Branding consultations underway
With the Board of Governors’ endorsement last month of a revised visual identity, the University of Saskatchewan is now moving forward with branding consultations and review that by next fall will develop a stronger brand for the U of S.
The aim of the process, being led by University Communications, is to align key U of S messages and its brand with the institution’s strengths and strategic directions, so it is better positioned in the minds of people both nationally and internationally.
Ghislaine McLeod, Director of University Communications, says a branding website has been launched at www.usask.ca/branding which provides information and a preliminary timeline for the process. She adds her office will work with faculty, staff, students, alumni, business and government as it co-ordinates development of the brand.
“There will be many opportunities over the next few months for people to provide input and feedback,” McLeod says. “We want to hear from everyone as we develop a consistent message that will convey the University of Saskatchewan’s exciting mix of great teaching, leading research, top facilities and campus beauty to the world.”
McLeod says in the absence of a deliberate brand position, the risk is people will develop their own impressions of the institution that may be inconsistent with the strategic directions of the University.
An initial branding audit and stakeholders survey has been done, and early branding discussions have been held with senior bodies on campus like Dean’s Council, the President’s Executive Committee, Senate, and Council’s Committee on Outreach and Public Service. More are planned, including with the U of S Students’ Union. Results of the consultations will be presented to faculty, staff, students and the Board of Governors in the spring, and launch of the new brand will take place next fall.