Some staff go on to become brand ambassadors, after participating in an invitation-only course which is offered once a year and prepares participants to serve as LSU brand ambassadors – experts in the vision of LSU with a thorough understanding of the university’s brand priorities. External agencies like Paper Monkey can also play an active role in education when they become involved in the creation and integration of a new brand strategy. “It is our job to educate each person and faculty on what is and isn’t allowed,” says Willis. Compromising the brand at any level has the potential to dilute the effectiveness of what an institution is working to accomplish. “Having the design agency assist in the implementation is often a move in the right direction. It can be easier (and more effective) for an outside team to work with the naysayers or those not supportive of the project.” RESouRcES foR PRoMotIon At the institutional level, brand managers are responsible for providing resources that communications staff need to be effective in promoting the university brand. “If the marketing team fails to deliver the tools, then people will start improvising – that’s humans for you!” says Willis. “The marketing team needs to deliver a strong brand package at the launch of new standards. The team needs to ensure they empower staff to easily transition and reach for the tools.” Housing departments, like other college and university units, are often responsible for promoting the institutional brand in unit-specific Housing departments, like other college and university units, are often responsible for promoting the institutional brand in unit-specific marketing materials and promotional efforts. July + August 2013 41http://www.foliot.com http://www.foliot.com