1. Living the Brand Professional Development Day May 16, 2012

2. The plan for today Brand refresh Brand-aligned experiences Keeping the Cal Lutheran promise 2

3. What is a brand? A brand is a promise – which must be delivered upon consistently with every interaction. A good brand has: 3 Emotion How you want people to feel when they interact with you Differentiation Different from competitors, describing a feeling only you give them Relevance Meaningful to stakeholders, focused on where their needs meet your strengths

4. Brand equity = awareness + value Esteemed Preferred Known for something I care about Known for something distinctive Known for something Known Value Awareness Customers Influencers Employees Shareholders

5. Identity Actions Communications Brand promise is a filter for identity, communication and action Brand Promise Brand Identity Name, Logo, Tagline, Visual System Communications Marketing and P.R. Actions Behavior and Operations

6. Process for developing the Cal Lutheran brand promise Discovery Kickoff meeting with Core Team 25 Stakeholder interviews Materials review Competitive/peer analysis Online survey Survey results presentation to Core Team Brand Platform Development Analysis and brand platform development Core Team Brand Platform presentation Refinement and before-and-after content development Development of Alumni family brand Alumni Brand presentation to Core Team Refinement and Executive Presentation Consensus- Building Working sessions with Work Team 9 and Regents Marketing Committee Presentations to campus stakeholder groups Final presentation to Regents

7. The California Lutheran University brand platform 7 HOW we do it WHO we are Because people who discover and follow their purpose can transform a community – and the world WHY we do it Open-minded students who are seeking to grow as individuals while they excel academically WHO we’re for Provide individualized attention that helps our students pursue their passions and discover their purpose WHAT we do DedicatedEnlightenedEngaged GIVE 1-on-1 attention BALANCE faith and intellect THINK beyond the classroom

8. The California Lutheran University brand promise At California Lutheran University, helping students achieve academic excellence is the beginning of what we do to create outstanding graduates. Our dedicated, accomplished faculty works with small classes of undergraduate and graduate students who are open-minded – about ideas, about people, and about faith – and are seeking to grow as individuals while they excel academically. Both in the classroom and outside of it, everyone at CLU is committed to helping each student pursue their passions to discover their purpose, and follow that purpose to transform their community – and the world. 8

9. Brand aligned experiences Share with your group an experience you had that strongly delivered on a brand’s promise. –What is the brand’s promise? –How did your experience support that promise? (Try not to think about good customer service, but about “on-brand” experiences.) 9 Great design doesn’t have to be expensive OrganizationPromise Creating magic for families Creative expression A premium coffee experience Helping girls grow strong Now, share with your group an experience you had when the brand promise was broken. –What is the brand’s promise? –How did your experience break that promise?

10. Keeping the Cal Lutheran promise Thinking about your job… Write down one thing you do frequently in your job where you deliver on each of our brand actions: –Give 1-on-1 attention –Think beyond the classroom –Balance faith and intellect –Help someone discover their purpose If you don’t have something that you frequently do in one of those areas, is there a place where you could add more of that particular verb? 10

11. 11 Brand development is everyone’s responsibility We are all here to help people discover and live their purpose Every day, think about what you personally can do to deliver on that promise Give 1-on-1 attention Think beyond the classroom Balance faith and intellect

12. Discussion 12