Brand Overview
La Trobe Brand Communications
La Trobe University is at a critical point in its development. A Strategic Plan has been produced to move La Trobe forward, to build our reputation and increase our 'scorecard' against a range of measures related to education and research. Rejuvenating the way we communicate our strengths and our visual identity is part of our strategy to achieve this goal.
La Trobe has an excellent reputation throughout Victoria and our international markets. However, in an increasingly competitive higher education market we need to continue to strengthen our communications with our key stakeholders and to create differentiation from our competitors. Communicating all the qualities and achievements of La Trobe is important for building on the University's reputation and enhancing future growth.
The La Trobe visual identity and the suite of consistent and targeted messages is intended to capture the spirit and direction of the University — reflect the essence of La Trobe.
What is a brand?
A brand is a collection of perceptions in the mind of the consumer. It is constructed over time and is influenced by the experiences of the consumer, so there is a clear relationship between brand and reputation.
Branding is the marketing term to describe the process of building a favourable image for a product, service or organisation that differentiates it, in the minds of the public, from competitors or other institutions.
The brand position of La Trobe University is held in the minds of those who know of the University. Communicating the positive attributes of the University helps improve our reputation and how our brand is perceived.
Online brand style guide
La Trobe's new online brand style guide is available from the Staff Resources section of this website.