2. VERBAL ASSETS CRITICAL. SUPPORTIVE. ALIGNED.

3. 01. CRITICAL. Verbal assets are the most critical aspect of any brand. Without them there is no identity at all. No big idea. No creative campaigns. No UNLIMITED. 18/11/2015 WEB FORUMPAGE 3 VERBAL ASSETS CRITICAL

4. VERBAL ASSETS SUPPORTIVE 18/11/2015 WEB FORUMPAGE 4 “You will never talk about your brand without using the name. Unlike the logo, it’s the one touch-point that follows every single interaction with the brand. In written or verbal conversation, the name is always part of the dialogue. Simply put, your brand name follows you wherever you go,” Greg Lipman, CEO of CBX Branding Agency New York. 02. SUPPORTIVE.

5. VERBAL ASSETS ALIGNED 00/00/0000 FILE NAME GOES HEREPAGE 5 03. ALIGNED. What we say and how we say it must align Our key messaging, story banks, tone of voice and language guidelines should be aligned to the visual and behavioural assets of our new brand identity and positioning, support our brand communications objectives and are aligned to our goals and objectives as outlined in the University’s ‘Secure Success’ Strategic Plan: 2015-2020. Aligned messages for every situation Having a set of clearly differentiated messages helps in determining what we say across a range of situations. Key messaging therefore must be appropriately segmented and adapted to ensure it is appropriate and meaningful to each target audience. Key messaging must also be able to be substantiated by compelling reasons or proof points that further communicate our success stories, unique attributes and impact within the context of our Strategic Plan.

6. VERBAL ASSETS ALIGNED 00/00/0000 FILE NAME GOES HEREPAGE 6 03. FOR EXAMPLE. What we used to say The University has a reputation for teaching and learning excellence. Students will be challenged and stretched to learn from inspiring, enthusiastic teaching staff at the forefront of their fields. The University has an extensive and diverse array of analytical capabilities that address a range of industry needs. University staff provide expert advice on the right techniques to use, conduct experiments, and then work with clients and research partners on the interpretation of results. What we say now As a dynamic place of learning, we continue to challenge traditional notions of what a university ‘should’ be by pushing the boundaries of how knowledge is exchanged.

7. 00% PRIORITIZE. CONSIDER. Our target audiences. Our key messages. Our brand voice. Our storybanks. VERBAL ASSETS HOW TO SECTION 18/11/2015 WEB FORUMPAGE 7 Using the Verbal Assets

8. 00% Broaden the depiction of Western Sydney to include all ethnic backgrounds: including Anglo-Celtic Australians, not just ethnic. Broaden the message so that it resonates more widely: with people from all over Sydney, Australia and internationally – not just young people from Western Sydney. Do not focus too much on the difficulties, hurdles and disadvantages of being from Western Sydney and removes the overly-emotional language. Do not over-promise – We are not an open university, but a place of learning for those determined to succeed (with pathways to learning and overcoming hurdles). VERBAL ASSETS HOW TO SECTION 18/11/2015 WEB FORUMPAGE 8 Verbal Asset Helpful Hints Remove the term ‘Greater Western Sydney’ – instead we refer to Western Sydney. Use great testimonials from successful students and alumni.

9. LOCATE. Western Sydney University has a brand identity site to answer all your questions and provide resources such as this template. You will also find the most recent versions of the Brand Identity and Verbal Assets Guidelines. It’s a secure site that requires your staff login. So jump in and update your pages. The opportunities are UNLIMITED. VERBAL ASSETS HOW TO SECTION 18/11/2015 WEB FORUMPAGE 9 Using the Verbal Assets