At DePaul, we believe that a university brand isn’t something you create one day. It is a representation of the lived experience that many people have with it over many years. The key is to understand what your brand IS, gain agreement to how to evolve it (not easy in a decentralized higher ed environment) and develop an action plan to close the gaps between where you are and where you want to be. In this session, I will share the process that DePaul University recently used to refine our brand, starting with in-depth audience research, moving to strategy sessions, and ending with a plan of action, which included gaining agreement to how we wanted to evolve the brand, integrating the brand work into the university’s strategic planning process (the “what we do”) and the development and execution of a marketing plan (the “what we say”) to communicate the brand to all internal and external audiences across all media, including advertising, print, the Web, and social media. In addition to telling you what we did and how we did it, I’ll also share what I think we did well, the problems we faced, and the things we learned along the way.