Brand: Building the University s Reputation. promise identity core values strategy reputation shared vision

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1 Brand: Building the University s Reputation promise identity core values strategy reputation shared vision

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3 A brand is built through the total experience that it offers.

4 Brand. What is it, and why is it important?

5 Building a Brand Vision. Mission. Logo usage. Design style. While these elements all are vital to upholding the University s brand, they are only part of the equation. Brands are the expectations that stakeholders associate with our University. A brand is not only who we are and what we deliver, but also how we deliver it. At the heart of every brand is a promise to do or offer something compelling. This brand promise serves as a strategic guide within the University to shape our communications, policies, decisions, and actions. The CSU family of brands has three entities Colorado State University, CSU-Pueblo, and CSU-Global Campus that all relate to one another and to their own target audiences through a common brand promise to form a coordinated identity. This shared vision across campuses provides a set of fundamental values that brings all entities together under a core CSU name. All institutions gain credibility because of their association with a strong core brand (Colorado State University), while also highlighting their own unique qualities and capabilities. Consider Pepsi-Cola. While Pepsi is the core brand, a series of brands are part of the Pepsi family Diet, Wild Cherry, One achieving their own success within their respective niche markets.

6 How do you shape a brand?

7 Effective Communication All employees shape the Colorado State University-Pueblo brand through their actions, comments, and messages to stakeholders. Each time constituents come in contact with the University through a CSU-Pueblo brochure, telephone call, event, Web page, or even a faculty or staff member, they naturally form and reshape their opinions. When they encounter consistent, effective communications and delivery of services, stakeholders feel a sense of familiarity and confidence. The end result: we continue to improve the credibility and standing of CSU-Pueblo by delivering what we promise. The Brand Promise At the heart of your actions and communication considerations is the brand promise to the stakeholders of Colorado State University-Pueblo: an enduring internal statement of what CSU-Pueblo stands for and what we promise to deliver to every individual with whom we come in contact. Our brand promise is simply stated: Learning. Discovery. Impact. CSU-Pueblo promises every student that learning can lead to discovery and that discovery can and will make a difference an impact in this world. To apply the brand promise, ask: How does my college or unit advance this promise?

8 How do you define CSU-Pueblo s brand?

9 The Brand Position Colorado State University-Pueblo s multifaceted brand positioning statement further reinforces the brand promise, explaining who CSU-Pueblo is and what the University does, specifically, to deliver on that promise. Colorado State University-Pueblo is a premier, mid-sized public university that advances the social, cultural, and economic development of the region. We attract motivated students who seek a strong academic foundation, a global perspective, and exceptional professional preparation within a world-class university system. Students thrive in our welcoming, diverse, and collaborative community. Our nationally recognized faculty and outstanding staff provide one-to-one attention, supportive mentoring, and hands on, career-relevant learning experiences that result in life-changing education. Our graduates expand their personal boundaries and achieve their highest individual goals. To apply the positioning statement to your programs, interactions, and communications, ask: In which of these areas does my unit play the largest role? How? Be specific.

10 The Brand Drivers The brand drivers are the key differentiating points that make Colorado State University-Pueblo stand out from our competition. When executing initiatives or communicating about your unit, we encourage you to make these bragging points a reality by creating programs and highlighting individuals that exhibit these ideals. A commitment to advancing communities through social, cultural, and economic development. Nationally recognized faculty and outstanding staff committed to student success and one-to-one attention and mentoring. Hands-on, career-relevant learning experiences. A dedication to transforming lives through intellectual and personal growth within a welcoming, diverse, and collaborative community. To apply the drivers, ask: In what ways does my unit exemplify the drivers? How can my unit distinguish itself to our stakeholders using these drivers?

11 The key to effective branding is consistency: Offering the same value, level of service, and messaging to our audiences over time.

12 Building the University s Reputation This guide is designed to help you align your efforts with the CSU-Pueblo brand. Whether you are developing a communiqué, proposal, or brochure; planning an event or presentation; or creating policies or programs, this resource can help you produce communications and inspire actions that fully represent the University s ideals and character.