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Brand Overview

What’s in a brand?

An organization’s brand is more than a slogan or a logo. It captures how the organization is — and wants to be — perceived. Brands are built on feelings and perceptions of an organization and its performance by those who use its services or are impacted by its actions. That is why every organization has a brand, whether it plans for one or not.

In point of fact, “brand happens,” so we need to understand our brand essence and its core values.

A good brand contains both practical and emotional elements that make it feel right. It expresses what the organization is through ideas about its traditions, visual assets (look) and culture. A brand also captures what the organization provides, the things it delivers (functional benefits), the things it enables users to do or be (self-expressive benefits) and the way it makes users feel (emotional benefits). By being credible, relevant and consistent, a brand differentiates an organization from others like it. It builds trust and loyalty among its stakeholders. 

The New American University brand captures several perceptions of ASU and its values that research tells us our stakeholders hold or are willing to believe. Many of these values unite both the utilitarian and the emotional spirit of the ASU brand. 

The work of building and maintaining this brand depends, then, upon sustained, strategic efforts to use graphics, messages and story lines that reinforce brand values. We can deliver information about ASU that appeals to the intellect, and in a style that captures the excitement and confidence of a New American University in taking on the challenges we face. In this way, we will strengthen the positive feelings and deepen the understanding that our constituents have about this university. 

A New American University describes ASU’s bold and ambitious plan to transform the role of higher education to serve the nation’s needs in the 21st century. Our New American University mission is well-documented elsewhere in print publications and on the ASU website. The university’s brand is built around communicating this mission to our various stakeholders.

This website is intended to assist visual communicators and those who are tasked with extending the brand to various points of connection with ASU’s audiences by providing a detailed overview and specifics regarding executing the New American University brand.


This page was last modified on September 17, 2012