Hear the Conversation 13:40 – 6.3 mb mp3

Heather Swain is Vice President for Communications and Brand Strategy at Michigan State University.

“University Relations, our previous name, is confusing,” she says. “It’s hard for people to know exactly who we’re relating to.

“Communications is what we do, and brand strategy has become more important to universities over the years; having a strong brand brings value to universities.”

Branding is simply the associations people bring to the image or name of Michigan State University, adds Swain. And branding is the process of shaping those images and moving them in a positive direction.

“It’s the intentionality of moving those feelings and impressions in the way we want them to go,” she says. “And the stronger we can make those intentions the more positive things can happen for the university.

“From fundraising and acquiring research dollars to attracting better students and faculty, it impacts a variety of areas positively and is like a good rain that falls down on all of us.”