Whether you’ve been at Mount Royal for a month, a year or 30 years, you feel it: that underlying current of excitement. That sense that something incredible is happening here. We’ve all attempted to put words to it – to describe, to explain what Mount Royal is all about.
Our brand concept, Face to Face, is a concise phrase that captures the personal, approachable, responsive, authentic way in which we educate and interact with those we serve – and those we work with – on a daily basis.
Mount Royal’s “brand” simply means what we stand for – our greatest strengths and ideals. It is expressed by a brand promise and our brand pillars.
Our brand promise captures how we see ourselves, and what we want others to see:
At Mount Royal, students will experience a high quality education enhanced by smaller class sizes, personalized learning and a single-minded dedication to premier undergraduate learning.
To prove we can deliver on our promise, Mount Royal has committed to four brand pillars:
Our brand goes far beyond the goal of recruiting new students. It’s intended to help us build a strong and consistent reputation – to put a face on Mount Royal, our benefits and our distinctiveness. It is our “trust mark” for what Mount Royal represents.
The history of the Mount Royal brand runs deep. It was created through an extensive, comprehensive process that involved internal and external voices from all walks of life. With a clear and well-developed brand in hand, our object is to:
The importance of brand
Mount Royal’s brand is not simply a logo or tagline, although those can be important aspects of a brand. Our brand is really a consistent promise we make to our most important stakeholders. They include:
The brand cannot be "spin" or marketing "hype." It is built solidly on the brand pillars that Mount Royal can demonstrate and stand behind; brand pillars that are distinctive, believable and important to the essence of the Mount Royal education experience.
Terms of reference
|Brand||What we stand for, are comitted to, and want people to remember about us; NOT simply a logo|
|Brand Promise||Our brand, described in terms that our stakeholders consider important, distinctive and believable|
|Brand Pillars||The reasons why we can make the brand promise|
|Brand Concept||Visuals and words that express our brand promise and pillars. With a shelf life of about three to five years it may change as targets/markets change|
|Positioning||How our stakeholders view Mount Royal as compared with our competitors; by doing brand well, Mount Royal will get the positioning it wants|