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.

Brand Expression

Brand expression is the creative concept that serves as a platform for all communications.