By Meghan Clark, Director, Brand and Marketing
In 2021, Vancouver Island University launched its first Strategic Plan, People, Place, Potential. The plan outlines six commitments for the next five years including welcoming a larger population of learners and becoming the region’s first point of call for research and expertise. The higher education environment is increasingly more competitive. To achieve these goals, VIU must clearly differentiate itself from other institutions and stand for something in the minds of potential students, community partners and other audiences. When people hear ‘Vancouver Island University’, they should have a similar understanding of who we are, what our values are and what sets us apart from other institutions. VIU needs a well-recognized brand.
A brand is more than a logo. A brand is how you are perceived by your audiences and includes the thoughts, feelings, and opinions they associate with you. A brand strategy guides decision-making to create connection with your audiences and ensure you are perceived in an authentic way. VIU has engaged Stormy Lake Consulting to assist in the development of a comprehensive brand strategy that includes identifying the unique VIU story, finding the VIU voice and updating VIU visual designs. When used consistently together, these elements will build a brand that evokes emotion and creates strong affinity for the university.
Over the past several weeks, we have heard from our faculty, staff, students, and external community, including alumni and donors. Thank you to everyone who participated in these conversations. You have provided great insight into VIU’s strengths and opportunities. Stormy Lake is now analyzing the information collected along with comparator research and will be developing the VIU brand model.
Once complete, the brand model will provide a framework for all the decisions we make when we communicate with our audiences. The framework will capture the humanity of VIU, with personality features and traits that can be emphasized or downplayed depending on the audience. This versatility will ensure there are elements of the brand that resonate across all audiences and can be applied in a variety of campaigns and platforms. However, for the brand to be impactful and recognized, it must be used consistently. Resources including a key messaging matrix, updated visual style guides, and training sessions will be made available to help you use the new brand.
The new brand will be launched in alignment with the next recruitment cycle and Vancouver Island University’s 15th Anniversary. Commitment from everyone at VIU to using the new model consistently will ensure VIU is best positioned to achieve its strategic goals.
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