Graphic Standards
Or, Branding: Not Just for Cattle Ranchers
Branding. The word is thrown around so much these days, its meaning has all but disappeared. And yet, branding retains its mysterious power over consumers, much like 13-hour sales and the smell of French fries. Branding has come a long way since cowboys marked their stock — literally — but the idea’s essence is the same. A company’s brand is tied to its mission, success and profitability. And as a chapter of the Wisconsin Alumni Association, your organization is tied to two a powerful brands — the University of Wisconsin and WAA.
The UW brand is all about being a Badger, right?
Well, you’re on the right track. Being proud of your alumni heritage is certainly part of the University of Wisconsin brand. But there’s more to it than that. Academics is a strong component of the brand as well. As Chancellor John Wiley MS’65, PhD’68 put it, “The primary purpose of UW-Madison is to provide a learning environment in which faculty, staff and students can discover, examine critically, preserve and transmit the knowledge, wisdom and values that will help ensure the survival of this and future generations and improve the quality of life for all."
An important part of the UW brand is the Wisconsin Idea — that the university’s resources should extend to the borders of the state and beyond. Outreach events such as Wisconsin Alumni Lifelong Learning programs and Founders’ Day play a vital role in achieving this mission.
“Never be content until the beneficent influence of the university reaches every family in the state … and fosters relationships throughout the country and around the world.” — The Wisconsin Idea
An important part of the UW brand is the Wisconsin Idea — that the university’s resources should extend to the borders of the state and beyond. Outreach events such as Wisconsin Alumni Lifelong Learning programs and Founders’ Day play a vital role in achieving this mission.
“Never be content until the beneficent influence of the university reaches every family in the state … and fosters relationships throughout the country and around the world.” — The Wisconsin Idea
So what is the WAA brand?
It basically boils down to our brand promise. This is the essence of the benefits that alumni can expect to receive when dealing with WAA:
A World of Personal Connections to the UW — Enriching Your Heart, Your Soul and Your Mind.
Our mission has always been to connect alumni with the life of the university. So, everything we do should reflect that UW connection somehow, from our events to the way we communicate.
A World of Personal Connections to the UW — Enriching Your Heart, Your Soul and Your Mind.
Our mission has always been to connect alumni with the life of the university. So, everything we do should reflect that UW connection somehow, from our events to the way we communicate.
How can I harness the power of the UW brand?
Think RED! Alumni and students have one thing in common, and that’s their alma mater. The UW’s color is a powerful thing, so use it! As an official alumni chapter, you get to use UW and WAA logos. You also have a snazzy new logo of your own! But there are some rules:
Your chapter name, in running text, should look like this — Wisconsin Alumni Association: (Your City Here) Chapter.
Develop an e-mail signature and use it with all of your e-communications. A signature is much like a business card that is added to the bottom of your message. Many e-mail programs allow you to automatically add a signature — check your help menu for details. An example of a good chapter signature would read something like this: “The Bermuda Badgers are your local connection to UW-Madison! Visit uwalumni.com to learn more about our upcoming alumni events.”
Your chapter name, in running text, should look like this — Wisconsin Alumni Association: (Your City Here) Chapter.
Develop an e-mail signature and use it with all of your e-communications. A signature is much like a business card that is added to the bottom of your message. Many e-mail programs allow you to automatically add a signature — check your help menu for details. An example of a good chapter signature would read something like this: “The Bermuda Badgers are your local connection to UW-Madison! Visit uwalumni.com to learn more about our upcoming alumni events.”
