SMU – THE SPIRIT AND THE LETTER OF THE BRAND

What happens after you identify the brand positioning of your institution?

How do you galvanise people to internalise and consider the importance of the new brand intent? How do you help them to “live the brand”? Because only by doing so, are you doing more than paying lip service to your brand, but treating it as an organising principle for how the institution behaves.

  • SCOPE
  • STRATEGY
  • DESIGN
  • ACTIVATION
  • INDUSTRY
  • CORPORATE
  • EDUCATION

CHALLENGE

Too often, a brand book is a brochure that dictates direction. It becomes a one way conversation — we wanted to turn this on its head, and designed the SMU Brand book to spur personal reflection and self-discovery.

SOLUTION

More than a brochure, this beautifully printed book is something that people want to read, reflect on and carry around with them. In doing so, the Pursuit of Meaningful Impact becomes a strong brand story which starts from within — it becomes part of the institution's culture, it’s written into its DNA and the hearts and minds of its people.

IMPACT

Launched at a staff townhall in January 2018, In Pursuit of Meaningful Impact became a personal and highly individualised journey through which each staff or faculty could unpack the SMU brand in ways that were significant to themselves. 

This journey in pursuit of meaningful impact is about understanding the spirit behind the words and recognising SMU’s intent and core purpose. We all need to understand the spirit of what we are trying to do in order to pull in the same direction. This will ensure that it is not just what we say that is consistent and coherent, but what we deliver as a result of this.

Professor Lily Kong
Provost, Singapore Management University,
in her 2018 welcome address to staff of SMU