Kennesaw State University – A Growing Brand

It’s no secret – Kennesaw State is fast-paced and growing.

As a part of that growth, we’re taking a long look at our brand to make sure it’s built to grow alongside our university. We already have strong name recognition across the state and beyond but, while plenty of people know our name, few can really say what we stand for – or how we stand apart from our competition.

So, we’re taking steps to uncover what makes KSU different, working to clearly define and articulate our true brand’s essence.

What value does a well-defined KSU brand add?

Clearly defining our brand is crucial for attracting and engaging the students, faculty, staff and alumni that make our KSU community so unique. We have an amazing story here at KSU. To make sure we tell it right, Strategic Communications and Marketing is partnering with the brand experts at Tailfin Marketing to help discover and craft our best, true story.

We’ll be working across the University, bringing a wide range of contributors together to collaborate in this brand definition. It’ll take a lot of work, but a strong brand strategy will help align the goals of the University and unify our campuses under one compelling brand banner. In the end, the goal is simple: One Brand. One Voice. One Direction.

Why should you care?

Our brand symbolizes all we stand for as a university and a community. It’s a commitment and a promise to our students, faculty, staff, alumni, neighbors and supporters. A strong KSU brand makes it easier to understand and embrace who we are and what drives us. It’s the spirit that helps bind all of our audiences together, unifying and inspiring our KSU family with a common sense of purpose and identity. We’re counting on everyone to help us discover, define and tell the KSU brand story.

Brand Strategy Project Milestones

  • Research and Discovery

    Summer/Fall 2018 - Research and Discovery

    • Project planning
    • Review of current audience data and insights
    • Competitive audit
    • Primary Research: Online surveys, focus groups, interviews
    • Customer journey mapping
    • Brand Strategy and Positioning

      Fall 2018 - Brand Strategy and Positioning

      • Develop target audience personas
      • Craft brand strategy and positioning
      • Master brand postioning and core message summary
      • Concise mission, vision, and value statements
      • Creative brief development
      • Creative Concept Development

        Fall 2018 - Creative Concept Development

        • Develop central creative concepts
        • Administer online testing with key internal stakeholder audience members
        • Select "North Star" concept to move forward
        • Brand Guidelines Document and Toolkit

          Winter 2018 - Brand Guidelines Document & Toolkit

          • Brand standards
          • Logo and wordmark usage
          • Color and typography standards
          • Photography/Videography guidelines
          • Initial Campaign Creative

            Spring 2019 - Initial Campaign Creative

            • Print ad
            • Digital banner ads plus social assets
            • Radio spot
            • Sizzle video
            • Digital and printable brochure

            Tell us what you think

            Project Lead   –   Alice Wheelwright
                                        Associate Vice President 
                                        Strategic Communications and Marketing

            Project Contact – Tim Falvai
                                        Manager of Client and Vendor Relations
                                        Strategic Communications and Marketing


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