Here are a few quick lessons learned that apply to any brand:
- Be consistent. Dr. Bosco used "my" every time he referred to the student body. "My freshmen ..." "My students ..." "My kids ..." This personal approach is a direct reflection of the K-State brand and attitude. It's also a reminder of how much every word matters.
- Tell a great story. Sure, you can walk the talk. But can you drive the jive? Dr. Bosco drives a purple Jeep. I know, because he told us a great story: When he's backing that purple Jeep out of his garage, he continually hits the Jeep roof on the garage door. Why? He's so eager to get to campus, he can't wait until the door is all the way up. He used this to illustrate the importance of doing something you love. Forget branding -- there's a career lesson we can all take to heart.
- Invite feedback. After the high school juniors left the auditorium, Dr. Bosco talked briefly with the parents -- explaining that his presentation to the juniors was new and asking us for feedback. He wanted to make sure it hit home. It's another reflection of the K-State brand: Learning is essential. Don't be content with good. Go for great. What can we do bettter?
Would you give your home phone number to a customer? Just in case they might need it?
Disclaimers: I don't bleed purple. I didn't go to K-State. I'm a proud MU grad and spent eight fun years in University Communications at UMKC. Nonetheless, I'm glad we've become a Wildcat family.
*Good grief. I'm old.