“The first step is always in speaking to stakeholders.” But sometimes they can be so mired in their own viewpoint that it can be difficult for them to understand how other people see them. Just like any brand in any other commercial market, you have to speak to the people that are using the product.”
Students, applicants, alumni, staff and stakeholders all have their own understanding of your university’s brand. The truth, Nima believes, lies in unifying divergent information from as many people as possible.
“Sometimes, that truth can be distilled down into a simple script. Other times, it becomes part of a bigger idea that can help you navigate what the brand does.”
Working with outside partners, too, is an essential part of the process: “You definitely need a different viewpoint – either from afar or from a different angle – than the people who have walked for months and years through this territory.”