Honing Our Branding: Connection Fatigue
Let’s pretend that every email a colleague sends you begins with the same paragraph. You read the paragraph the first time you see it, but a few emails later, you’re tired of reading it. What do you do? You stop paying attention to it. As a result, the message loses all meaning.
The same principle applies to certain elements of the Connect branding.
For most communications that occur on campus, the Connect watermark, logo, and the word “connect” should not be used. These elements are reserved for top-level communications–think marketing campaigns that drive enrollment and expand institutional awareness or important announcements. Things that have big audiences and even bigger impacts.
For lower-stakes communications, you should remain on-brand without using “connect” so literally. How? Evoke the essence of the brand through warm, welcoming language tailored to your unique audience, as well as other branding elements (like our official brand colors and font). Keep an eye out for more details on these topics.
Questions? Carolyn.Steigleman@desales.edu
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