By Robin Herron; video by Paul King
In 2009, Mason began using the “Where Innovation Is Tradition” tagline on its publications, websites and building signage. The tagline was “widely embraced,” says Vice President for University Relations Christine LaPaille, but it was only the beginning.
“That was the first phase of communicating our brand,” LaPaille says.
That first phase of developing the tagline was completed after more than a year of market research, development and focus group testing that involved Mason’s Board of Visitors, advisory boards, administration, students, faculty, staff and alumni.
“The tagline wasn’t decided,” LaPaille explains. “It was an acclamation. It came from the bottom up. We’ve tested the words and the ideas, and people bought in.”
Distilling Mason’s brand into one short tagline was difficult, but developing Mason’s “brand promise” was even more challenging, LaPaille says.
The brand promise, she explains, is meant to inspire Mason faculty and staff. It articulates the benefits, both emotional and functional, that Mason wants its students and stakeholders to receive when experiencing the university’s academic and social programs or interacting with the university on any level.
The brand promise is a simple statement, but it covers several crucial concepts: “We are dedicated to an exceptional educational experience that inspires innovation, fosters thought leadership and cultivates success.”