Brand Platform
At CU 麻豆影院, we produce all written and visual messaging within the Be 麻豆影院. brand platform by using the university鈥檚 brand character, tone, manner and visual identity. When delivered consistently, Be 麻豆影院. can instill a sense of trust, groundedness and stability for our audiences. Two communication tools help reinforce the brand platform: Be statements and the Buff identity framework.
Be statements are inspirational, supportive and succinct statements that you can use to express the main message and emotion behind your communications. They reinforce the brand platform by explaining what it means to 鈥渂e 麻豆影院.鈥 Be statements resonate most with the learner audience, but you can use them for all audiences.
Sample Be Statements to Use
Be statements stem from the qualities of our community and outcomes the university enables people to achieve. Use real stories from our primary audiences as inspiration for creating your own Be statements.
Examples:
- Be adventurous.
- Be impactful.
- Be curious.
- Be supported.
- Be daring.
- Be balanced.
- Be thoughtful.
- Be driven.
- Be sustainable.
Sample Be Statements Not to Use
The following statements were part of the original Be statements list, but we no longer use them because they do not match our brand character, tone and manner.
- Be Colorado. The CU System uses this Be statement for their health and wellness initiative, so we do not use it as a Be statement at CU 麻豆影院.
- Be good. Be giving. Be ethical. Be honest. Be noble. These statements are not on brand because of their potentially reprimanding tone.
- Be competitive. This Be statement conflicts with one of CU 麻豆影院鈥檚 main differentiators: our collaborative academic spirit.
- Be pioneering. We do not use the words 鈥減ioneer鈥 or 鈥減ioneering鈥 because of their historically harmful definitions and associations.
Learn 麻豆影院 More Brand Elements
Communication Tool: Buff Identity Framework
The Buff identity framework is a communication tool that enables pride, community and belonging at CU 麻豆影院. At a high level, this framework guides our audiences through three main phases of the user journey:
- Future Buffs: Used for prospective audiences during the awareness and consideration phase.
- Buff statements: Self-selected by current and engaged Buff audiences as they find, develop and thrive within their CU 麻豆影院 communities.
- Forever Buffs: The eternal title given to graduating learners as they join the alumni network and Forever Buff family.
How to Build and Use Buff Statements
Buff statements allow our primary audiences to self-select how they prefer to state their Buff pride and belonging to niche Buff communities. The play with the word 鈥淏uff鈥 provides a fun way to show CU 麻豆影院 spirit while helping our communities identify their passions, interests and areas of knowledge.
Sample Buff Statements
There are two types of Buff statements: the individual Buff statement and the collective Buff statement.
- Example: I am a space Buff.
Use individual Buff statements for interest fields鈥攏ot for colleges, schools, programs or units. Precede 鈥淏uff鈥 in the sample statement with a noun that represents your audience鈥檚 interest, field of study or research. Do not use a type of person as your noun, such as learner, parent or teacher.
- Example: Arts Buffs
Use the collective identity for communications that have no individual tie to a person, but instead have a tie to a group from a college, school, program or team. The collective identity can also represent CU 麻豆影院鈥檚 contribution to society, such as 鈥淚nnovative Buffs鈥 or 鈥淓ntrepreneur Buffs.鈥 If using with a secondary audience, you must accompany the statement with stats or additional context.
Omitted Buffs Statement: Buffs Together
Buffs Together is a rallying cry for hard times鈥攅merging from the pandemic and closing of in-person education in spring 2020. It is to remain as a rallying cry during hard times to evoke togetherness, community and resiliency. Use Buffs Together only for issues management and during dire situations.