As many of you know, I have been working with La Salle University for the past year. During that time my organization, the BrandED Consultants Group has had the opportunity to help the university develop a brand platform. The brand platform is designed to ensure consistent communications, develop a culture to support the institution's mission and operationalize the University's strategic plan. We are now working with the University to implement the brand platform throughout the campus community. In my world we call that internal branding.
For most colleges and universities, and for many businesses, internal branding is an emerging trend. Organizations are finally realizing the importance of engaging employees in the brand development process. At a university engaging the faculty is essential to the sustainability of the brand. La Salle University is one of the first institutions of higher learning to embrace a formal internal brand plan. During the brand building efforts at La Salle University I have had the pleasure of working closely with Associate Professor for Integrated Science, Business and Technology, William L. Weaver. Recently we met to discuss how best to utilize the brand platform with the opening of the University's new state-of-the-art science and technology building. After several meetings with Bill, it became evident that he should be recognized as a Brand Champion of the Day.
The following is what Bill wants to share with us today concerning his experience with the La Salle University brand initiative.
"The brand platform message works really well when I address parents of new students. They appreciate hearing a consistent message. It helps to deflate some of the anxiety they are feeling with sending one of their own off to an unknown place. I've also been able to incorporate my personal favorite theme of "Choice Management". The Choice Management theme works well here at La Salle when introducing our Core Curriculum.
"Too often folks view the "core" courses at a Liberal Arts college as random things that students have to get out of the way before getting to their major. As the Core is 60% of our curriculum, I like to present it in a different perspective. Regardless of major, the undergraduate degree represents training in art and science of "Choice Management". When I ask the incoming freshmen why they chose to go to college, they often reply "to get a better a job and make more money." I follow that up with "why would somebody pay more for a college graduate?" That often stumps them.
"We continue the discussion by exploring how important Choice Management is to an organization and depending on the level of the choice, how many other people's lives would be affected (for good or for bad) by making the choice. I then posit that the more consequential the choices, the higher paying the position. After that they are interested in hearing about Choice Management. That is where the core curriculum comes in. La Salle's core is comprised of three (3) components -- Powers, Frameworks of Scientific Understanding, and Patterns of Meaning.
"I have wrapped this discussion of our Core into the reasons to believe in La Salle University from the University brand platform:
Excellence in Teaching and Learning - Using effective methods to
impart these choice making abilities to our students.
Personal Attention - Having the capacity to allow each student to
make individual choices within the classroom and college experience and to learn
from the benefits and disadvantages of those choices.
Sense of Community - Ability to provide our students the support to
recover quickly from a poor decision and to have the confidence that support
will be there if they fail.
Global Perspective - Allowing our students to study the
ramifications and consequences of choices and their effect on systems outside
their direct sphere of influence.
"Thanks to the brand platform, it makes it easier for us
to discuss our professional choices using common vocabulary and to describe
what we do to our other stakeholders in the University."
William L. Weaver
Associate Professor
Integrated Science, Business and Technology
La Salle University
Bill, thank you for taking time out of your busy schedule with freshmen orientation and your move into the new science and technology building on campus. You are the epitome of a La Salle University brand champion!
William L. Weaver
Associate Professor
Integrated Science, Business and Technology
La Salle University
Bill, thank you for taking time out of your busy schedule with freshmen orientation and your move into the new science and technology building on campus. You are the epitome of a La Salle University brand champion!
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