01 Brand positioning | Brand position Back to table of contents
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BRAND position
We can position our brand through tone of voice and visual communications .
Our positioning
• Core values – Mission statement
• Brand pillars
• Tone of voice
• Core messages
Visual communications
• Imagery and video
• Typography
• Colour palette
• Logo
Our approach
To be confident and consistent in all of our brand messaging – including our visual identity , tone , imagery , and video – and to use sophisticated storytelling to demonstrate who we are and what we do in order to attract high-calibre students , colleagues and partners .
We will do this via the following principles :
Informed We put market research first and foremost – what do external audiences want from us ?
Content Stories are more important than straplines – we are communicating an experience and our excellence .
Authentic We need to genuinely articulate what is unique about Keele in wording and media .
One identity Our brand is strengthened when we all use one shared visual identity externally : Keele typography , Keele colours , the Keele logo , Keele imagery . Additional graphical devices and logos can confuse the audience and dilutes our core brand .
This university understands the importance of sustainability
SIR DAVID ATTENBOROUGH , 2019