Common Questions
Q: What is a brand? Why brand?
A: Brand is reputation. Branding is the process of strategically presenting and promoting our university through every point of internal and external contact, including message, tone, culture, opportunity, promise and visual representation. Our brand is about much more than images, messages and logos. Our brand is the sum total of all associations made with UNB. Our positioning will be the result of our researched, documented and agreed upon desired brand associations. Branding is the process of influencing those associations. Logo, visual identity, and/or taglines are simply reflections of the brand.
In Canada such programs have been implemented with varying degrees of success at UBC, Mount Allison, Wilfrid Laurier, Guelph, York, Saskatchewan, Ottawa, and Carleton. In each case, their goals were the same: Identify that which makes them unique and leverage it to create greater awareness and brand preference.
Q: Who needs to be involved?
A: Everyone. While the project is being lead by Communications and Marketing, we invite everyone to become part of the brand process. You will be asked to participate in research in the near future. This website is one way you can stay up to date with the process and contribute input along the way. We invite you to send your comments or questions to brand@unb.ca.
Q: When will this take place?
A: It's already started! Communications and Marketing has begun the work.
Q: What is the process?
A: This branding effort is being led by the president and encompasses the entire UNB community. We have engaged SimpsonScarborough, a firm that specializes in higher education research, to conduct extensive quantitative and qualitative research. We need to understand the perceptions of our key target markets: students, staff, faculty, alumni, donors and the general public. They will then transform their findings into detailed strategic recommendations.
An internal Brand Management Committee will work closely with Communications and Marketing and SimpsonScarborough throughout the project.
Q: Why did you choose SimpsonScarborough to do this work?
A: SimpsonScarborough's sole focus is on higher education research. Higher education marketing presents unique challenges and opportunities that require a deep understanding of how to navigate the environment. Solid research will lay the foundation for brand development and future success. SimpsonScarborough is an internationally recognized higher education research firm that has extensive experience using sophisticated qualitative and quantitative research techniques.
Q: Is the project about developing a new logo and tagline?
A: No, logos and taglines are expressions of a brand. A brand is the sum total of all that is known, thought, felt and perceived about an organization. However, these may be developed as part of the recommendations resulting from the research.
Q: Will the university's visual identity change?
A: The current visual identity system will be reviewed as part of the brand project. How much it will change will be based on research on how the university is perceived by key audiences. We will also research our strengths and areas of differentiation. From that research a brand strategy will be developed that will guide the look, tone of voice and messaging of the university’s identity.
Q: How is the university funding this project?
A: The project is financed entirely by UNB donors who believe in the university and the benefit of a strong institutional brand.
Q: Our faculty/unit/group has a custom logo; can we keep using it?
A: In the interim, yes. From the research a brand strategy will be developed that will guide the look, voice and messaging of the university’s identity. Until a new identity is determined, existing logos may continue to be used. New logos are not to be developed until the new identity is determined.
Q: How can I get more information on our university brand, including new logos and visual identity elements?
A: Communications and Marketing will be distributing revised visual identity guidelines in the coming weeks. They will be posted on this website as well. The expectation is that all staff, faculty and vendors will review and follow the revised visual identity guidelines. In the meantime, for more information please contact Carey Smith, Manager, Brand and Integrated Marketing.
Q: I would like more information or provide feedback. Who should I contact?
A: For more information, please contact Carey Smith, Manager, Brand and Integrated Marketing, or Janis Downey, Director, Communications and Marketing, or email brand@unb.ca.
