Brand Strategy Guide
Overall Brand Strategy
North Carolina Agricultural and Technical State University's branding campaign aims to deliver cohesive messaging and positioning of the university through integrated marketing and strategic communications. The campaign was developed within the framework of A&T Preeminence 2020 and supports the university’s overall institutional goals.
This guide provides the framework and point of departure for the university’s brand vision.
Key Goals
For N.C. A&T to attract and enroll “right-fit” students who will thrive in its challenging and supportive environment, be recognized as a first-choice university, and continue to be respected for its legacy as a land-grant, doctoral, higher research, historically black university, the new branding platform and communications must do the following:
- Define the A&T experience
- Overcome misperceptions regarding the university’s standards
- Build internal and external relations
- Support the key goals outlined in A&T Preeminence 2020
- Promote and leverage the accomplishments of A&T alumni, faculty and students
- Build on its legacy while promoting research and diversity
The Positioning Statement
The promise that positions A&T firmly in the eyes of its internal community, as well as in the eyes of external constituents, is the positioning statement:
We are proud. Our history is rich with achievement and tradition. Our university is a place where the dynamic and visionary challenge the status quo. We share a vision of preeminence; using our minds, our research and our passion, we engage the community and create positive, lasting global change. We are better than yesterday but never as good as tomorrow. Because our excellence has no boundaries—and because that’s what AGGIES DO!
