1. BRANDED LET YOUR MESSAGE SHINE THROUGH NOOR IBRAHIM & KELLY ANN RYAN

2. TODAY’S PRESENTATION I.What is branding? II.How we get it wrong III.Defining your brand IV.Creating buy-in V.Principles of successful branding VI.Going helium VII.Tips for successful advertising Branding 101

3. Kelly Ann Ryan Assistant Director of Residence Life & Coordinator for Diversity Programs Cedar Crest College Allentown, PA Noor Ibrahim Resident Director William Paterson University Wayne, NJ MEET THE PRESENTERS

4. SHIFT By Peter Arnell “Shift – a slight move in your attitude, in your thinking, in your behavior, or your life.”

5. WHAT IS SHIFT? To put (something) aside and replace it by another or others; change or exchange: to shift friends; to shift ideas. Shift is a change that lets you see yourself in a new light. Applying Shift to your life and career requires knowing what to keep, what to shed, and what to completely transform. Shift is about branding and branding is more than just advertising.

6. WHAT IS BRANDING? Branding is about creating an emotion.

7. BRANDING: HOW WE GET IT WRONG The use of fear How do we use fear as a tactic in our profession? Lack of Consistency Are we projecting a consistent brand in all of our departmental materials and through our actions? Is our departmental brand consistent with our institution’s brand? Is our departmental brand consistent with our core values? Are we too assessment driven? Are we giving our customers what they want, or what we think they want ? Are we giving them what they need, or what we think they need? Do we use feedback at the expense of sacrificing who we really are?

8. DEFINING YOUR BRAND Find the inner truth about the message of your product Who are you and what are you offering? “The hidden emotional truth behind the reach and impact of branding is that people want to belong to something larger than themselves.” How can students fulfill their dreams and identities through us? Be authentic, be straightforward Authenticity is the starting point of branding Offer the lowest price or the best value Our students are our customers, are they getting the best value? What do you really offer to others? Think about what you really offer your students – not what you tried to offer them in the past or what you hope to offer them in the future.

9. CREATING BUY-IN Ask customers to “join “ the product People will adopt ideas or concepts that feel like their own Create an invitational mindset We are having a party and you are invited Get everyone to share and adopt your mission Change is in invitation Use marketing to drive learning Market the benefits of something (such as a policy) rather than just informing others of the information Create your own fan club – “we are who we love” Get other to “join” you

10. PRINCIPLES OF ANY SUCCESSFUL BRANDING CAMPAIGN Generate news and newness Retain current audiences while expanding appeal Revitalize brand image Tap into pop culture for relevance Live up to brand promises on a functional and emotional level

11. GO HELIUM Rise above your worries and concerns People will adopt ideas or concepts that feel like their own. Don’t be afraid to live in a world of original ideas Unleash your own imagination Do we pass a lot of old ideas around, or do we create new ones? Embrace mistakes They are how you learn what not to do Be a tiger Don’t worry if people think you’re a little crazy – as long as you’re doing what feels right, that’s ok!

12. THE BIG PICTURE REMEMBER THIS AS YOU ENHANCE YOUR BRAND: Everything contributes to your brand Verbal communication Written Communication Marketing Philosophies/mission “Branding is intended as a gift you give to others, who will make your brand their own.”

13. THANK YOU FOR JOINING US Kelly Ann Ryan kryan@cedarcrest.edu Noor Ibrahim NoorYIbrahim@gmail.com Please enjoy the rest of the conference