Photo of students with caption saying Mount Allison University, the immersive learning community for independent-minded leaders.
Mount Allison University student playing soccer.

A brand positioning program (“branding” for short) involves the discovery and consistent presentation of verifiable strengths and attributes that make an organization unique to its competitors. While such programs are most often associated with the private sector, they are becoming much more prevalent in the post-secondary education sector. The reason for this is the recognition that they can be a strategic driver for sustained institutional success.
 
In Canada such programs have been completed or are underway at UBC, 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.
 
As with other universities, Mount Allison communicates with many audiences (prospective and current students, faculty, alumni, donors, businesses, the media, etc.) and for a variety of reasons. However, when looked at collectively, they vary significantly in terms of their look, voice, and messaging. Some even conflict. While our audiences all have different needs they should be engaged with in a consistent manner that strengthens our identity and reinforces our competitive advantages. In this way, all of our interactions with our constituents become what may be called “reputation-defining” opportunities focused on achieving the University’s strategic plans.
 
Mount Allison’s brand positioning project has been structured as three phases, each building on and informing the next: (1) reputational research; (2) brand strategy; and (3) creative design. In order to create a sustainable marketing and communications program, measurable performance indicators are being developed. As well, the process included a review of communications needs, tactics, structures, resources, and training for the University community.
 
To ensure that the results meet the needs of our community and accurately reflect the University, the project collected significant input from students, faculty, staff, alumni, and key external audiences. As well, a Brand Council, made up of representatives from across the University, was directly involved to provide insight and review of the project’s deliverables.