Too often, pontification is the enemy of progress
In our experience, the tendency for universities and innovation hubs to delve into details and miss the big story determines whether a brand is actually launched/redefined or not.
This tendency is common in both the commercial and academic worlds.
That’s not a criticism but an observation. Detail is the strength of many academics, rooted in years of study and complex theories. And as bastions of knowledge (and supporting detail) universities can tend towards digging deep into the detail, in pursuit of perfection. Ultimately momentum is lost and projects run out of steam.
That’s why we recommend establishing the cross disciplinary team with a brief, along with clear objectives to work together on the Purpose, Mission, Vision, preferably with an independent ‘outsider perspective’.
This can rapidly lead to the development of the overarching story (often referred to as the Brand Idea) and the overall identity.
It may not be functionally perfect at this stage but identities are built over time, not at launch. Sure, the launch is incredibly important, but in a field such as innovation, it’s accepted that things change over time and simply can’t stand still.
So your Impact Identity may go through stages of further development in the short, medium and longer term, but that’s to be expected as you build your ecosystem of partners who will inevitably influence aspects of it.
“The quantum strategy project produced really great outputs and a terrific piece of work.”
Musty Rampuri, Director Quantum Technology Innovation Centre, University of Bristol
"Firehaus helped us articulate our purpose in a straightforward and engaging way for our diverse stakeholder audience, with a distinctive brand identity to give us much-needed standout. The process was hugely insightful, revelationary and enjoyable, transforming how we think about Discribe's potential and how we present ourselves to the world”
Professor Adam Joinson, Director of Discribe
“Firehaus have been at the heart of turning a good idea on paper into a user-centric reality. They’ve given us a strong balance of strategic challenge and direction, creative ambition and ingenuity alongside the feet-on-the-ground experience to know how to get things done well in good time.”
Steve Edwards, University of Bristol Enterprise Services
“Firehaus were great to work with. They explained everything and discussed our choices. They listened to our multiple stakeholders and were very flexible. We ended up with something we are delighted with – but would never have been able to do ourselves!”
Professor Jill MacBryde, University of Strathclyde & Director of Interact
The important thing is starting
You’ll have your Purpose, Mission, Vision and Values as the touchstone and hopefully a set of trusted relationships among an ever increasing number of stakeholders.
Get out and tell your story.
See what works and what doesn’t.
What feels comfortable and what jars.
But never make it too comfortable because it might just become wallpaper.
Express what you’re for, as well as what you’re against
See who it attracts and who it doesn’t.
You won’t please everyone and neither should you.
After all, one key pillar of marketing is sacrifice!
Igniting your university or innovation hub identity can catalyse commercial opportunities. It can harness a sense of purpose, shared mission and energy that leads to greater entrepreneurialism, new sources of funding, new corporate partnerships new IP income, and an improved reputation – even fame.
To help a greater range of stakeholders to embrace this opportunity a simple change of language can help focus minds. Less corporate identity – more Impact Identity. It could increase the likelihood of maintaining a culture of innovation and ...
> intensify the clarity and focus of your purpose, mission and vision
> inspire emotional engagement
> invigorate internal stakeholders