{"id":5468,"date":"2024-10-28T12:04:18","date_gmt":"2024-10-28T12:04:18","guid":{"rendered":"https:\/\/brandkind.fi\/reference\/vaasan-yliopisto\/"},"modified":"2026-07-08T10:27:45","modified_gmt":"2026-07-08T10:27:45","slug":"vaasan-yliopisto","status":"publish","type":"reference","link":"https:\/\/brandkind.fi\/fi\/reference\/vaasan-yliopisto\/","title":{"rendered":"Vaasan yliopisto"},"content":{"rendered":"\n

University of Vaasa case study: Creating meaningful futures<\/h2>\n\n\n\n

The University of Vaasa is one of Finland\u2019s leading universities where study and research is conducted in fields that hold the key to solving the challenges of today and tomorrow. It is also one of the country\u2019s most internationally attractive universities.<\/p>\n\n\n\n

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Tools used<\/h2>\n \n \n
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\n\n LinkedIn<\/span>\n \n \n <\/div>\n\n \n
\n\n WordPress<\/span>\n \n \n <\/div>\n\n \n
\n\n Google analytics<\/span>\n \n \n <\/div>\n\n \n
\n\n Meta<\/span>\n \n \n <\/div>\n\n \n
\n\n Adobe creative suite<\/span>\n \n \n <\/div>\n\n \n
\n\n Blender<\/span>\n \n \n <\/div>\n\n \n <\/div>\n\n \n<\/div>\n\n\n\n\n

Testimonial<\/h2>\n \n
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\n \u201cBrandkind has shown a keen interest in understanding the motives, drivers and inner workings of the university while simultaneously being able to bring a more commercial mindset to our academic world.\u201d
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Hanna-Mari Soini, Director of Marketing and Communications, The University of Vaasa<\/div>\n \n <\/div>\n\n <\/div>\n\n<\/div>\n\n\n\n

Case 1: A brand narrative that communicates real purpose<\/h2>\n\n\n\n

A good brand story resonates with all relevant audiences across all media. It\u2019s easier to connect with a brand when their story is strongly rooted in their reality.<\/p>\n\n\n\n

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Aligning brand communications with strategy<\/h3>\n\n\n\n

The academic field in Finland is increasingly competitive, and to ensure future success finding and communicating a clear position is absolutely vital. Strategy development typically calls for new approaches to communications as well.<\/p>\n\n\n\n

The University of Vaasa\u2019s new strategy, which came hand-in-hand with several new appointments within its leadership, called for a significant leap in brand presence. The university needed to not only unify, but also to clarify and communicate the essence of their brand.<\/p>\n\n\n\n

Identifying and communicating true meaning<\/h3>\n\n\n\n

To ensure the brand narrative of the University of Vaasa truly represented the organizations ambitions, operations and colourful personality, a comprehensive round of interviews with all key stakeholder groups was conducted. Amidst the vast amount of information and infinite number of opinions, one thing became abundantly clear. Across all the defined audiences the university provided personal meaning and signified the opportunity to fulfil one\u2019s true potential through study, work or research.<\/p>\n\n\n\n

This epiphany became the university\u2019s new brand promise \u2013 Significant and meaningful \u2013<\/strong> encompassing both the spirit and factual mission of the university. To tell the story and help deploy the strategy behind the brand refresh a film series was produced to communicate the new brand promise as well as the key themes of the new strategy.<\/p>\n\n\n\n

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A story that truly resonates<\/h3>\n\n\n\n

The film series that efficiently communicates the new brand narrative and strategic approach have been received well across the board and circulated widely in social media. Engagement numbers and views across all platforms have been encouraging.<\/p>\n\n\n\n

The new brand story collected and crystalized what the essence of the University of Vaasa already consisted of. The films have struck a delicate balance between emotionally engaging storytelling and the more factual style of communicating, which comes naturally to an academic entity like the University of Vaasa.<\/p>\n\n\n\n

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