Ashland University is exploring the possibility of a branding initiative this year. Through the initiative, the university hopes to achieve a consistent and unified image among the campus community.

In essence, the university aims to clarify the confusion with its image and create a more solid and concrete brand.

“We found there was an inconsistency as to how the university viewed us,” director of marketing Jan Bond said.

This source of confusion could be found in the “I am Ashland” campaign and the recent “My Place, My Time” initiative.

A few years ago, the university developed the “I am Ashland” advertising campaign. However, many people saw it as a new brand rather than simply an advertising campaign.

In addition, people also may view the new “My Place, My Time” initiative as a change to the brand as well.

In reality, the “My Place, My Time” is separate from the branding initiative. It will only last a few months and is mainly geared toward freshmen as they begin their college journey.

To resolve these issues, AU is currently working with Marsh Brand Partners who will assist them in their plans to modify the current image. Marsh Brand Partners recently conducted a competitive analysis and evaluated AU based on comparable schools.

The firm considered several factors when assessing the school.

“They looked at the core and unique qualities of the university,” Bond said.

After determining AU’s position in the market, the company will develop three different branding options to showcase the university in the public.

For example, they may consider the current logo and determine if it most accurately symbolizes AU.

However, the scope of changes could vary based on the firm’s plans.

Once these options are revealed, the university will select the best plan.

The campus community can provide feedback about the branding initiatives. In the next month, postcards and emails will be sent to students detailing the next steps in the process.

Information about the ideas will also be available on the school website and possibly a Facebook page.

Although the specific details of AU’s brand may change, the university will remain committed to its philosophy of “Accent on the Individual.”

The concept of “Accent on the Individual” has been constant throughout AU’s history amidst its evolving image.

This phrase embodies one of the core values of AU and will serve as the guiding force behind the initiative.

After the university makes a final decision, the branding initiative will be implemented.

Changes will be reflected on the marketing materials distributed by AU and other campus materials.