Q: Why are we revising the logo after the recent introduction?
A: After we launched the new brand internally in late August, we got some consistent feedback from stakeholders regarding select elements of the logo. We listened, took these comments to heart, and revised the logo to address the prevalent concerns. We think the new design is a great step forward and more accurately represents the core elements of the Bentley brand.
Q: What is happening with the Bentley brand? Are we changing everything?
A: We are evolving the Bentley brand to better reflect what we do, elevate our core attributes, and position Bentley for the future. We are not changing our name, building a new campus, or making any seismic shifts in our curriculum. Rather, we have developed a stronger long-term, positioning strategy for Bentley and are communicating this positioning via more focused messages and a new brand identity – a combination of actions, words and visuals.
Q: Why are we doing this? What is the rationale?
A: The board of trustees and the academic and administrative leadership at Bentley felt strongly that we needed to do a better job of defining Bentley and establishing a stronger position for the institution in the competitive higher education market. Bentley has a good reputation among those familiar with us. Yet we still have lower than optimal awareness and a dated or limited perception among some audiences. We need to address these issues to recruit top applicants at the undergraduate and graduate level, leading faculty, and the best companies to recruit our graduates and support our key programs. Finally, we have the opportunity to further enhance the value of a Bentley degree by increasing our awareness and our reputation among key stakeholders.
Q: Why now?
A: There is a growing demand for graduates with strong core business and critical thinking skills. Bentley is one of the few business universities in the country, uniquely positioned to meet this growing market demand. We have a window of opportunity over the next few years to establish a strong position that differentiates us in an intensely competitive market – one in which the value of an education is being called into question. In addition, as we prepare to celebrate our 100th anniversary, it is the right time to leverage our current strengths and position Bentley for the next 100 years.
Q: What level of work was done to understand our brand and the marketplace?
A: A significant amount of research was done over the last year that included face-to-face interviews and a two-phase market survey of up to 11 internal and external audiences that gauged awareness and perception, identified key attributes, and tested positioning and creative concepts. We analyzed the results, which provided strong direction on our strengths, weaknesses, opportunities, and threats. The research also informed areas we needed to address such as low general awareness, attitudes and perception of a business education and of Bentley as an institution. Above all, we were able to identify the core attributes we needed to elevate and the key messages that were most appealing to our target audiences.
Q: How did we arrive at the “prepared” positioning with the declaration of “Preparing the next generation of smart, nimble, and compassionate leaders?
A: Bentley is clearly and positively identified as an institution that provides a unique and appealing form of preparation for its students. This preparation applies to a rewarding career but also a fulfilling life outside the office. It is recognized and credible for Bentley as a business university that a) successfully integrates its core business curriculum with strong and relevant liberal arts courses; b) supports its courses with extensive hands-on learning, c) features technology throughout its courses and programs, and d) has a proven track record in career planning that starts in year one. Bentley integrates all this in a very distinctive way that is recognized and valued by the outside world. Thus, we speak from a credible position when we claim that we are preparing the next generation of smart, nimble, compassionate leaders. Those familiar with us already know and attest to this. The next step is to expand this reputation to more people throughout our target audiences.
Q: I had heard something about a brand positioning or tagline like “be prepared.” Are we using this? Does it cause confusion with the Boy Scouts?
A: During our concept testing, in order to represent the “preparation”- positioning theme, we developed a sample campaign that featured a “B Prepared” tagline and graphic with the B meant to represent Bentley. It tested the best of the three concepts we presented. We did not get any significant comments from our survey respondents referencing the Boy Scouts, yet we did hear concerns from some internal team members. Regardless, this was just a concept based on our core positioning. A number of people did start using “B prepared” as shorthand for the positioning. We have decided not to use that term in our messaging or in our planned ad campaign. Again, the one word to describe our strategic positioning is: prepared. You may see words or headlines that communicate and support our unique form of preparation but we will not promote the two words “be prepared” in any major way.
Q: We have had a number of marketing initiatives or campaigns over the years like “Portfolio 360” and “Business in a Whole New Light.” How is this different?
A: There is a difference between a brand positioning and identity, and a campaign. A brand positioning is more strategic and long term in its focus. The brand identity that graphically represents the brand should be a long-term investment as well. That is the primary goal with the project. Yes, there will be a new “campaign” with advertising (TV, online, print) that introduces the new brand and its identity. Advertising campaigns may come and go and in some cases taglines do too. Brand positioning and brand identity are intended to be more permanent. Granted, this has been a challenge at Bentley over the last several years – we had a number of campaigns but not a consistent brand positioning, identity, and messaging. You may characterize it as a message in search of a positioning. We need to lead with a well-informed positioning. Positioning is the function, the campaign is the form – form follows function in this case. It should also be noted that during this period we transitioned from a college to a university, which has broad institutional implications at a very strategic level. Our goal with this extensive brand project was to address these issues by investing in research to really understand who we are and how key audiences perceive us.
Q: I have seen a new shield, a typeface with a standalone B, and even a new falcon. What is this all about? Are these new logos?
A: These images are part of Bentley’s new brand identity system that consists of a set of images based on a consistent shield design, typeface, iconic Bentley “B”, a falcon image, and a color palette. A style guide that will provide rules and direction on how and when to use these identity elements will support this identity system. The core goals of establishing an identity system were a) to develop a consistent look for Bentley, b) reduce the number of unrelated logo marks, c) link our core academic visuals to athletics, and d) develop a more collegiate, refined image to both reflect our positioning and acknowledge our history and future aspirations as we move toward our 100th anniversary.
Q: Why a shield? Are we doing away with the clock tower and the falcon logos?
A: The new Bentley shield is the core element of our brand identity as it delivers on a number of key objectives. First, it is a great visual way of communicating our “prepared” positioning. Second, it helps identify us as a university. Shields communicate academics and Bentley did have a shield as its core identity in the past. Third, it serves as a vessel to incorporate key components of our brand – the clock tower, the falcon mascot, our founding year of 1917, etc. Finally, we can apply the shield shape and color scheme to develop a consistent look and feel across academics and athletics. As you will see, the clock tower and the falcon have been retained and brought together in the institutional shield design.
Q: How and when will this refined brand be rolled out?
A: The launch strategy can best be described as a phased rollout in stages, that launched at the start of this academic year and builds over a three-year period. We introduced the brand at Convocation in August with a mix of communications and materials that reference or feature the brand. We have already incorporated the brand messaging into our undergraduate admission materials for the coming year and are working with the UGA team on branding our new Admission Center on the first floor of LaCava. An initial advertising campaign debuts in winter 2013. New content programs, including a thought-leadership blog, IMPACT, features content from select faculty and third parties, including key business topics that support our brand and overall mission. This is the first phase of an ongoing three-year incremental investment in establishing the brand.