While calls home reveal snippets of campus life, The College Voice, offers a remarkably clear and uncensored view of what’s happening and what’s stirring debate. I was struck (occupational hazard as a branding consultant) by the connection among several pieces in recent issues from reconciling the college’s identity with marketing initiatives, the editorial decrying the lack of support for Conn’s sports teams, and the Camel logo update.
One’s identity is a rare and individual gift.
It defines: 1) who you are 2) what makes you different and 3) why anyone should care. Answering these fundamental questions (particularly for a nearly 100 year old institution) requires deep soul-searching. It challenges the entire college community — students, administrators, faculty, trustees, alumni and parents to uncover together your unique qualities. This organic process will help illuminate how Connecticut College is distinctive from other peer institutions, help shape key messages for the web site, campus tours, sports cheers and also influence the college’s visual expression.
Identity informs marketing, not the other way around.
Crystallizing Connecticut College’s identity would indeed be a potent centennial present.
