The Lake Washington Institute of Technology Brand

The definition of a brand is:

• The set of expectations, memories, stories, and relationships that, taken together, account for a consumer’s decision to choose one product or service over another. – Seth Godin
• A set of perceptions and images that represent a company, product, or service.
• The essence or promise of what will be delivered or experienced.

The History of the Lake Washington Institute of Technology Brand

In 2014, a new branding initiative was endorsed by President Amy Morrison. The branding initiative creates an identifiable and consistent image for Lake Washington Institute of Technology (LWTech) by:

• Building awareness of the high quality and breadth of LWTech through powerful messages for use in all communications.
• Designating a memorable positioning statement that reflects LWTech’s qualities and goals for students.
• Defining visual standards to give LWTech a recognizable identity across all communications media.

These standards and guidelines are intended to enhance the image and reputation of LWTech and all of its departments, activities, and programs. They are for anyone within the Institute looking to market a specific class, program, or service.

Brand positioning is meant to clarify what LWTech does and what makes us unique. Below are some of the findings of the branding research. These ideas—basically a description of LWTech’s strengths and personality traits—are the underpinning of the standards and guidelines. The below statements are not intended to be public facing, but instead to act as a guide for the development of all communications.

Inclusive: We intentionally create a welcoming environment where all feel a sense of belonging.

Innovative: We are leaders in maximizing opportunities to create a thriving college community.

Collaborative: We are open to change and work together to achieve success for all.

Respectful: We engage others with acceptance, open-mindedness, courtesy, and care.

Our Story

Practicality infused with innovative creativity. That’s our answer to the question of what it takes to succeed in a rapidly changing market environment. The innovation economy demands critical thinkers with knowledge and skills that travel well. At LWTech, we build those core strengths from the inside out. We focus on growing our students’ capacity to adapt, change, and meet challenges creatively as we know that is exactly the form of currency employers in our region prize highly.

Key Messaging

Our number one priority is giving students the workforce skills they need to thrive in the region’s dynamic economy. Always include students in your message. Look for ways to incorporate student stories and achievements.

Hands-on experience is a critical part of our educational approach. We know employers want new hires who can be effective on day one. We develop the technical skills of our students while cultivating the behaviors and habits that are integral to employee success. Our academic offering emphasizes the importance of applied learning because we believe that “doing” is integral to “knowing.”

Classes are taught by exceptional faculty who have real-world experience and who care deeply about student success. We have dedicated staff with a long-term commitment to creating a healthy, supportive environment for student achievement.

We are in touch with industry trends and employment needs across the region. We’ve built strong networks, engaged industry leaders in our advisory committees, and involved staff at all levels so that we, as a campus-wide community, stay abreast of employer perspectives. Reinforce the relationships with the community and our partners and how they benefit the student experience.

We are passionate about providing opportunities for people at any point in their career, as we believe in creating pathways to a brighter future.

We train our students in a manner that builds global perspective so that they are agile in working across culture and embracing diversity. We prepare students to be competitive in a global market.

Target Audiences

• the community/potential students/potential employees
• current students
• industry/employers
• faculty and staff
• the media