The College of Charleston brand is an expression of who we are as a university and what we stand for – it’s what differentiates us from the competition and helps us connect with our target audiences on an emotional level.
The world has changed dramatically since the College of Charleston went through its last brand study. There are new cultural, political and economic forces driving global change. And the College of Charleston is recruiting and educating a whole new generation of students whose expectation of what a college experience should do for them is different from those of previous generations. So, it’s important to define the College of Charleston brand in a way that positions it in today’s competitive higher-education landscape.
That’s why, over the last year, the College of Charleston engaged Milwaukee-based Birdsall, Voss & Associates (BVK) to conduct a study evaluating the strength of the College of Charleston brand. The University Marketing and Enrollment Planning team provided BVK with all available research documents. Examples included the most recent alumni study, Kennedy & Co. research, admitted students surveys and more. In addition, the BVK team conducted interviews with members of the senior leadership team, deans, faculty, staff and students. They also performed a thorough audit of existing brand materials and conducted a competitive audit of peer institutions.
On Tuesday, April 19, 2022, BVK presented their findings to faculty and staff through virtual brand rollout presentations. Around 200 faculty and staff members attended; those who weren’t able to attend may watch recordings of the presentations and view the presentation slides here.
BVK found that originality is the word that best defines the College of Charleston. Its people embrace change and carve out something different. It’s a university like no other – authentic, novel and unique. By embracing the unique spirit of our campus community, we can position the College of Charleston as a forward-thinking institution with a focus on experiential learning.
Ultimately, Extraordinary Happens Here.
The newly branded signage is coming to campus soon. In the meantime, it’s important for faculty and staff to understand how the College of Charleston brand supports their specific department, office, program or unit.
A revised brand manual will be available soon to help faculty and staff incorporate the new brand messaging and creative concepts. As a reminder, the brand manual is College of Charleston policy.
The Office of University Marketing is here to help faculty and staff understand how the new brand should be incorporated into their marketing and communications materials – brochures, print ads, signage, websites, electronic messages and more.
Faculty and staff may use the Marketing Assistance Request form to contact the Office of University Marketing. Simply select “Materials for Review/Approval (Brand Standards)” as the marketing assistance type and in the description field, indicate that you want assistance adapting the new brand.