Bangor University: Strategic brand narrative and messaging framework

In 2022 we worked with Bangor University on an extensive project to define the University's strategic narrative and to bring that to life with a messaging-to-content playbook.

This wasn't an easy challenge.

The University has many wonderful things to say, but differing priorities of different audience groups - and the need for the narrative to work in both English and Welsh - added complexity to distinguishing simple yet powerful messages. It was important that each language was treated equally, and that we didn't view English as the default and Welsh as the translation. Indeed, some of the final messages and important parts of the brand essence originate from Welsh words for which an English equivalent doesn't fully exist.

Our work included:

• Extensive stakeholder consultation (in English and Welsh)

• Audience research (also in English and Welsh) conducted across priority audiences

• Development of messaging concepts to test, and creating sample copy

• Testing messaging and narrative concepts in English and Welsh

• Developing the content for the final brand narrative playbook.

You can see the full guide on the Bangor University website.

The guide - produced in two languages - included:

• A statement about why brand narrative is important

• Distilling the brand essence into purpose, position, and five core pillars and values

  • Belonging and togetherness

  • Heart and openness

  • Wisdom and excellence

  • Honour and rootedness

  • Vision and bravery

• Three different length versions of a "who are we" statement

• Specific brand messaging for different audiences, which includes a positioning statement, example copy and vocabulary, along with the evidence for each key message.

Call to action

We understand that each organisation is different. That’s why we offer bespoke consultancy services and training programmes to ensure that what we deliver is right for you, your team and your current challenges. 

We can support you with developing your course content and provide bespoke copywriting training to meet a variety of needs. For example:

• Essential copywriting

• Advanced copywriting

• Bespoke copywriting for specific channels and purposes

• Copywriting training for academics and staff without a communications background who need to communicate as part of their role

Get in touch with us to discuss your needs further.