1. BICS Forum – Brand workshop
January 2013
kellyconsults.com
2. For starters ….
• How the hell did we
get here ?
• What are you doing
here ?
• Open minds !
3.
4. Do you really love me ?
I’m happy to have a relationship
with you……
..BUT
…Understand what REALLY
matters to me
…Connect with all of me, not
just the part that consumes
…Do stuff that is focused,
relevant and personal
…And please, make a
difference
Source: Neill Duffy
Passion Branding
5. We don’t care about YOUR dreams
• Christmas day is in
our grasp
• As long as we have
our hands to clasp
6. The Brand Pie
• What WE do
• What WE say
• What other people
say
7. ID is a foundation for consistency
• Logo guidelines
• Size
• Space
• Colour
• Images
• Fonts
• Tone, Voice
• Email
• Print
• Web
9. website
• BICS Objectives
• 1. To provide a national forum for the administration and governing
bodies of college societies.
• 2. To foster contact and exchange of information between these
aforementioned groups.
• 3. To promote contact and co-operation between the societies under
their administration.
• 4. To promote the interest of College societies throughout Ireland.
• 5. To promote the improvement of society support and facilities
throughout the third level sector.
• 6. To increase knowledge of Societies in third level by research and
surveys.
• 7. To provide support for societies in the third level sector.
10. Keep your brand purpose credible
• 1. The purpose you
agree upon this
afternoon
WHY
WILL have a
clear implication on
BICS brand
• 2. It should be easily
connected to what
you plan to do in the
future
11. What are you like ?
• Personality
• Audience
• Tone
• Timing
• Practice
12. #1: Determine your brand
personality
• What are your traits
• Why do students like
you
• What is your brand
voice
• Are you
– Serious / professional
– Edgy / innovative
– Funny / informal
13. #2: Identify your true audience
• Should be receptive
to your message
• Congruent with your
brand purpose
• Align resources with
specific audiences
• Find out more about
your audiences
14. #3: Develop a consistent tone
• Choose your style
and stay with it
• Let the audience
become familiar with
it
• Multi-personality
disorder does not sit
well
• Must be linked to
personality
15. #4: Timing is everything
• Know when to
communicate
• Remain informed
• You are
knowledgeable so:
– Offer insights
– Give commentary
– Be regular but don’t
overcommunicate
16. #5: Practice makes perfect
• Have you a BICS
Blog
• Newsletter
• Email campaign
• Communications
team
• Social Media
– Facebook
– Twitter
– Linkedin
