Brand Essence
Belief
Effective leaders adapt and grow throughout their careers, ensuring prosperity for themselves, their organizations, and their communities.
Purpose
Develop lifelong partnerships by inspiring learning and fostering connections that will help people adapt, develop, and grow as effective leaders.
Target Stakeholders
Learners
Alumni
Faculty & Staff
Recruiters & Hiring Managers
Business Decision-makers
Brand Attributes
Lifelong Learning
Student Success First
Driven Community
Preparedness
Socially Conscious
Brand Benefits
See the ‘Brand Benefits’ page for the functional and emotional benefits for each stakeholder group.
Brand Personality
Confident
Collaboratively Competitive
Successful
Target Stakeholders
Individuals who share a common need or motivation to continually improve themselves and their performance.
Learners
Recruiters & Hiring Managers
Alumni
Business Decision-makers
Faculty & Staff
Brand Benefits
Learners
Functional: Career opportunities, skills, and credentials
Emotional: I feel prepared and confident that I will thrive.
Faculty & Staff
Functional: Career opportunities, skills and credentials
Emotional: I feel my contributions are valued.
Alumni
Functional: Network that connects skilled people & creates opportunities
Emotional: I feel proud to be in the family.
Recruiters & Hiring Managers
Functional: Pool of candidates with leadership, strategic thinking, and analytical skills
Emotional: I feel confident that my hires will succeed.
Business Decision-makers
Functional: Skill development & academic research that improves performance
Emotional: I feel confident as a leader and
in my decision-making.
Brand Attributes
Lifelong Learning
Committed to helping business leaders learn, adapt, and grow throughout their careers.
Student Success First
A business college that cares about the well-being and long-term success of its students and truly puts them first.
Driven Community
A collaborative community of hard-working learners, alumni, faculty and business professionals driven to succeed. Ethos that demands talent, desire, and grit in equal measure, represented in the story of Frank Smeal.
Preparedness
Moves at the pace of and is grounded in the real-world to ensure students are prepared to make an immediate impact.
Socially Conscious
A culture and commitment to advancing research and competencies focused on integrity, diversity, and sustainability.
Brand Personality
Confident
We’re confident, but never boastful. We’re prepared and know we can tackle any problem because we have seen it and done it before. We speak our truths.
Collaboratively Competitive
We believe a rising tide lifts all boats and that a team that works together succeeds.
Successful
We’re hungry and embrace the hard work it takes to be successful.