Brand Strategy
Our strategy celebrates our impact, elevates our strengths, captures our personality and defines what the world can expect from us. It’s the blueprint for building our brand. Additionally, it’s a tool that we should consult as we develop marketing plans, campaigns and initiatives.
What is Brand Strategy?
Everything we say and everything we do as a brand is built on this brand strategy. It’s how we’ll tell the world who we are, why we exist and why it matters. Every element of the strategy is the result of focused decisions to establish the positioning for our brand and a platform for our big idea. This is where it all starts.
Brand Strategy As Blueprint
The brand strategy is the blueprint for our brand experience and brand story. More specifically…
The strategy is…
- A resource for anyone who communicates on behalf of Texas A&M University
- A set of frameworks and tools specifically for building communications
- The core ideas, offers and beliefs that help convey what’s most compelling about Texas A&M
The strategy is not…
- An outward expression — a tagline, headline or finished marketing copy
- Everything that we need to say or communicate
- Fixed or static
- Only about communications
Positioning Statement
This statement articulates the conceptual core of our brand and serves as the underpinning for everything we say and do. Through this fundamental statement, all areas of Texas A&M can move forward in their own unique way, because they’ve all started from the same place. This is what sets Texas A&M apart.
| The clearest, most concise statement of who we are and what we stand for as a univeristy. | |
|---|---|
| Who | Texas A&M University |
| What | is a force for good |
| How | where Aggies stand together and step forward – united by Core Values and a shared duty – |
| Why | to build a brighter, safer world for the people of Texas, the nation and beyond. |
Brand Essence
Our brand essence distills the positioning statement into a succinct, memorable phrase. This is not meant to be a tagline, a slogan or a headline, but rather an internal expression that we can use as a recall device — a mental prompt as an anchor to our story. It serves as a filter for our story for the decisions we make and the spirit of everything we create.
Core Value Proposition
We begin to shape our story around four pillars that make Texas A&M distinct: integrity, community, action and impact. At the center of the diagram (below), we articulate the core value that we deliver to our stakeholders and why it matters.
Brand Personality Our brand personality brings our messages to life.
Personality is what humanizes our brand, bringing our messages to life with greater emotional strength and resonance. Our messages, visuals and stories should embody these traits. These characteristics and qualities define how our brand looks and feels — creating alignment between who we authentically are as a university and how our brand comes to life.