mStoner

This is not a brand.

or Using the Web to Better Present Your Institutional Brand

Patricia VandenbergMount Holyoke College

Doug GapinskimStoner

Assumptions.

What a brand isn’t.

What a brand is.

The web has become the brand medium.

• authentic

• experience-oriented

• effective distribution

• cost-effective over time

• persistent

• searchable

• convenient

Answering your audiences’ questions

with branding in mind

What’s it like to be at

<your institution name here>?

What can <your institution

name here>do for me?

What do other people

think of<your institution

name here>?

What’s it like to be at

<your institution name here>?

• Excellent liberal arts

• Unusually international and diverse

• Connections for life

• Legacy of Women leaders—believes women

can and should make a difference in the world

What can <your institution

name here>do for me?

• Do you have my major?

• What is the quality of the academic program?

• Can I get a job?

• Can I afford it?

What do other people

think of<your institution

name here>?

Covering your brand in key areas on the web

clients.mstoner.com/hew

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