VAMK Brand Book
Together we shape how VAMK is experienced and perceived <3
The brand book is an effective tool that helps build and maintain VAMK’s brand. It provides clear guidelines and directions for communication and marketing, ensuring that we present ourselves consistently and recognisably in all our interactions. The brand book explains how we convey VAMK’s core story, use language, and utilise visual elements.
Building the Image Together
The brand is the entirety that we create with all our actions and words. Every message, encounter, and action affects the formation of VAMK’s brand. Therefore, it is important to understand how our own actions and messages influence the image we create of our organisation.
Guidelines for Everyday Encounters
VAMK’s brand is built from every encounter that our stakeholders experience with us. Whether it’s a customer service situation, a marketing message, or a personal interaction, every contact is an opportunity to strengthen our brand. This is why it is important that every member of our staff understands their role in building the brand and acts accordingly.
Each of Us Is a Brand Ambassador
Every employee and student is a representative of VAMK’s brand. When we understand the story of our organisation and embrace its values, we become brand ambassadors. This means that each of us can, through our own actions and communications, influence the image that our stakeholders have of VAMK.
Brand Identity
Our vision is to be the main partner in expertise
- Our mission is to create a competitive advantage for key players in the industry by training future experts and providing pioneering insights that help find solutions toward a wellbeing economy.
- Our vision and mission encapsulate our ambition to be an interesting, creative, and socially sustainable partner, a link between working life and students. We promote knowledge and expertise, and development work based on the requirements of the professional world. Societal impact requires enthusiasm, innovativeness, courage, openness, and the ability to find solutions.
Brand Promise
The brand promise is like the heart of the brand, encapsulating its essence: values, significance, and the benefit offered to customers and partners.
- We are an international university of applied sciences known for its community spirit. As a sympathetic and dynamic entity, we attract both national and international talents to the Vaasa region.
- We are a desired partner for collaboration. We are known as an active partner and a bold leader in the wellbeing economy.
- Sustainable development and ethics guide our actions. We are genuinely socially impactful and responsible actors, building a better future.
Tone of Voice
The company’s tone of voice gives VAMK a face, engages customers, and brings corporate culture closer. VAMK’s tone of voice is distilled into three themes: empathy, authenticity, and bold ambition.
- Empathy: Our way of speaking is positive, approachable, encouraging, and constructive. We care about each other.
- Authenticity: Our speaking style is genuinely active, inspiring, and persuasive. It emphasises a sincere desire for collaboration.
- Boldly ambitious: Our goal is to create well-being and contribute to regional, national, and international development. This resonates powerfully in our voice, and we take pride in our actions.
Our Story
A brand story creates a connection between the organisation and its target groups, evokes emotions, and helps distinguish it from competitors.
Vaasa University of Applied Sciences is committed to being a strong influencer in promoting the wellbeing economy. Together with our students, partners, and the working world, we build future skills and sustainable growth.
We are bold pioneers who train future experts and provide solutions to global challenges. At our core, we embody empathy, pioneering spirit, customer orientation, and openness – the keys to success today and tomorrow.
VAMK is your main partner in expertise on your journey!
Brand Hierarchy
The brand hierarchy is a tool that ensures VAMK’s communication is clear, consistent, and impactful across all contexts – whether it’s education, RDI activities, services, events, or partnerships. VAMK’s brand is not just a visual identity or a logo, but a whole that communicates who we are and what we represent. The brand hierarchy helps structure how different functions and projects are connected to VAMK’s identity.
Get to know VAMK’s brand hierarchy
Communication strategy
The communication strategy supports the achievement of VAMK's strategic goals. The communication strategy defines the mission and role of communication, strategic goals and objectives, as well as key messages and communication values. The communication strategy also explains how the impact and results of communication are measured and summarises the desired target image.
Graphic Guidelines
Empathy, sense of community and genuine feeling. Here you can find practical guidelines for brand-appropriate communication.
VAMK Brand Personas
Brand personas play a key role in understanding the target audience and planning marketing, providing guidance for content creation and product development. They can also be used in community building and brand personalization, helping to create a human and approachable image of the organization.
