From the ideas worth stealing department: Virginia Tech’s Certified Brand Ambassador Program.
The program is a six-course package, offered in two phases, that appears to provide a comprehensive education on the university’s brand identity, from its history to its usage and application in various media. Once participants complete the program, they become certified brand ambassadors. This looks like a good approach for building internal buy-in for a university brand. Nice work.
According to Elizabeth Scarborough of SimpsonScarborough, Virginia Tech’s Melissa Richards is seeking out similar approaches to internal brand-building. Scarborough isn’t aware of any quite like this, but gives VT kudos for their effort.
“This is a great example of where our profession is headed,” she writes. “Our centralized marketing departments will be responsible for developing a brand strategy and training everyone else on campus how to use it, apply it, live it, and expand on it.”