Brand Ambassador: Living Ball State's Values Every Day

Michelle Baker

phase(two)learning

Brand

ambassador:

Living Ball State’s

values Every Day

Welcome!

Tell us about yourself! • Your name

• Your role

• Something you’re hoping to get from

today’s session

Welcome!

Hi, I’m Michelle!

Learning Strategist, phase(two)learning

Manager, Talent Development, FORUM Credit Union

Let’s connect!

LinkedIn

linkedin.com/in/mbaker826

Twitter

@MichelleLBaker

Blog

phasetwolearning.wordpress.com

Email

[email protected]

Today’s Agenda

• Welcome, introductions, session overview

• What’s in a Brand?

• What does Ball State stand for?

• Aligning with Ball State’s vision and values

• Final Thoughts, Tools & Resources

What’s in a Brand?

What characteristics do these brands all share?

What sets them apart from their competitors?

“Brand” vs. “Branding”

Brand, defined: “A name, term, design, symbol, or any other feature that

identifies one seller’s good or service as distinct from those

of other sellers. The legal term for brand is trademark. A

brand may identify one item, a family of items, or all items of

that seller. If used for the firm as a whole, the preferred term

is trade name.” (source: American Marketing Association)

Branding, defined: “The art of aligning what you want people to think about your

company with what people actually do think about your

company. And vice-versa.” (source: The Now Revolution, Jay Baer and Amber Naslund)

What does Ball State Stand for?

In your small group, discuss:

How is Ball State committed to its brand in

similar ways to the organizations we

discussed?

List your ideas on the chart – be prepared

to share!

Small Group Exercise

Time limit: 3 minutes

Ball State’s Vision Vision Statement “Ball State University aspires to be the most student-centered and

community-engaged of the 21st Century public research

universities transforming entrepreneurial learners into impactful

leaders committed to improving quality of life.”

The brand is played out in every

interaction people have with Ball

State—in a classroom, in

administrative offices, in a

publication, on a Ball State web

site, in the news media, on the

phone, anywhere.”

Ball State’s Brand

“Ball State University’s brand is determined by how

people feel about Ball State, their experiences with the

university, and their perceptions about the quality of the

academics, athletics, and administration.

What is the “18 x ‘18”

initiative?

• Ball State’s revised Strategic

Plan, the Centennial

Commitment

• A university-wide focus on

students, community and 21st

century ideals

• Roadmap for departments and

individuals

18 x ‘18

How to impact the Centennial Commitment

Organizational Vision

Branding Goals

Strategic Drivers

(18 x ’18)

Department Goals

You!

How do you (and your department) impact

the Centennial Commitment?

With your small group, use your handout to read and discuss

your assigned section.

Answer these questions:

• How does your department currently influence the “18 by ’18” initiative?

• How do you envision your department influencing the “18 by ‘18” initiative in the

future?

• How will your department impact the customer experience through this initiative?

• What will be the most challenging factors?

Small Group Discussion

Your Action Plan

Your Action Plan

Think about how you represent

the Ball State brand in your role:

Use your handout to create an action plan:

• How will you contribute to the “18 by ‘18” initiative?

• What areas do you need to learn more about?

• How can you be a Brand Ambassador in your

department?

Time limit: 5 minutes

Key Messages

• “Brand” and “Branding” are not

necessarily the same thing

• Ball State’s “brand” is made up

of how people feel about Ball

State, their experiences with the

university, and their perceptions

• Individual goals should align

with department strategies,

which should align with

organizational vision

Tools & Resources

Want to learn more about owning your

development or supporting employees in

their development?

• Helpful resources listed in your handout

• Today’s slides available for download on

Slideshare (slideshare.net/michellebaker)

Got questions? Need more info? Email: [email protected]

Twitter: @MichelleLBaker

Any questions?