Brand Elements

• Values
• Personality
• Drivers
• Promise
• Positioning Statement
• Expression

Brand Values

These are inspired by (and modeled on) the core values listed in the College's Strategic Plan.

• Respect for all people
• Nurturing community
• Freedom to discover
• A thriving, livable world

Brand Personality

Think of brand personality as brand personification - when human characteristics or traits are assigned to the College.

• Focused
• Determined
• Supportive
• Inclusive
• Creative
• Adaptable
• Forward
• Proactive
• Surprising
• Optimistic
• Healthy

Brand Drivers

• Brand drivers propel our brand forward and motivate brand action and engagement.
• We invest in the success of our students, our community, and our world.
• We strengthen our region through collaboration and creativity.
• We equip our students to take advantage of all their possibilities and see multiple pathways forward.
• We drive generational change.
• We champion self-discovery and the freedom to explore.
• We create exceptional opportunities and build lasting relationships.

Brand Promise

Our brand promise is our brand experience. The more we deliver on that promise, the stronger our brand becomes.

• Cultivating a thriving, livable world.

Positioning Statement

Brand position is the distinctive position that Catawba College holds in the marketplace.

• Ideally located in the heart of North Carolina - in a safe, small town close to major metro areas - Catawba College is a nurturing environment where students thrive. Our graduates are good citizens who make a difference not only in their work but also in their communities. Catawba is committed to helping every student see their possibilities and cultivate their purpose.

Tagline/Brand Expression

The tagline/brand expression is the creative concept that serves as a platform for all communications.