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CLC Brand Overview

What Is a Brand?

Marketers have offered many definitions of a brand. Here are some examples of brand definitions:

  • The American Marketing Association: “A name, term, design, symbol or any other feature that identifies one seller’s goods or services as distinct from those of other sellers.”
  • Marketing guru Seth Godin: “The set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another.”
  • Advertising legend David Ogilvy: “The tangible sum of a product’s attributes: its name, packaging and price; its history; its reputation; and the way it’s advertised”

What Is CLC’s Brand?

Our brand is the sum of what students, the community and other key audiences value about the College of Lake County. The branding process is about consistently and meaningfully communicating that value.

Why Does CLC’s Brand Matter?

By some estimates, the average consumer sees 5,000 marketing messages a day. That means it’s hard to get anyone’s attention. It’s even harder if the message delivered isn’t clear and consistent.

Getting our message—our brand—across is important because:

  • We can’t make a difference in students’ lives if they don’t understand what we offer.
  • We compete with other colleges and universities for students.
  • As a tax-supported institution, we depend on our community’s support.
  • With increasingly tight state and federal budgets, we need to seek outside sources of funding through grants and other partnerships.

CLC Branding Project

To develop a shared understanding of the CLC brand and communicate the brand more effectively, we conducted research and a creative work to:

  • Define essential brand components (brand attributes, messages, positioning, concept, tagline and promise
  • Develop a new logo to symbolize the brand visually
  • Develop a graphic identity standard
  • Develop brand messaging and voice guidelines

Purposes of this work included:

  • Enhance the public image of the College of Lake County.
  • Stimulate students’ pride in choosing the College of Lake County.
  • Clarify the relationships between the college’s campuses and sub-brands.

Branding Project Committee

Members of the CLC Branding Committee included:

Lori Oriatti
Instructor, Business Administration
Business Admin. Program

Robert Lossmann
Instructor, Art

Craig Rich
Instructor, Theatre

Viki Cvitkovic
Southlake Campus

Gwethalyn Bronner
Executive Director
James Lumber Ctr/PerformingArt

Arlene Santos-George
Adult Education and ESL

Karen Trush
Assistant Director
Workforce & Professional Dev

Scott Rial
Educational Technology Director
Teaching, Learning & Ed Tech

Denise Harnish
Senior Visual Communications Manager
Public Relations & Marketing

Carmen Lowry
Senior Software Developer
Public Relations & Marketing