Messaging
Use the four primary messaging themes of the Texas A&M narrative to inform how we connect our stories and communications with the key messages of our brand. These messaging themes should be intertwined with the brand creative expression and key brand attributes and benefits as shown in the Messaging Map.
Messaging Themes
Our Brand Platform expresses four primary themes of the Texas A&M narrative. Together, they give us a framework for expressing a variety of Texas A&M stories and help us connect the stories we tell to the messages of our brand. When writing, lean into one or more of these themes to ensure we’re telling one cohesive brand story.
Action and Impact
At Texas A&M, we turn understanding into action. Our people don’t wait around for change — they make it. We tackle big problems with big ideas — from fighting disease and protecting communities to advancing technology and powering the future. Our research and teaching are built to solve real challenges and improve lives.
This is what we do.
Character and Core Values
We believe in doing what’s right and standing for something greater than ourselves. Our Core Values — Excellence, Integrity, Leadership, Loyalty, Respect and Selfless Service — are the foundation of how we live, learn and lead. The American dream is alive, well and accessible here. At Texas A&M, our students get more than an education — they become leaders of character.
This is what we stand for.
Community and Connection
Being part of Texas A&M means being part of something meaningful. It’s a spirit that welcomes everyone and brings people together. It lives in our traditions, history and shared purpose. It is felt on campus, around the world and across generations of Aggies. At Texas A&M, you don’t just attend — you belong.
This is who we are, together.
Magnitude and Momentum
At Texas A&M, size meets purpose. We’re one of the nation’s largest universities, and we use that strength to lead and move with purpose. With top-ranked programs, a powerful research engine and a global Aggie Network, we create breakthroughs that matter. Our scale means we can grow, adapt and respond — all while delivering quality, opportunity and real-world impact.
This is how we do good at scale.
Messaging Map
Use the messaging map to help connect your messaging to our brand.