To build on our positioning with language that we can use to tell the College’s story, we develop and prioritize the most important messages. Our key messages are organized in a hierarchy through attribute and benefit mapping. Our brand story always begins at the center of the messaging map — the foundation for the 51²è¹Ýapp Promise.
Based on the focus, intended audience, and the type of story we need to tell, we can lean on and elevate the appropriate secondary messages and proof points to give more prominence to messages that most resonate with key audiences.
Building Our Story
The messaging map provides the foundation for brand messages that are clear, consistent, and compelling.
Attributes: What We Offer
An attribute is what we offer to our audiences. Attributes include courses, programs, facilities, and initiatives.
Benefits: Why it Matters
A benefit is what our audiences get. It’s the value of the attributes that we offer, and why they matter.