The first question a skilled marketing professional always asks is “Who are the specific people you want to reach with your message?” Defining a target market has to be the first focus, because it serves as the foundation of all elements in a marketing strategy.  Of course, the university has multiple audiences, and so do […]

Brand. Identity. They’re terms that can be confusing, in large part because they’re often used interchangeably, or just combined into a single unit – “brand identity.” The two terms are definitely related, but also different. Here’s a quick look at how we talk about these terms in the Office of Strategic Marketing and Branding. A […]

So much more than what? So much more than whatever first comes to mind when we think of a brand. It’s more than a logo or wordmark (although we have them, and they’re important!), and more than using the official Illini Orange and approved family of fonts. A brand is even so much more than adopting […]