Brand Essence
To express the big idea and key themes of our brand, we use a variety of language constructions to create a fuller picture. Choose the appropriate language to underscore the relevant messages and related elements of our brand story.
Our Brand Essence
“Together, We Stand”
This can focus on community or the values we stand for. Can lead or close a thought or headline. “Together, we stand for … ” or “For … we stand together.” Focuses on the “we.”
Examples:
- Together, we stand for selfless leaders
- Together, we stand for safer communities
- For a better tomorrow, we stand together
Secondary Brand Language Constructions with ‘Together, We Stand’
“Standing Together”
Speaks to the impact of our actions. What we stand together for.
Emphasizes collaboration and mutual support. Highlights the role of community in driving change. Shows that standing together is our default — not a response, but a way of being. Use it to reflect unity in action, not just sentiment.
Examples:
- Standing together to improve lives
- Standing together for a bigger impact
- Standing together for the future of energy
“Stand”
Speaks to the responsibility we have to make a better world.
Conveys urgency and responsibility — the way we respond to global challenges, work with one another, prepare for the worst, etc. Highly flexible and adaptable. We stand in. We stand up. We stand ready.
Examples:
- Stepping up to the challenges that face communities
- Standing firm in our values
- Standing behind our students
- Standing strong for healthier waterways
- Texas Aggies have always stood where duty required them to stand
“Together”
Speaks to our community and what we accomplish as one.
Underscores the uniqueness of the Aggie identity and why it’s important. Shows how we support one another and work together. Speaks to our community and what we accomplish as one.
Examples:
- Together, we are stronger than any individual
- Together, we are a powerful force for good
- Together, we are an inspiration to communities everywhere
- Together, we are a mighty community of hope
“A Force for Good”
Speaks to the size and scale of our community. Emphasizes the magnitude of our impact. Focuses on the challenges we’re tackling, and how we’re uniquely suited to do so. We use “force” as a noun. We never use “force” by itself.
- A strong community dedicated to improving lives — a powerful force for good
- A force for good in health care
- A force for good
Secondary Brand Language Constructions with ‘A Force for Good’
“For the Good of”
Speaks to the benefit of our work. What the world gets.
Speaks to the benefit of our work. Focuses on the people we serve and puts them first. For this reason, we do this. Leans more into the “why.”
- Creating better opportunities — for the good of our students
- For the good of Texas industries, we bring new ideas
- For the good of rural communities, we bring new hope
- Making a difference, for the good of the Gulf Coast
“Good”
Speaks to our purpose.
Speaks directly to our purpose. It is enduring. It is the result of our work.
- Do good, be good, make good
- Doing good for the communities of the Texas panhandle
- Creating good in unlikely spaces
- Good for farmers — good for the world
Headline Constructions
The verbal frameworks on the following pages offer easy ways to connect information to the broader themes of our Brand Platform. “A Force for Good” is a quick and identifiable way to express our brand essence in a single phrase. But the constructions in this section are versatile options that can help keep our voice fresh and engaging.
Use these constructs as a jumping-off point for storytelling. Fold them into your communications when appropriate or allow them to inspire whatever you’re writing or communicating.
A Focus on the Good
YOU CAN SAY GOOD WITHOUT SAYING “GOOD”
Create headlines that speak to the innovative and world-changing work we’re doing to ensure a brighter future for all. These examples can use “We Are a Force for Good” as a sign-off, but they can work equally effectively without it. Use active language and hard-driving verbs for more energetic and lively messaging.
Examples:
- Conserving tomorrow’s catch
- Creating a sustainable future for food
- Farming the final frontier
- Revolutionizing traditional health care
- Future-proofing disaster recovery
- Harnessing the power of AI and generative systems
In this example, we promote our award-winning research through the headline “Breathing Hope Into World Changing Ideas”.
What We’re For
YOU CAN SAY VALUE WITHOUT SAYING “VALUE”
Shows how Texas A&M is responding to the needs of the world. Illustrates how we have a unique responsibility and capability. (size + values = impact) Focuses on impact and outcomes. We can say what we stand for and what it leads to.
Examples:
- We have what it takes to safeguard our shorelines
- We know what it takes to find new understanding
- To secure our food supply, it takes a powerful force
- We know what it means to set the bar for excellence
In this example, we highlight to supply and shape the future workforce through the headline “A (Work) Force Multiplier.”
Our Size and Strength
YOU CAN SAY BIG WITHOUT SAYING “BIG”
By incorporating language that expresses the strength of our Aggie community and the focus of our work, we can help draw a larger narrative around the work that we do. When sharing stories of our strength and size, we can use figures, accolades, rankings and awards to showcase the work.
Examples:
- When research serves the nation, scale matters
- Spirit and dedication that’s 700,000 Aggies strong
- The shared commitment and collective spirit of 80,000 students
- A powerful community dedicated to improving lives
- Thousands of students, researchers and innovators, equipped with the resources of a world-class institution
In this example, we highlight our size and strength through the headline “When research serves the nation, scale matters.”
Revealing Our Character
Even more important than what we do is why we do it. Use headlines that show the kinds of people we are and reveal the Core Values that drive us.
Examples:
- Unwavering commitment to a brighter, more secure world
- Relentless dedication to the future of human and animal health
- Deep loyalty to a community that pushes for better answers
- Unshakable spirit that compels us to serve others
- Endless drive for new possibilities beyond our solar system
- Unlimited good for countless lives
In this example, we focus on the why behind what we do through the headline “Driven by purpose. Impacting the world.”