It starts with research. That research leads to discovery. That discovery leads to a better way to do things.
In this case, it's a better way to share with others who we are, what we stand for and where we're headed as a school. This site is a guide to help us speak with one voice as we reinvigorate our School and bolster its success.
Overall, this branding exercise focused on finding more powerful ways to communicate GTECE's uniqueness to key audiences while providing GTECE ambassadors with a consistent and compelling voice to tell our amazing stories.
Four key communications goals include:
We did our homework. We dug deep to discover what makes us different, conducting a multi-faceted research effort including competitive reviews, primary audience surveys and interviews, "secret shopping", branding workshops, and an internal communications audit.
We asked our target audiences to sum up GTECE personality traits. Time and again, people expressed the same phrases and emotions, painting a picture of an innovative, complex, and exciting organization.
This word map captures key research participant phrases — large highlighted words had the most prevalence in user responses.
Drawing from our user input and research insights, we took a look at the assets and qualities — both tangible and intangible — that go into building our reputation. We looked at strengths in each category to begin defining what makes us uniquely GTECE.
At the core of our brand are the attributes and characteristics that make us different and relevant to our target audiences. Our positioning statement takes these attributes and distills them into one simple, concise phrase that explains who we are, how we're different, and why we matter. Think of it as a brand mantra to guide all of our communications.
Our brand attributes are all the ingredients that go into making us who we are.
We divide these attributes into different categories of emphasis:
Differentiators
Elements that we can claim as truly, uniquely our own — those things that define us and
differentiate us from the competition.
Valued
Benefits we deliver that put us among the best in our field — but may not be unique solely
to GTECE.
Entry Level
The basic, core benefits that users expect from all schools in our category — not differentiating,
but important nonetheless.
the big brains and the creative thinking to figure it out, dream it up, and make it happen
the DNA in engineering — the source, the wellspring, the essential fuel that makes all things possible
determined, passionate, and driven innovators who roll up their sleeves to make change happen
size of school, versatile, limitless opportunities for students, diverse areas of study, and real world application
hardworking, committed, proven, "Look what I can do", do whatever it takes, every time
value, clear path to employment, exceptional education that leads to impressive starting salaries
brainy, bright, forward thinking yet still humble, world-class faculty
rewarding, results-driven, developing life-changing technologies across disciplines, top ranked program
a community that enriches, expands, educates, supports, prepares, and fosters the growth of tomorrow's thinkers and doers
Simple, compelling, and real, the brand positioning statement should quickly convey our points of differentiation and our spirit.
Though this is not necessarily external-facing language, elements should be apparent in all our communications.
Points of emphasis are highlighted in gold.
Positioning Statement
At GTECE, we are the tinkerers, creators, and magic-makers that make change happen — the power source at the center of dreaming, designing, and getting it done.
Our brand voice expands on our positioning, delivering our brand differentiators with our distinctive personality. It's a reflection of the mindset, approach, and attitude we bring to how we think and work everyday.
Last revised on February 13, 2015 .