In this virtual conversation, communications pro Lyn Chamberlin talks to Roger Sametz about the importance of building a strong brand for academic institutions.
In this in-depth discussion (conducted via Zoom), Roger and Lyn dig into:
- Why a well-developed academic brand is more important than ever before. Especially in the wake of the COVID-19 pandemic, academic institutions learned, with so many in-person admission interviews and tours going “virtual,” that the way you look, speak, and behave with your prospects at a distance was vitally important. Post-Covid, these learnings can now inform more effective communications—up-close and at a distance.
- How to convey the importance of a strong brand to your leadership. To effectively build a brand, you need buy-in at every level of your organization, and the way you approach and speak to leadership about the branding process will play a huge role in engendering that support—and will help you to assemble a corps of fluent ambassadors.
- What role a strong brand can play in crisis communications. When challenges arise, the work you’ve put into articulating your value and values—and your brand meaning—will make the difference between crisis communications that fall flat, and a deepened connection with your community. A strong brand provides much needed context—so that bad news is not the only news.
… and much, much more. After more than two decades of collaboration over five different institutions, Roger and Lyn have many lessons to share.
Lyn Chamberlin is a seasoned communications professional who has held senior leadership positions across a diverse range of academic institutions, on top of her work as a brand consultant for companies like Polaroid, Navigant, and Blue Cross Blue Shield Massachusetts, an Emmy award-winning television producer, and a coach for women in leadership.