Session Description:
Discover what makes the University of Waterloo brand truly distinctive and how it can be activated with purpose and consistency across your work. In this interactive, in-person session, we’ll explore the origins and evolution of our brand, unpack the key pillars that define Waterloo’s identity, and compare our positioning with peers in Canada and abroad. Participants will leave with practical insights and flexible approaches for applying the Waterloo brand in marketing, communications, and everyday engagement - strengthening our collective voice and impact.
Learning Outcomes:
By the end of this workshop, participants will be able to:
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Articulate the core elements of the Waterloo brand, including our purpose, promise, personality and distinct points of difference that make Waterloo unique in the higher education landscape.
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Identify how our brand compares to peer universities (both in Canada and internationally), highlighting what sets us apart in education, research, and community impact.
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Apply practical branding principles to communications and marketing scenarios, including storytelling choices, messaging considerations, and consistent visual expression.
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Develop flexible, aligned applications of the Waterloo brand that enhance clarity, coherence, and strategic impact in staff-driven initiatives.
Session Structure:
Lecture-style presentation with optional Q&A
Presenter:
Michael Dorr (he/him), AVP Marketing & Brand Strategy, University Relations
Christine Goucher (she/her), Director, Creative Studio, University Relations
Byran Coren (he/him), Director, Marketing & Brand, University Relations