News
SKEMA launches a review of its brand platform
As part of the rollout of its strategic plan, UNVEIL 2030, SKEMA Business School is undertaking a broad review of its brand identity in order to better support its ambitions, strengthen the consistency of its expression and affirm its positioning in a fast-changing international environment.
A structuring tool for the brand
Last October, SKEMA unveiled its new strategic plan, UNVEIL 2030. The school is now opening a new phase of reflection on the evolution of its brand platform in order to support this next stage of development and translate its future ambitions.
A brand platform provides the reference framework that aligns vision, messages and communication actions.
It is designed to:
- ensure consistency across all communications,
- strengthen differentiation,
- consolidate a strong brand image,
- and guide both internal teams and external partners.
It formalises SKEMA’s identity: what the school is, what it stands for and how it expresses itself.
A positioning exercise above all
At the heart of the process lies positioning. It is built around clear and deliberate choices concerning:
- vision,
- mission,
- differentiating factors,
- values,
- and the brand signature.
Two further dimensions complete this framework:
- tone of voice,
- visual identity (logo, colours and typography).
The guiding principle is clear: visual expression must reflect a strong strategic positioning.
An evolution aligned with SKEMA’s ambitions
Driven by strong momentum since its creation in 2009, SKEMA now intends to evolve both its positioning and its brand expression in order to:
- increase its international visibility,
- assert a more distinctive image,
- and strengthen its attractiveness.
- A collaborative process
Initiated by the Brand and Communications Department and conducted over several months, the project follows a cross-functional and collaborative approach. It currently involves several departments across the school.
A first qualitative analysis phase has already been completed:
- competitor benchmarking,
- 25 hours of interviews,
- 43 profiles interviewed across 19 stakeholder categories (students, staff, faculty, alumni and executive committee members) across all campuses.
Next step: wider consultation
To complement these first qualitative insights, SKEMA now wishes to broaden the process to a wider audience, including students, staff and alumni, through a questionnaire. Your perspective is valuable in helping shape this reflection and contribute to SKEMA’s influence.
