Brand Drivers

The Brand Platform represents Appalachian State University’s foundational values, competitive advantages, and unique traits of excellence. It describes the place Appalachian seeks to own in the marketplace and also identifies our aspirations. The Brand Platform is composed of the Brand Position Statement, Brand Promise, Brand Drivers, and Brand Personality.

The Brand Drivers ensure that all messages created by Appalachian support the Brand Position and the Brand Promise by consistently focusing on recurring themes in institutional communications.

Appalachian is characterized by:

  1. A transformational academic experience at an amazing value
    At an extremely competitive tuition rate, Appalachian provides a rigorous and challenging academic curriculum, which allows students to discover and demonstrate their passion through research or performance and actively participate in activities that develop their intellectual, personal and professional growth.

    Dynamic classroom environments, close collaboration between faculty and students on research and scholarly activities and an emphasis on service-learning combine to create a place where transformational academic experiences are accessible to all students. Our graduates are critical, creative thinkers who develop and implement thoughtful solutions in their careers and communities. Multiple opportunities for student research, global learning and interdisciplinary connections combine with applied learning experiences, allowing our students to develop a deep and lasting understanding of the intertwined contexts of environmental, economic and equitable sustainability. These qualities are at the core of the “Appalachian Experience.”

  2. Developing a deep and lasting understanding of sustainability
    At Appalachian, sustainability is in our DNA. Our leadership in environmental sustainability is setting national standards, and earns national accolades. As all of our actions are economically, environmentally and socially intertwined, Appalachian takes a holistic three-branched approach to our relationship with our planet’s co-inhabitants, and we view sustainability through all of these lenses. This commitment to research, creativity, innovation and practice sets us apart – and is making a difference now and for our future.

  3. Engaging communities at home and across the world
    Understanding that local actions are in themselves a way to effect global change, we foster a deep understanding of how our actions make a difference in our communities at home and abroad. Multiple and varied international learning experiences improve our students’ intercultural skills and allow them to develop broad global competency. Our students continually explore new ways to partner with and serve the communities in which they visit and live, ensuring the university’s resources promote the public good. The transformation that takes place at Appalachian doesn’t stop with our students; they build skills to transform the world.

  4. An inspiring environment for research
    At Appalachian, our faculty conduct innovative and creative research across a diverse spectrum of disciplines, making professional contributions to their fields. Their mentorship inspires our students to a high level of participation and excellence in nationally-recognized undergraduate and graduate research. Our students are challenged to learn new methods of leadership by participating in small-scale experiences, and they collaborate with faculty, staff and community leaders to seek creative solutions to enrich the world around them.

  5. A mountain location that profoundly shapes who we are
    Our teaching, scholarship, and service honor our geography and heritage, which provide unique opportunities academically, culturally and recreationally. The natural setting puts outdoor experiential learning programs, stunning beauty and recreation at our doorstep, and the heritage of the region is alive on and around campus. Our location also provides unique opportunities for research, and attracts students, faculty and staff interested in sustainable development and the economics of sustainability.

  6. A commitment to diversity of thought, belief and community
    Diversity is imperative for institutional, faculty, staff and student success. Appalachian is committed to fostering a culture that is a microcosm of and responsive to the beliefs, identities, practices and values needed for constructive engagement in our increasingly global community. Diversity is recognized as an essential binding agent of the interdisciplinary approach to education, as well as to the greater life experience. A strong sense of personal responsibility permeates our campus and gives rise to a commitment of respect for different backgrounds, heightening the educational experience for all. We entrust our students with the responsibility of being active and compassionate, and our students, faculty, staff and administration take the phrase “It’s up to me” seriously, as we work to ensure the well-being of all members of our community.

  7. A valuable public resource
    Appalachian supports the health and vitality of our region and our state with focused research, service to the surrounding communities, public health care, outreach, economic development, professional and entrepreneurial training and continuing education. Appalachian has more than 70 programs with a community outreach focus and is continually developing new ways to serve and partner with the community to ensure the university’s resources promote the public good.

  8. Passionate and successful alumni
    Upon graduation, our alumni go on to earn advanced degrees, start businesses or NGOs, build distinguished military careers, work overseas and develop careers that take them in many directions—all while giving back to the communities in which they live and work. Appalachian alumni live and work all over the world and demonstrate the value of their Appalachian education every day. Recent graduates often acknowledge a sense of preparedness to take on the challenges of today’s workplace and graduate school environments. Likewise, employers note their preference for hiring Appalachian graduates, citing an appreciation for their leadership qualities, problem-solving abilities and transferrable skills. Appalachian’s alumni are leaders in their communities and in their professions and they exemplify how Appalachian can and does make the world a better place. Many will tell you that once you join Appalachian, you never really leave.

University Communications

Promoting the strategic initiatives and special character of Appalachian State University.

Need help with...?

• Communications Planning
• Critical Communications
• Publications and Graphic Design
• Photography, Video and Podcasts
• Mobile Apps
• Audio/Visual Setup
• Media Coverage
• Web Design / Redesign
• Writing and Editing
• Social Media
• Signage
• Event Promotion
• Paid Advertising

Visit uc.appstate.edu 

Licensing products

Through the licensing program, Appalachian State protects and enhances its reputation by ensuring that only licensed and approved products displaying University trademarks appear before the public. Additionally, the program enables the institution to share in the benefits derived from the commercial use of these trademarks.

For more information, please visit the Office of Trademarks & Licensing.

Next Communications Liaison Team Meeting

  • December 13, 2017
    2:00pm - 3:30pm
    I.G. Greer Room 224 (Conference Room)


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