Tech Transfer Central

Best Practices for Branding and Rebranding Your TTO: It’s More Than a Name and a Logo

Format: On-Demand Video with closed captions
Originally presented: Thursday, June 15, 2023
Price: $197

As the role of technology transfer offices continues to evolve — with more focus on startups, rising emphasis on impact, and heavy involvement in economic development and corporate partnership — it’s critical to communicate this changing focus and expanded mission to stakeholders and customers: faculty, administrators, alumni, licensees, investors, partners, and the public at large. And your brand – and in some cases your “rebrand” – is a key factor in how you present yourself, and well as how you’re perceived.

Branding is the foundation of marketing strategy, and your brand needs to be carefully developed and nurtured to ensure a solid base upon which your marketing, your reputation, and your overall performance is built.

That’s why our Distance Learning Division has partnered with senior director of marketing and communication for the University of Utah’s PIVOT Center, Amanda Ashley for this practical webinar workshop:

Best Practices for Branding and Rebranding Your TTO

Ms. Ashley will teach you how to clearly define or redefine your brand, from strategic vision, principles, and philosophy to practical strategies and tactics for creating a style, tone, and on-brand messaging directed to key stakeholders.

Here is a sneak peek at the program agenda:

  • What is a Brand Identity and Why is it Important?
  • Defining your Brand
    • How to conduct a brand workshop with your team
    • Brand guidelines
  • Brand Goals and Measuring Success
    • What do you want to accomplish?
    • How do you know it’s working?
  • How to Translate Brand Strategy to Action and Tactics
    • What do you represent?
    • Who are you talking to and what’s important to them?
    • Research and Analytics
  • Storytelling
    • It’s not all once upon a time…
    • Personas
    • Content Strategy that changes behavior
    • Digital Communities of Participation
  • Best/Worst Practices
    • Consistency vs. Inconsistency

Meet your program leader:

Amanda AshleyAmanda Ashley
Senior Director of Marketing & Communications
PIVOT Center – University of Utah

Ms. Ashley has been director of marketing and communications at PIVOT since 2022 and with the U since 2016. She leads a team responsible for developing branding, marketing, and communication strategies to advance the U’s innovation ecosystem through the sharing of effective practices and ideas related to technology commercialization, corporate engagement, and economic development. Amanda focuses on collaborating and working together with partners to achieve a shared strategic vision to advance university discoveries that improve lives and benefit society.

Our Guarantee of Quality and Value

We stand 100% behind the quality and value of our products. If you are dissatisfied, simply let us know and we will send you an immediate refund for your entire order -- no questions asked.

Digital Package

This program is delivered as a digital package that includes the on-demand video with closed captions and the slide deck from the live presentation – and you can share it whenever you wish throughout your organization.

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