Brand Story

Mission

ETSU was founded in 1911 with a singular purpose: to improve the quality of life for people in the region and beyond. 

Value Proposition

East Tennessee State University was founded in 1911 with a singular mission: to improve the quality of life for people in the region and beyond. How do we do it? 

  1. We live by the principle that people come first.
  2. We provide hands-on learning opportunities that allow our students to make a real-world impact from the moment they enroll and long after they graduate. 

The heading for this graphic reads "Start with the Why." The graphic shows a series of concentric circles with the word "why" in the very center. The middle circle says "how." The outer circle says "what." Lines connect each layer of the circle to a description. The "why" circle is connected to the words "to improve the quality of life for people in the region and beyond." The "how" circle is connected to the words "hands-on learning, real-world impact, and people come first." The "what" circle is connected to the words "classes, intiatives, programs, events, etc."

Vision

Developing a world-class environment to enhance student success and improve the quality of life for people in the region and beyond.

ETSU endorses the value of liberal education and provides enriching experiences in honors education, student research and creative activity, study abroad, service learning, and community-based education.

ETSU honors and preserves the rich heritage of Southern Appalachia through distinctive education, research, and service programs and is actively engaged in regional stewardship.

ETSU affirms the contributions of diverse people, cultures, and thought to intellectual, social, and economic development.

ETSU offers students a total university experience that includes cultural and artistic programs, diverse student activities, a variety of residential opportunities, and outstanding recreational and intercollegiate athletic programs.

ETSU awards degrees in over 100 baccalaureate, master, and doctoral programs, including distinctive interdisciplinary programs and distance education offerings that serve students from the region and beyond.

Values

ETSU provides a student-centered community of learning reflecting high standards and promoting a balance of liberal arts and professional preparation, and continuous improvement. The university conducts a wide array of educational and research programs and clinical services including a comprehensive Academic Health Sciences Center. Education is the university’s highest priority, and the institution is committed to increasing the level of educational attainment in the state and region based on core values:

People

At ETSU, people come first, are treated with dignity and respect, and are encouraged to achieve their full potential.

Relationships

Our relationships are built on honesty, integrity, and trust.

Viewpoint Diversity

Diversity of people and thought is respected.

Excellence

We pursue and achieve excellence through teamwork, leadership, creativity, and a strong work ethic.

Efficiency

Efficiency is achieved through wise use of human and financial resources.

Commitment

Commitment to intellectual achievement is embraced.

Brand Persona

What is a brand persona?

A brand persona is a representation of a brand personality in the form of a metaphorical person. Describing our brand the way we might describe a person makes it a bit easier to understand who we are. 

Persona Name

Bucky 

Personality 

Bucky is outgoing, friendly, constantly curious, and ornery in the best way. He embodies the spirit of East Tennessee State University and is proud to represent Appalachia wherever he may go.

Background

Not much is known about where Bucky is from, but he has adopted northeast Tennessee as his forever home and wouldn’t dream of being anywhere else. His life as a Bucanneer may not have always been easy, but he found a supportive community where he could thrive when he came to ETSU. 

Values

Bucky's values center on the pursuit of excellence and meaningful community connections. He has a strong work ethic and is a believer in hands-on learning. He always tries to channel his talents and skills to make a real-world impact. He is committed to promoting ETSU's core principle that people come first.

Goals

Bucky's goals are to inspire pride in the ETSU community and promote the university's mission of improving the quality of life for people in the region and beyond.

Voice

Bucky's voice, although nobody has ever heard it, can be felt through his energy and enthusiasm. He is always eager to greet people and strives to make everyone feel welcome in the ETSU community.

Tone and Voice

 

We strive to create messages that are confident, clear, and concise and convey our friendly, warm and welcoming culture. 

  • Use active voice and action verbs to express our drive and impact.
  • Avoid jargon to ensure accessibility. 
  • Speak conversationally to convey a personal, human touch. 

Brand Tone

Messages should reflect these five traits, which are representative of ETSU's brand and culture. 

  • Compassionate
    Caring. Concerned and understanding. Welcoming and inclusive. Positive and encouraging.
  • Curious
    Eager. Interested in discovery. Inquisitive and analytical. Creative.
  • Innovative
    Future-facing. Problem-solving. 
  • Purposeful
    Focused on something larger than ourselves. Striving for excellence. 
  • Rugged
    Adventurous. Tenacious. Deeply connected to our mountainous landscape. 

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