Brand Values Nordic Campus
Part of the Nordic Campus formula is working with so-called Brand Values.
The Nordic Campus Brand Values serve as a framework for the development of the various campuses. This significantly impacts how themes such as public space, architecture, design, the socio-economic domain, and communication on all these topics are addressed.
The foundation for storytelling is also developed based on these Brand Values; the added values of the location that must be reflected in both the offerings, the stories about them, and their recognizability.
The words, the explanation of the words, and the relationships between them together form the Brand Values. Together, they should be able to highlight the brand's distinctiveness and added value compared to other campuses
1. Sense of Place
Where are you? What elements of the region are reflected on campus? At the Nordic Campus, you'll experience where you are. If you were blindfolded and placed inside the building and had to guess where you were, you'd know immediately! A campus that capitalizes on local qualities, culture, and businesses. All your senses are stimulated to let you know where you are. The Nordic Campus is the first to truly make a difference in that regard!
2. Sense of Season
At the Nordic Campus, we take the climate and therefore the changing seasons into account. These changes are noticeable on campus, and you can even look forward to the next season. We think modularly and flexibly (like festivals, for example) to achieve this.
In winter, you find a cozy spot under an awning, on a woolen blanket with mood lighting and a fresh pumpkin soup, while in summer you sip your "watermelon smoothie" on a garden bench among the wildflowers. Think of the greenery, the food and beverage offerings, the indoor and outdoor furniture, and the campus's décor. They are indicators that a new season has begun. Research in environmental psychology shows that these kinds of stimuli keep you refreshed and can counteract the "seasonal blues.".
The seasons within the campus are also marked (exams, open days, etc.).
3. Sense of Culture
Nordic culture is the guiding principle (Northwestern European way of looking at the world. So definitely not Anglo-Saxon/corporate). We apply this to everything.
So, for example, how hierarchy is viewed, workload, health, collaboration, how we interact with each other, sustainability, etc. With every new project we develop, we ask ourselves what the important principles of our culture are compared to other cultures and therefore dare to name and communicate that difference.
Appreciation for one's own culture, a better understanding of one's own culture, and pride in our own culture. International students also learn how we view the world. At the same time, you learn that things you take for granted aren't always the case. This also gives you a greater understanding and respect for other cultures.
4. Sense of Vitality
The way we take vitality for granted is deeply ingrained in our culture. Children cycle to school or sports facilities. We also do our grocery shopping by bike. We want a balance between work and leisure time. Work pressure and performance pressure are offset by a high number of days off. There's a growing focus on employee happiness and vitality. Employers offer perks for employees, such as company bicycles (bicycle plans), gym memberships, and on-the-job massages.
School cafeterias, sports cafeterias, and workplace cafeterias are increasingly offering healthy food. The smoking ban is being enforced more and more. There's a growing focus on stress reduction.
How do we ensure that we always make the healthiest choices for students and employees on campus?
The context should encourage personal development and self-care, naturally guided by the latest insights!
5. Sense of Future
What do we carry with us from the past into the future? Old crafts that are still relevant, things that have been further developed, and entirely new things.
This also means that every adjustment on campus must be investigated:
- Awareness of the changing zeitgeist. We must be at the forefront!
- What trends and developments are taking place in society that we can tap into and/or offer a solution for?
- Which regional issues are good enough to apply in their current form or in their renewed form?
- What new regional developments are there that we can make use of?
- What are the most innovative materials and techniques, and can we apply them? Can we be a pilot for innovative projects?
- What knowledge does environmental psychology have about the component to be developed? What research can we use, or can we commission our own research?
- Flexibility is of great importance here
- Future-proof development: developing back in time (man on the moon)!
6. Sense of Cooperation
The environment encourages collaboration. This includes students within a single program, students across programs, students and lecturers, and students and the regional business community, the University of Applied Sciences, and the municipality. Facilitating these collaborations and showcasing them (storytelling) is one of the key responsibilities of the Nordic Campus.
7. Creating memories
Creating a place where unforgettable memories can be formed. Events are best remembered in familiar places. We therefore organize the context within which memories are created and within which as many positive associations as possible are forged. This means that we repeatedly draw on all existing knowledge on this topic and apply it.
We therefore use technology to stimulate all the senses on campus so that we create an optimal climate for creating memories.
If we've applied the other six Brand Values correctly, "Creating Memories" is a consequence. It's therefore a good final assessment criterion.