A brand is relationships – how people connect to us and we connect to them
The brand value reflects how our name is perceived
The meaning and value of the brand are used to develop an effective marketing mix (What are we saying and to whom? And do they believe us?)
The value of the brand may have heightened importance due to the intangible nature of a particular organization – how is the value of what we provide assessed?
The route to establishing trust (consistency!)
Why The Brand Matters
It is a comprehensive approach to communicating about who and what we are
The Brand should outlive us; it should embody this University -- its mission, people, values, history and accomplishments
Consistency demonstrates unity and brings the power of oneness
What Constitutes the PVAMU Brand?
The Colors (purple & gold)
The Logo
The Panther
The Seal
The Alumni
The students
The President
The faculty and staff
Image and Reputation
History and Legacy
Brand Opportunities
The Mission
About PVAMU
Press Releases
Publications
The Logo
The Website
Media Relations
Development Activities
Galas and Celebrations
Recruitment
Advertising
Areas Affected
Recruitment (students, faculty & staff)
Development
Media Relations
Government Relations
Morale/School Pride
Alumni
The Plan
How will we strengthen the PVAMU brand?
Determine what we are known for
Decide what we want to be known for
Comprehensive approach
Develop key messages that support brand position
Develop an identity and graphic standards that support those messages
Goals
Assess the PVAMU Brand
Strengthen the Brand
Ensure that the brand is aligned Internally & Externally (clear, consistent messages)
Define key audiences
Determine key messages
Identify & develop communications tools and vehicles
