A university department uses branding to build confidence for an impending certification visit

Basis consulted with Bowie School of Education (Bowie, MD) to assist them in the process of defining their image so that they could provide a cohesive, strong presentation for a visiting team from their certification body. When the Basis team first met with the client, they identified that different audiences, such as teachers, other schools within the university, staff and potential employees, also saw the school differently from each other—a classic branding problem. To compound this confusion of what the school was about, the school was also seen differently within one group—for example, one set of students saw the school differently than another set of students.

Through Basis’ ensuing research and investigations, it was found that people saw the school through three frames of reference: 1. As a historically black college with a sense of tradition influenced by the nation’s capital; 2. As an educator of students from internationally diverse cultures; and 3. As a campus for young, forward-thinking, physically fit and smart individuals. The historical and diversity angles were recommended, and were combined into the overall brand for the school. During the brand implementation phase, Basis created color-coded templates for each of the departments, several distinct brochures, and a multimedia presentation targeted at career counselors.

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