The aim was to enhance the University’s credibility and reputation in three ways:
- By association: Through credible third party endorsements, case studies, professional accreditations and partnerships;
- By institutional pedigree and portfolio: Maximising the value, sophistication, quality and extended profile specific portfolio subjects/centres of excellence (such as Birmingham Conservatoire) could bring to the University as a whole, using these established sub brands to add cachet to the total Birmingham City University proposition; and
- Through our achievements: people, partners, institutional successes and milestones: Raising the profile of academic stars, role model students and alumni successes to dispel the negative myths about the quality of the University and re-engineer stakeholder perceptions of the institution.
Conscious of the fact that there are in reality very few 'unique' selling points for universities, differentiation was achieved by developing evidence-based, qualified examples - specific to BCU - of the University's selling points, creating hierarchical approved key messaging. The University saw the highest rise in UCAS applications in the UK – 38% against the national 9.7% rise. Applications from the North West almost doubled and BCU experienced a 60% increase in applications from London; 46% from the East Midlands; and 38% from the South East..
Gallery: Discover brand
Discover brand proposition, Birmingham City University
In-depth perceptions research with all BCU’s stakeholders in 2008 showed a major lack of awareness and poor reputation. The ‘Discover’ brand proposition – always intended as transitional – was designed to bridge this gap. The shift in perceptions required was effectively so great that audiences had to discover (or rediscover) the University. With the new sign-off – Discovering us is just the beginning – the intention was to impress people, surprise them and challenge any misconceptions.