Ask the Brand Oracle

In 30+ years of higher ed, healthcare, and nonprofit marketing, I never aspired to be the brand police. Still, discussions around brand often turn into someone asking if they can do this or that with the institution’s logo, or even “Can my program have its own logo?”

I try to move beyond the “no” to explain the “why” and describe the value and purpose of brand architecture.

Also, as we know, the brand is not the logo. The logo and visual brand elements represent the brand. That’s why consistency, quality, and clarity — all the things that go into brand stewardship — are important. So, what is the brand? Seth Godin sums it up well:

“A brand is the set of expectations, memories, stories, and relationships that, taken together, account for a consumer’s decision to choose one product or service over another.”

The questions about logos, colors, and mascots remain. As an alternative to being the brand police, I created the Brand Oracle to inject a little learning and maybe a few smiles into the ongoing discussions about an institution’s brand. Check it out. It’s something I’ll probably keep evolving and tinkering with, and I’d love your feedback.