Branding for Academics

YOU CANNOT NOTCOMMUNICATE.Using branding basics to market yourself and your research

ANU Presentation / July 2017 / Anitra Nottingham Welcome :) You are in the right room

HI. I’M ANITRA.

RIGHTMESSAGE.Branding means sending the

RIGHTPEOPLE.And the right messages to the

BENOTICED.Goal:

BRANDING.YOU ARE DOING IT RIGHT NOW.But what messages are you sending?

BRAND IS NOT SELF PROMOTION.

Glenn Llopis in Forbes Magazine

BRAND REPRESENTS THE VALUE YOU DELIVER.Glenn Llopis in Forbes Magazine

VALUE COMES FROM WHO YOU ARE AND WHAT YOU DO.Anitra Nottingham in this workshop

BULLSH*T.Branding is not always:

And it’s not just for marketing majors.

RESEARCHBranding can be used to promote you and your

GOOD BRANDING?Just what is

AUTHENTIC.Good branding is:

ONMESSAGE.Good branding is always:

SPACE

PHYSICS

HISTORY

(LEAVING COMFORT ZONE)

WHO ARE YOU? WHO NEEDS TO KNOW?HOW WILL THEY FIND YOU?WHY SHOULD THEY CARE?Answering these questions creates a brand strategy.

Effective personal branding starts with knowing

WHO ARE YOU AS A RESEARCHER?

Question one:

Effective personal branding

To understand this properly we will answer three questions

WHAT ARE YOURSTRENGTHS?

Exercise One: Questions

List your: personal, research and discipline-specific strengths

WHAT ARE YOU PASSIONATE ABOUT?


In a personal, and a discipline specific sense.

WHAT IS UNUSUALABOUT YOU?


About you personally, in your discipline, and about you as a researcher

IT CAN BE ANYTHINGTHINK LATERALLY.

INSERT YOUR OWN QUESTION HERE…


Make this discipline specific, it can be anything, including “why do I care?”

WRITE THIS UP AS A PARAGRAPH.

Take your answers and now


The mission statement be short, action focused and future facing

TRY SIMPLIFYING INTO A STATEMENT

Take your paragraph and


The mission statement be short, action focused and future facing

MISSION STATEMENTI FIND PRACTICAL WAYS TO MAKE DESIGN EDUCATION MORE BEAUTIFULLY FUNCTIONAL.

KEY WORDS:I FIND PRACTICAL WAYS TO MAKE DESIGN EDUCATION MORE BEAUTIFULLY FUNCTIONAL.

EDITORIAL VOICE:I FIND PRACTICAL WAYS TO MAKE DESIGN EDUCATION MORE BEAUTIFULLY FUNCTIONAL.

WHO NEEDS TO KNOW ABOUT YOU?

Question one:


Make two lists, one for your research and one for you as a professional

JOB FOCUSED

RESEARCHFOCUSED

MAKE A LIST OF THE TOUCHPOINTS.

How will they find you?

A touchpoint can be digital or physical, to find these make a journey map.

JOURNEY MAP

FOLLOW THE USER AND WRITE DOWN EVERY PLACE THEY ENCOUNTER YOU.

THIS WILL SHOW YOUWHAT MATERIALSYOU NEED TO GET YOUR MESSAGE OUT.

NOW FOR THE VISUAL INGREDIENTS.

YOUR STRATEGY MAKE CHOICES BASED ON YOUR STRATEGY

CHOOSE A BASIC BIZ CARD TEMPLATE.

Fire up Canva and then

Making a business card

This is the framework, we will use the strategy to adjust typeface and color.

CHOOSE A TYPEFACE

Making your identity starts with


Look again at your mission statement, and consider your discipline norms

SerifSans SerifScriptDisplayEach sends a different message, the choice should align with your strategy


DON’T GOCRAZY!

Anitra NottinghamDesigner, Educator and Writer

When you make a size change make it obvious and only use those two sizes.

Typography rules

CHOOSE A COLOR.

Next you need to


Color has meaning, which is both individual and culturally assigned

USE YOURFEELINGS

CHOOSE A SYMBOL AND/OR IMAGE.

This is optional but recommended if you can

Choose something that represents you, or your discipline

MAKE YOUR RESUME MATCH

You now have all the ingredients to


Use the same typeface/color and you can include your brand image if you like.

Anitra Nottingham / Designer / Educator / Writeremail [email protected] phone +61 0421 148 604 web anitraland.com

Summary

> Leadership, management and budgeting expertise

> Academic administration and curriculum development expertise

> Qualitative and design research skills

> Experienced online and onsite design teacher

> Hands-on print design and production experience

> Knowledge of HTML/CSS and UX design processes

> Fluent in Adobe Creative Cloud and Microsoft Office applications

> Strong written, verbal and presentation skills

Education

BA / Graphic Design / Monash University Australia

MPhil / Graduate School of Education / University of Melbourne Australia

Professional Experience

Online Director, School of Graphic Design / Academy of Art University / San Francisco / 06.05 – Current

The Academy of Art University is an accredited private art college in San Francisco. Reporting to the Chair

of the Graphic Design School, I lead a fully remote team of four, and an adjunct team of 38 (or more) each

semester. I am responsible for smooth operation of the online BFA and MFA programs, which mirror the

onsite School of Graphic Design. This position requires innovative thinking, problem solving, diplomacy

and excellent time management skills. Duties:

> Recruit and manage all of the online faculty for the School of Graphic Design

> Develop and manage curriculum for all online graphic design classes

> Maintain the consistency and quality of the online student experience

> Advise continuing students and review entry applications

> Resolve all student and instructor issues and disciplinary matters

> Build and maintain relationships within AAU’s 24 schools of art and design, the executive office,

the online learning design and production team, and the outside design community

> Manage and chair student review committees and supervise all graduate student thesis work

> Teaching load: 12 hours per semester across the graduate and undergraduate design programs

> Subjects: research methods, typography, history and various intermediate and advanced design studios

Design Manager, Creative Services / Intuit / San Francisco / 03.05 – 03.06

Intuit is the market leader for financial software brands including Quicken, TurboTax, and QuickBooks. I was

promoted from senior designer to lead a design team of eight local and remote, reporting to the Director of

Marketing Services. I was responsible for the consistency of brand experience, as well as the accuracy and

timeliness of all materials created by the Creative Services Team. Duties:

> Point of contact for the design and branding of corporate marketing and communication materials

> Presented design solutions and proposals to internal clients from executive-level to individual contributors

> Built and nurtured relationships with clients, vendors and in-house partners

> Directed and managed all freelance contractors

> Conducted salary and performance reviews

> Scheduled and managed studio workflow

> Controlled the Creative Services Department budget

SKIN YOUR ONLINE CHANNELS.

Taking your brand online


You now have all the ingredients you need to do this work.

MATCH HEADSHOT TODISCIPLINARY NORMS.

Everyone needs a headshot


Go off script if your strategy demands it.

DESIGNERSWEAR BLACK

CREATE A SLIDETEMPLATE

Every researcher definately needs to

Making a slide template

As a student you do not have to use your institutions template, but do use the logo.

USE AS FODDER

SHARE THEIRWORK?

Does anyone want to

Show and tell time:

No judgement, this is a safe space :)

QUESTIONS? COMMENTS?

Does anyone have any

Signing off

Hands up!

GO AND USE YOUR BRAND FOR GOOD :)

I hope that this has been practical and useful

Thanks for listening!

Find all my stuff at my website — anitraland.com