Outreach Kit, Section 3: Branding & Messaging

Overview  |  Outreach Inventory  |  Branding & Messaging  |  Outreach Planning  |  Further Reading & Final Thoughts

Download Outreach Template & Planning Table 

 

Whether you are leading a small project or a national center, creating some basic branding and messaging for your ATE funded work can be extremely helpful and save you time and energy. By considering branding early on, you will create materials that feel connected and cohesive from the start of your project or center. Similarly, taking a bit of time to think about your messaging will ensure you use language that resonates with your audiences and keeps your outreach and dissemination efforts on point. Here are some examples of how branding and messaging supports your efforts.

  • Your materials look professional and polished – the look is cohesive across types of resources (slides, handouts, website)
  • All staff and partners know which colors or fonts to use when creating materials
  • Text created for blog posts, newsletters, and social media is consistent and the message is clear
  • Audiences can easily recognize your brand and identify resources created by you and your team

Branding Quick-StartA smiling person presents image options

In thinking about your brand here are a few ideas to help you get started.  As you go through each of the exercises below, record your answers on your template.

  • Describe your project or center using any six words. Some examples might include – innovative, educational, student-focused, friendly, supportive, exciting, cutting-edge.
  • Pick three descriptors that describe your project or center’s personality. Friendly, open, smart, calm, intense, powerful – this can be a little difficult at first but have fun with it - it’s an interesting way to see how each person on the team thinks about the project or center.
  • Find websites that resonate with your descriptive words, personality, your audiences. Look at other ATE projects and centers, professional associations, educational institutions and industries related to your field. What do you think of their branding? Which ones are appealing to you and your team?

As you consider the words you chose and the personality you’ve come up with, as well as the look and feel of the websites that are particularly appealing, you can begin to think about several other aspects of your brand. These are listed below and there is space on your template to record your ideas and choices.

  • Colors – Bright primary, pale soft pastel, or jewel tone – which color palette tells your story and aligns with the description and personality that’s evolving as you think about your brand?
  • Fonts – different fonts have different connotations. Whether you go with a serif or sans serif font, just make sure it’s readily available.
  • Logo – You may or may not want to create a logo for your project or center. If you feel a logo would be useful, take a look at what others in the community have done and think about the type of logo (abstract or representational) that fits the brand you’re creating. Record links to logos you find that are appealing. You may be able to get help from your campus design or marketing team to create a logo.