With every statement, communication, and interaction you make, measure it against the six brand attributes. Then ask yourself, “Does this strengthen our constituents’ understanding of who we are?” Beyond sharing facts and features of our university, campus, and programs, ask yourself, “How do these statements make a positive impact on the people we serve?”
So, for example, while it is true we have one of the most diverse campuses in the country, we must communicate why this is important to our constituents. This simple fact becomes a compelling benefit:
Here are other examples of how our brand attributes can be translated into meaningful benefits that connect with our constituents — provided not from our point of view, but from theirs.
Brand Attribute:
CSUDH provides a transformative educational experience that changes students’ lives as well as the lives of their families and communities.
Message:
“I was the first one in my family to graduate from a university. CSUDH has helped me build the confidence, knowledge, and skills to advance in my career, support my family, and inspire my own kids to go to college.”
Brand Attribute:
CSUDH recognizes the financial investment students and their families make and provides a clear path to a degree with step-by-step guidance along the way.
Message:
“My CSUDH academic advisor made sure I registered for all the right classes, so I can finish my degree faster.”
Brand Attribute:
CSUDH academic excellence is supported by internships, social engagement, community service, and student research opportunities.
Message:
“My work on my research project has attracted the attention of a leading graduate school and played a large part in helping me secure a scholarship.”
Brand Attribute:
CSUDH offers outstanding faculty, academic selection, student life, and graduate success.
Message:
“There’s always something interesting happening on campus — a concert, a poetry reading, or a lecture. I’m thriving here.”
Brand Attribute:
CSUDH embraces diversity and views our diverse population as a differentiator and point of pride.
Message:
“I actively recruit CSUDH graduates, because they bring the knowledge and skills needed to collaborate with and lead diverse teams of people.”
Brand Attribute:
CSUDH fuels the educational, economic, and cultural vitality of the South Bay.
Message:
“I come to campus to see plays, attend concerts and art exhibits, and cheer on Toro athletes. CSUDH offers so much for this community.”
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