building the university brand - katie bell mdx uni

Katie Bell

Deputy Vice-Chancellor, Chief Marketing Officer,

Middlesex University

Middlesex UniversityThe brand.Brought to life.

Middlesex University Brand | 1

© Middlesex University

Outline.

Developing the University brand

Bringing the brand to life

Applying the brand in the digital space

Taking the brand into online marketing


Developing the Middlesex Universitybrand



Middlesex University: a “post 92”

Former Polytechnic

Very “supportive” University

Strong widening participation bias

Very international

Easy to get into


Brand reposition: compete on quality

A University of heritage, legacy and quality

A ‘post 92’


The ‘essence’ of what Middlesex University is about has been synthesised into a ‘brand’ via

Research, workshops and conversations amongst

— Staff

— Students

— Stakeholders


© Middlesex University Middlesex University Brand | 7

Core brand thought:

AmbitiousAdjective: A strong desire for success, achievement and distinction


tone of voice

that speaks with confidence, honesty, integrity and realism.


Building up the brand:


Building up the brand


personality is:


3 core brand pillars

Cre ativ e

Ent erp risin g

Glo bal


Brand Pyramid


Ambitious

GlobalCreative

Enterprising

Engaging; Open; GroundedConfident; Determined, Authoritative;


Middlesex University brand in application



The ’brand’ experience needs to look and The ’brand’ experience needs to look and feel engaging: online and offline!feel engaging: online and offline!



We have introduced a dynamic angle to build our communication platform…



We use graphics to create an energy…



…and imagery that is dynamic and human


The brand in the digital space


Challenge: to develop a sector-leading, state-of-the-art website, strengthening Middlesex University’s brand

Solution: to build a website centred on user needs and requirements, showcasing Middlesex University strengths

Developing the online brand:Managing complex priorities

Before and after: home page


Our new website — Home page



Taking the brand through to the website: staff profiles

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Digital marketing.Taking the brand out there…



Generic advertising execution –


Art & Design


Business


Biomedical Science


Computing


Performing Arts


Questions ?Middlesex University Brand | 31