your true audience
• Should be receptive
to your message
• Congruent with your
brand purpose
• Align resources with
specific audiences
• Find out more about
your audiences
#3: Develop a consistent tone
• Choose your style and stay with it
• Let the audience become familiar with it
• Multi-personality disorder does not sit well
• Must be linked to personality
#4: Timing is everything
• Know when to
communicate
• Remain informed
• You are
knowledgeable so:
– Offer insights
– Give commentary
– Be regular but don’t
overcommunicate
#5: Practice makes perfect
• Have you a BICS Blog
• Newsletter
• Email campaign
• Communications team
• Social Media – Facebook
Summary
