It’s up to
each of us to represent DePaul—anytime and all the time. To do that, we need to
understand our brand and, just as important, we need to know how to communicate
our story. That begins with a solid
understanding of our brand strategy, story and messaging.
these five ways to be a strong brand steward.
Catholic University. 24,000 students. A 17:1 student-teacher ratio. While these
are impressive numbers, they don’t even begin to define us as well as our three
qualities—education, environment and ethos—do. Always lead with what makes us
unique and pepper in our facts, figures and statistics as you get deeper into
our story. Every institution has facts, and everyone can spin them to sound
impressive. Our story is much bigger than that.
simply mentioning or showing our world-class city, share the advantages Chicago
provides as a living laboratory for DePaul students, including access to major
companies and industries, a powerful connection to more than 160,000 alumni,
great opportunities for employment during and following their time at DePaul,
and the ability to interact with people from all over the world. Our students
are ready to achieve more in the real world, because that’s exactly where they
received their education. Being a citizen of a global city empowers them to
think and act with confidence, while embracing scale and complexity at every
Vincentian values are critical to our story, but they can be difficult to
articulate, particularly when an audience doesn’t know us well. So it’s important that we describe our values
(our ethos) in everyday terms. Our respect for others is apparent in our
service actions, our well-rounded nature and absence of ego. We are engaged in
our communities at every level. Here, diversity isn’t a buzzword; it’s a way of
life. We are open to diverse people and ideas and welcoming of diverse
cultures, backgrounds and points of view. This makes our students agile,
open-minded and accepting of change. At DePaul, this is what it means to be
merely talk about our education. We need to show what makes it distinctive,
unique and undeniably DePaul. That means describing our dedicated, passionate
faculty who teach from experience, using real-world applications and a hands-on
approach; our rigorous curriculum that is greatly informed by today’s global
issues and anticipates tomorrow’s challenges; and our emphasis on individual attention.
Together, these “extras” define a great education at DePaul.
It’s not a
tagline or a headline. It’s our brand essence. Instead of using it to pay off
what we communicate, everything we communicate should pay it off. Explain how a
practical educational experience makes our students capable, qualified and
ready from day one of their lives after graduation, how learning in the midst
of Chicago makes them connected and confident, and how Vincentian values ground
our work and our students with meaning and purpose.
crafting a communication, make sure you’re on track by asking these six