We built a brand to position a strategically position a higher education thought leader. As a seasoned student affairs executive, Kim had a unique background and was experienced in different ways of thinking and achieving. When she approached Mekanic, she did so with a vision that would provide advantages for her home institution (Yale University), as well as stimulate and enrich the higher education industry at large. To attain this vision with the collective energy and efforts of others, Kim needed to launch a long-term strategic communication plan and personal brand identity to expand her reach to new audiences and cement her reputation as a multi-faceted, credible, and innovative leader.
We worked with Kim to identify four core areas of focus that related to her responsibilities at Yale, the institution’s brand, and her personal interests. We also mapped and prioritized her audiences and developed a flexible communications plan to engage with each group – one that would evolve over time. Kim’s brand strategy shaped the development of her tagline, messaging, visual identity, website design and social media presence. We continue to work with Kim to monitor and modify her communications outreach, and adjust and refine her brand positioning as the strategic focus areas of Yale evolve over time.