Branding
Georgia Tech
ECE

What does branding have to do with engineering?

More than you might think.

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.

What we set out to achieve

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:

1
Help increase student enrollment, particularly among underrepresented groups (females, African Americans and Hispanics).
3
Address philanthropic priorities of the School and communicate those to potential donors.
2
Better communicate to companies and alumni.
4
Provide insights to inform the development of marketing and communications positioning at a broader College of Engineering (CoE) level.

How we got there

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.

Research completed

What people said

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.

Word Map

What makes us unique

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.

Unique

Our building blocks

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.

 

INGENIOUS —

the big brains and the creative thinking to figure it out, dream it up, and make it happen

INTEGRAL —

the DNA in engineering — the source, the wellspring, the essential fuel that makes all things possible

ALL IN —

determined, passionate, and driven innovators who roll up their sleeves to make change happen

VAST —

size of school, versatile, limitless opportunities for students, diverse areas of study, and real world application

RIGOROUS —

hardworking, committed, proven, "Look what I can do", do whatever it takes, every time

ROI —

value, clear path to employment, exceptional education that leads to impressive starting salaries

SMART —

brainy, bright, forward thinking yet still humble, world-class faculty

IMPACTFUL —

rewarding, results-driven, developing life-changing technologies across disciplines, top ranked program

COLLEGIATE —

a community that enriches, expands, educates, supports, prepares, and fosters the growth of tomorrow's thinkers and doers

Our positioning

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.

Brand Examples

Raising
our brand voice

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.

"We are GTECE"

A mini manifesto of sorts, "We are GTECE" is a good example of our brand voice brought to life. This color-coded breakdown shows how linkage to key benefits is wrapped in language that also delivers a sense of the unique personality of our School.

At the Georgia Tech School of Electrical and Computer Engineering (GTECE), we are a curious and passionate bunch — tinkerers, creators, and magic makers. We love the power and possibilities that ECE unlocks — the elemental solutions and expansive ideas at the core of just about everything. The world counts on us to be the power source that fuels modern technology.

Every day at GTECE, we turn "what if" into "what's next", from defeating disabilities to redefining energy to creating the next Iron Man suit. We are tenacious in our search for a better way. We make change happen because at GTECE, we are at the center of dreaming, designing, and getting it done.

Pride in Smarts
Value Creativity
Vast Application
Real Demand
Deliver Results
Effect Change

Connections

What we say and how we say it are very important when it comes to conveying our brand. To do that, we have to know to whom we are speaking and what resonates with them. Take a look at how we communicate our key differentiators to Students and Prospective Students as well as Alumni and Industry audiences.

Students and Prospective Students

Pride in Smarts
Value Creativity

"At GTECE, we take smart and make it smarter — unlocking the magic of ECE to create graduates that define "what's next."

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For those who have always had a passion for problem solving and a deep desire to harness the power of technology, GTECE is the place to do it.

Everyone here starts smart — well studied, tested, and proven. But by the time you graduate, you've gone beyond problem solving — unlocking the magic of ECE so you can dream it, design it, and get it done. And you're ready to apply your knowledge as soon as you walk out the door.

We think that's pretty smart.

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Vast Application
Real Demand

At GTECE, we are at the core — the source of great ideas and the know-how that makes all technology come to life. With a degree from GTECE in hand, there's no limit to what you can do.

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At GTECE, we are at the core — the power source and the connective fibers for almost every technology.

Hybrid vehicles, smart houses, clean energy, biomedical innovation — name the industry and you can be there.

Our curious, future-minded engineers are at the center of every technology — which is why our agile solutions and flexible skill sets are always in high demand.

With a degree from GTECE in hand, there's no limit to what you can do.

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Deliver Results
Effect Change

At GTECE, we create change — making faster, smarter, and better a reality every day. It's not just theory, and it's not just practice. At GTECE, our students learn how to engineer impact.

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At GTECE, we literally engineer change every day. From the little changes — making things better, smaller, faster, more efficient — to the seismic, paradigm-shifting breakthroughs that can redefine how we live our lives.

On any given day, our school of bright minds is hard at work on hundreds of projects, issues, experiments, and opportunities — real work that has real impact in the real world.

It's not just theory, and it's not just practice. At GTECE, our students learn how to engineer results.

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Alumni and Industry

Pride in Smarts
Value Creativity

Equal parts education, inspiration, and dedication, our faculty and students create smart solutions that redefine industries and shift the way we think about opportunity.

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There's a difference between solving a problem and uncovering opportunity.

Equal parts education, inspiration, and dedication, our ideas and applications push boundaries, helping to redefine industries and shift the way we think about opportunity.

Our faculty and students work together to deliver smart solutions time and again.

At GTECE, we don't just imagine what could be — we make it happen.

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Vast Application
Real Demand

At GTECE we are at the core of every technology — the people and the programs that impact almost every industry. We lead, we orchestrate, and we bring things — amazing things — to life.

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At GTECE we are at the core of every technology — the people, practices, and programs designed to be powerfully agile and effective in solving problems and unlocking potential.

You can see our impact in almost every technology and industry — computing, medicine, energy, communications. You name it, and we're there.

We lead, we orchestrate, and we bring things — all kinds of amazing things — to life.

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Deliver Results
Effect Change

At GTECE, we create change — making faster, smarter, better a reality every day. It's not just theory, and it's not just practice. At GTECE, we engineer impact.

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No one ever built a business on "business as usual." Change is the only constant and success means finding and working with the people that engineer change.

On any given day, we make things better, smaller, faster, and more efficient. We deliver simply smart solutions and seismic, paradigm-changing thinking. We harness deep experience and a unique approach, making technology work and work better.

At GTECE, we engineer impact.

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Last revised on February 13, 2015 .