The Big Idea
of our Brand PlatformDuring the development of our platform we tested several creative concepts with internal and external audiences. What we learned is that our brand essence worked well as our Big Idea on how to communicate our brand well.
Informed by our strategy, our Brand Platform translates internal language into external messaging. Together, our message and our voice and tone (inspired by our Brand Platform) give us a framework for telling our story.
In the simplest terms, our message is what we say, and our voice and tone are how we say it. This section is designed to help ensure that all of our communications sound consistent, compelling, distinct and authentic.
Voice and Tone Elements
The Texas A&M University voice is the unique way in which we communicate with our audiences. It’s based in our brand personality, giving us an identifiable and consistent style of speaking, and helps us make a true, emotional connection with all our stakeholders.
Our strategic positioning and key messages form the basis of what we say. Our voice is how we say it.
By choosing our words deliberately and maintaining consistency, we will not only communicate our messages, but we’ll also shape how our audiences will feel about our messages. Use these guidelines to imbue our messaging with greater relevance, meaning and emotion.
Big Idea of Our Brand Platform
During the development of our platform we tested several creative concepts with internal and external audiences. What we learned is that our brand essence worked well as our Big Idea on how to communicate our brand well.
TOGETHER, WE STAND AS A FORCE FOR GOOD
The Big Idea of our brand expression works to define who we are and the impact we have. Texas A&M is a community that works together, united by shared values, to activate the tremendous resources of this university in the service of humanity. We have a unique opportunity and responsibility to solve problems for communities that face them, to create new possibilities for populations everywhere and to care for one another as we serve the world.
Defining Terms
Stand
“Stand” is a powerful, active word we use in a variety of ways to define the character of our community and the Core Values we represent. It’s strong, clear and deeply rooted in our identity. As the 12th Man, we stand ready and willing. Stand is an action. When we take a stand — it is a decision made with intention. Stand is our posture, our promise and our proof. It speaks to our consistency to things that will always stand and our drive to action through the ways we step up and stand out.
Force
We use the word “force” as a noun (never a verb) to describe the size, scale and power of the collective community of Aggies. It’s a way to describe the strength we have when we come together. It can apply to current students, former students, faculty and staff, researchers and any and all members of the Aggie community.
Good
“Good” is a foundational word in our brand. It’s short, strong and deeply meaningful — and we use it with purpose. When we talk about good, we are pointing to both the outcome of our work and the spirit behind it. Good is the result. Good is enduring and active. Good is the purpose and identity of what we do. In short, good is a signal. A stake in the ground. When used well, it helps convey the heart of Texas A&M — a place where people show up to do the work, stay the course and leave things better than they found them.