A strong, relevant brand connects us to our current and intended audiences. Being clear, consistent, and differentiated tells people who we are and what we stand for. It means they know us when they see us. It impacts all of our metrics from applications and enrollment to retention and employer hiring to donor giving and alumni engagement to hiring and retaining the best faculty and staff.
A brand goes well beyond a product, service, logo, name or tagline. It's the sum total of all of the images and feelings that someone holds about a particular company or particular product or family of products. A brand is a promise we make to our current and prospective audiences and the larger marketplace.
One of the traits of great brands is their employees tend to feel true ownership and passion for the company and the services they provide. A consistent and identifiable brand that is understood and internalized within an organization is better understood by external audiences as well. It then becomes a rallying cry and a focal point to inform and inspire everyone connected to the brand.
Loyola University Chicago’s Brand and Graphic Standards provides a guide to everyone responsible for creating communication and marketing materials in their roles at the University.