Ms Tisch Farrell, Marketing & Brand Manager addressing the media
Over the past few years the Vaal community has have been referring to Vaal University of Technology (VUT) as ‘’Vaal Tech’’ taking it back to when it used to be a technikon. The 2016 Brand Audit which was conducted amongst a vast number of internal and external stakeholders, including competitors, revealed that VUT is not relevant anymore, and customers struggle to find an emotional connection with the VUT brand.
Ms Tisch Farrell, Marketing & Brand Manager at VUT has taken a lead to change the outdated mindset about the university with the campaign #changevut as a forerunner for the process of rebranding VUT.
On 10 February 2020, various media houses were introduced to the campaign that is setting the stage for the rebranding of VUT, which is estimated to take 6 months internally, after which VUT will introduce a BRAND NEW VUT to the community. The campaign is aimed at creating a renewed sense of belonging for internal stakeholders (staff and students), promote brand loyalty and increase brand equity.
The spiral on the logo represents the 360-degree positive spin in a new Direction in terms of changing the way we conduct business, improve on client services, start acting our Values, but to name a few.
Internal stakeholder needs to understand that a Brand is not just a logo, but the essence of a strong brand is about behaviour, the way we walk and talk. Do our customers experience who we say we are?
The #changevut campaign will bring about a NEW institution that its customers, and business partners want to associate with, as it will embrace every aspect which is needed to remain relevant for a very long time.