Branding shapes perceptions. It is a tool to tell audiences in a blink of an eye who we are, to gain their trust and engagement and, over time, to share our story and vision with them.
A good brand speaks to an audience about what makes an offer distinctive. It does this on an emotional level through imagery, colour and design. Heinz, for example, is all about appealing to somebody’s desire for comfort. Apple, better than anyone in the world, conveys a value proposition of literal value - of quality. Through consistency of imagery, story and tone of voice Apple have built their reputation for offering the best, most reliable and performant products in the tech industry.
The consistency of the brand used by Apple and Heinz gives strong focus in a noisy market. Imagine switching from store shelves to a UCAS fair or a research conference – our St George’s brand has to stand out in a sea of competitors. For that reason, boldness and consistency in our visuals and our messaging are key to attracting and retaining potential students, partners and supporters.
There is a difference between ‘brand’ and ‘branding’. Our brand is the set of perceptions people have about us. But branding is the set of actions we take to cultivate that brand, or, to shift people’s perceptions into a more favourable light.
At St George’s, our students, our staff, our alumni and our audiences grow increasingly more diverse. They work ambitiously in fast-moving, exciting fields making wide impact and constantly boosting our reputation. It’s only right that our branding is as compelling and dynamic as the people and institution it speaks of and to.
To present our reputation and our ambition to the world, we need a memorable and consistent narrative about who we are and what our purpose is so that we can constantly reinforce that in our interactions and materials. And we need a bold logo, accompanied by consistent use of colour and patterning, that stick in the mind and stand the test of time.