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Building the Brand

Putting words behind the Queen's brand was a focus for Advancement this past year. Approved by the Board of Trustees in May 2011, the "Brand Idea" for Queen's was developed to unify the entire University around a single idea: "spirit of initiative."

"It's an idea that encapsulates what makes Queen's unique and different," explains Helena Debnam, Executive Director of Marketing and Communications. "The brand idea is all about people, the people at Queen's that take the initiative to make things happen, and that fact that everyone here is supported by an environment that enables them to do what they do." Based on the University's reputation for academic excellence, community and spirit, the brand idea will provide the platform for a focused message in all university outreach materials, from marketing initiatives to communications and media releases.

"Spirit of Initiative" seeks to engage and inspire. As universities around the world struggle for relevance in a fast-changing world, the notion of initiative is one that speaks to the ambitious spirit pushing new ideas that make a global difference.

Led by Director, University Marketing, Kathleen Vollebregt and Ms. Debnam, feedback came from many campus partners and members of the Queen's community. Marketing and Communications ran more than 20 branding workshops with students, prospective students, faculty, staff, university governance and alumni.

"We are seeing more consistency around language, storytelling and positioning," says Helena.

The Queen's Homepage has a vital role to play in brand development. A re-launched homepage, freshening the version first launched in 2008, is nearing completion. Research and analysis is now complete, a prototype for a new site has received approval and a launch planned. The new Queen's Homepage will be tied to the launch of the Campaign in September.

Kingston, Ontario, Canada. K7L 3N6. 613.533.2000

For general inquiries about Office of Advancement events and programs, please call our Contact Centre at 1-800-267-7837 (toll free in Canada or the US), or 613-533-2060.