Brand Narrative
This brand narrative is the most distilled creative expression of our brand strategy: the messaging, essence, positioning and personality of Texas A&M. It forms the basis of our verbal vocabulary and guides the tone of all our marketing and communications efforts. Use it as a model for style.
Our Brand Narrative
Use the following brand narrative as a model for style in your marketing efforts on behalf of Texas A&M University.
There’s an incredible power at the heart of Texas A&M.
With an unrivaled network of current and former students, faculty and staff, we are united by a call to service rooted in honor, integrity and respect. With our collective might, expertise and magnitude — there’s no limit to the good we can do.
For the good of society, we answer the call. For the good of the world, we take action. For the good of people everywhere, we work together.
At Texas A&M, we know that everything — literally everything — is possible.
For the countless lives we change, the boundless hope we provide and the endless solutions we create, we stand together.
This is what it means to be an Aggie: to lead with character and to serve with compassion for the people of Texas, the nation and beyond.
With the strength of every Aggie, we are a powerful force.
A FORCE FOR GOOD.
| Narrative | Breakdown |
|---|---|
| There’s an incredible power at the heart of Texas A&M. With an unrivaled network of current and former students, faculty and staff, we are united by a call to service rooted in honor, integrity and respect. |
People are the heart of Texas A&M. Here, we are bound by a shared purpose, care for one another and belong to a culture that upholds honor, integrity and respect for others. The power of our impact is serving others. |
| With our collective might, expertise and magnitude — there’s no limit to the good we can do. | There is a tremendous strength in what a collective can do as they work together, with intention. By sharing our knowledge, we work for the good of others, knowing that each role matters to scale our impact. |
| For the good of society, we answer the call. For the good of the world, we take action. For the good of people everywhere, we work together. | Caring enables us to do good and moves us to action. It is cultivated in how we teach, conduct research and engage across disciplines to build a brighter, safer world. When Aggies see a need, we unite to solve it. No matter the size, we respond. |
| At Texas A&M, we know that everything — literally everything — is possible. For the countless lives we change, the boundless hope we provide and the endless solutions we create, we stand together. |
We believe we are home to all things possible, and when we work together, we make things a reality. When Aggies are asked, we listen, answer, respond and act. We meet each challenge with resilience, trying again and again until the problem is solved. This mentality is fostered at Texas A&M, and it’s what makes things happen. |
| This is what it means to be an Aggie: to lead with character and to serve with compassion for the people of Texas, the nation and beyond. | We know that being an Aggie means living up to the ideals we are known for. To live a life of service, distinction and honor. We carry this sense of purpose with us as we go out into the world. |
| With the strength of every Aggie, we are a powerful force. A FORCE FOR GOOD. |
Each Aggie carries this spirit with them and it grows. It is carried out in the lives and deeds of each Aggie. The size of our collective, working together to make a difference, creates a powerful, positive impact — a force for good. |
Use Language From Our Brand Narrative
The language of our brand narrative is designed to give our communications a human voice. It helps us deliver on our messaging. It keeps us consistent and makes our stories believable. Use this language:
- To ensure that our personality comes through in the voice.The tone of what you’re writing should capture the spirit of our narrative and convey the propulsive, inspiring feeling of our language. The narrative can help you make appropriate choices to convey a relatable voice. Make sure that whatever you’re writing sounds like it’s coming from a person who possesses our personality traits.
- To give context to our messaging.We have a multitude of stories to tell and lots of information we need to deliver. By couching this information in a compelling narrative, we can help ensure that our message is received and remembered.
- To maintain consistency.With this positioning statement as a guide, we can ensure that all Texas A&M communications work together and sound as if they’re coming from one consistent brand voice.
- To ensure that the world hears our story.By keeping our story consistent, compelling and clear, we can create an incredibly powerful narrative and a tremendously potent message. This way, we can share one story, repeatedly, with a variety of audiences, across all types of media.