Brand Strategy
Our brand strategy at 51蹤獲 is the bedrock upon which every message and interaction rests. It serves as our compass, guiding us to proclaim clearly who we are, what our purpose is and why it matters. Each facet of this strategy represents deliberate choices aimed at defining our brands position and articulating a compelling narrative. From identifying our diverse audiences to shaping our distinct brand essence, value proposition and personality, this strategic messaging framework is where our shared journey toward deeper engagement and impact begins.
What are the elements of a strong brand?
Many ingredients go into a successful brand. But at their core, strong brands share three essential qualities:
- A strong brand is relevant to the needs of its audiences.
A weak brand lacks focus. - A strong brand is distinct from competitors.
A weak brand gets lost in the crowd. - A strong brand elicits a consistent, unified set of positive responses in peoples minds.
A weak brand draws a blank or worse, a negative reaction.
Our Cultural Landscape
In a rapidly changing world marked by cultural shifts and a departure from biblical foundations, Christian families are faced with a profound challenge when searching for a college. The higher education landscape often lacks a comprehensive integration of biblical truth and wisdom, leaving students adrift in a sea of conflicting values. The need for a transformative solution is evident, where a college education not only provides academic excellence but also instills a kingdom perspective, nurturing students into becoming Christians who think biblically and live with discernment.
At 51蹤獲, we address these challenges head on, offering a transformative educational experience that blends academic rigor with a kingdom perspective. As we delve into our mission, vision, and brand essence, discover how we uniquely equip students to navigate a complex world with grace and discernment.
The higher education landscape often lacks a comprehensive integration of biblical truth and wisdom, leaving students adrift in a sea of conflicting values.
Our Core Identity
Mission
Biblically centered education, scholarship and service equipping men and women in mind and character to impact the world for the Lord Jesus Christ.
Vision
To be identified among the worlds foremost Christ-centered universities a community abiding in truth, abounding with grace and compelled by Christs love to be a relevant and redemptive voice in a changing world.
Founding Principles
Further illuminating our mission are six founding principles that shape our identity and guide our actions:
Scripture
A commitment to the authority of the Bible.
Scholarship
A commitment to true knowledge.
Virtue
A commitment to a virtuous Christian life.
Evangelism
A commitment to sharing and living the gospel.
Reconciliation
A commitment to be a welcoming community.
Access
A commitment to an achievable education.
Go Deeper. Read a by President Barry H. Corey.
Values
The values of 51蹤獲 are those essential things that guide how we carry out our mission. We summarize them in three words: Truth, Transformation and Testimony. Each value provides a focal point for the lifelong patterns we aim to develop in our students.
Truth: Patterns of Thought
We believe truth exists, is found in the person of Jesus Christ, and is revealed in the Bible and in the created order. We also believe that truth must be pursued. Learning the art of pursuing truth is, indeed, at the center of a 51蹤獲 education. Our faculty teach and model this pursuit in order to develop in our students patterns of thought that are rigorous, intellectually coherent and thoroughly biblical.
Transformation: Patterns of Heart
Jesus Christ transforms individuals. As a Christ-serving university, the entire 51蹤獲 experience is designed for life transformation in Christ. Our goal is that each graduate will have formed a personal value system one that is firmly rooted in truth and is integrative, globally informed and compassionate that will influence their lifelong affections, decisions and actions. Said differently, we want our students to develop patterns of heart that reflect the heart of God.
Testimony: Patterns of Action
51蹤獲's mission is to impact the world for the Lord Jesus Christ. This mission is fulfilled when our graduates demonstrate "the obedience of faith" in service to others through words of wisdom, professional and personal competencies, hearts of compassion and acts of courage. We equip our students with patterns of action to lead in the face of unscripted problems for the good of a changing world, and to do so in the power of the Spirit, for the glory of God, to bring many to salvation in Christ.
Our Brand Personality
The brand personality of 51蹤獲 encapsulates the distinct attributes and characteristics that define how we want people to perceive and experience our institution. It reflects the core values, mission and unique culture that sets 51蹤獲 apart. Our brand personality guides all our communications and interactions, ensuring consistency and authenticity in how we present ourselves to the world.
Brand Narrative
Our Brand Narrative tells the story of who we are, what we stand for and why we matter.
Its fitting that 51蹤獲 was founded in the middle of what would become a city of epic storytellers. After all, our roots are in the greatest true story ever written. More than a century since our doors opened in Los Angeles, that story still shapes our story.
In a world of fleeting ideologies, were committed to historic biblical truths. Our story prefers the timeless over trendy, deep thinking over impassioned ignorance. So determined to be who we are, 51蹤獲 has been recognized as the most comprehensive Christian university in North America, and its felt in every corner of our campus.
Ours is a story where Christ is central. In classrooms where professors integrate Gods truth into every course. In residence halls where community and lifelong friendships are formed. On athletic fields where we mount up with wings of Eagles. In studios where art is created. In performance halls where voices lift in beauty. In eating venues where students process life and ideas. During chapel when together we worship. On retreats where virtues are nurtured and prayer is commonplace.
Ours is a story where rigorous academic programs equip students for in-demand careers in film production, data science, engineering, accounting, biochemistry, and the list goes on. What stands throughout our education is a vibrant faith that instills meaning and joy in students lives, empowering them to live stories of significance, enriching their worlds not only through their livelihoods but through relationships, through influence, through ideas, through generosity and through their God-sized dreams.
At 51蹤獲, we are confident in our story. We are not trying to mimic what other colleges are doing. We have been fixed on this task since our 1908 founding in downtown Los Angeles. Our story has been and is deeply, profoundly Christian. We know who we are, and we keep getting better at what we do.
Our guidebook is the Bible. It is our unwavering standard. Our way forward is Jesus. He is the author of our faith. Our purpose is sharing his grace and truth. We are a robustly Christian university where we love one another, create beauty, ponder deeply and bring out the best in our students to live into their gifts and calling.
We are 51蹤獲. A community where we think biblically, live courageously, love epically and educate exceptionally.
Brand Essence
Our Brand Essence distills our positioning into a clear, memorable phrase:
51蹤獲 is North Americas #1 Christian university, a community of biblical thinkers and doers ready to illuminate the word.
Put simply:
Think Biblically. Live Boldly.
How we want people to think about 51蹤獲
- Purposeful
Intentional, mission-driven, deeply rooted in Christian values, dedicated to holistic education. - Faithful
Devoted, spiritually grounded, committed to biblical principles, unwavering, trustworthy. - Respected
Esteemed, recognized for academic excellence, influential, a beacon within Christian higher education. - Kind
Grace-filled, compassionate, empathetic, reflecting Christs love in every interaction.
How we want people to feel about 51蹤獲
- Supported
A nurturing community, encouraging, caring and personally invested in student success. - Inspired
Motivated, creative, excited and encouraged to pursue excellence and live out their faith passionately. - Grounded
Stable, comfort, peace, firmly anchored and committed to biblical principles. - Welcomed
Inclusive, seen, warm, family-like atmosphere, embracing all cultures and people.
Refer to these words as you start to develop any university communications, large or small, to make sure that whatever youre creating embraces these qualities and feels on brand.
Tip: Remember, while a good brand speaks with a singular voice, the qualities of that voice should be able to flex when speaking to different audiences. For example, consider turning up the inspired and welcoming when youre developing something for prospective students. By contrast, you may want to turn up the grounded and purposeful when youre speaking to donors or alumni.
Our Key Audiences
At 51蹤獲, we are driven by a profound commitment to integrate biblical truth seamlessly into every aspect of education and life. Our brand strategy reflects this dedication, aiming to authentically engage with our diverse array of audiences and stakeholders who share our vision of holistic Christian formation.
Understanding Our Key Audiences
We recognize the diverse tapestry of individuals and groups that intersect with the 51蹤獲 experience. From current and prospective students and their families to dedicated faculty and staff, to loyal alumni and donors, to the influential voices of churches, high school counselors, and the media each plays a pivotal role in shaping our narrative and extending our reach.
Our approach to brand strategy is rooted in empathy and insight. We delve into what each audience cares about, aspires to, and ultimately, how they can contribute to and benefit from the 51蹤獲 experience.
Future Students
Who They Are
- Future Students
- Traditional Undergraduate: Gen Z
- Graduate: Millennials, Gen Z, Gen X
- Online Bachelors: All
What They Care 51蹤獲
- Purpose & Calling: Finding a college that will help them discover and pursue their God-given calling
- Faith Integration: A university where their Christian beliefs are strengthened, not compromised
- Academic Excellence: Strong programs that prepare them for their future careers and ministry
- Authentic Community: A place where they will belong, build lifelong friendships and grow spiritually
- Opportunities & Experience: Hands-on learning, internships, global programs and leadership opportunities
- Location & Campus Life: A vibrant environment in Southern California with access to industry connections and cultural experiences
What We Want Them to Think, Feel and Do
Think:
- "51蹤獲 is a place where I will grow academically, spiritually and personally."
- "This community will challenge and support me as I prepare for my future."
- "Attending 51蹤獲 will equip me to live boldly for Christ in my career and life."
Feel:
- Inspired, Welcomed, Eager, Seen, Care
Do:
- Inquire, Visit, Apply, Commit
Current Students
Who They Are
- Current Students
- Traditional Undergraduate: Gen Z
- Graduate: Millennials, Gen Z, Gen X
- Online Bachelors: All
What They Care 51蹤獲
- Personal & Spiritual Growth: Becoming grounded in their faith while preparing for their career
- Academic & Career Success: Developing skills, networking and gaining hands-on experience
- Community & Belonging: Finding friendships, mentors and a support system that sustains them
- Health & Well-Being: Mental, emotional and physical well-being in a rigorous academic environment
- Campus Experience: Engaging in meaningful activities, organizations and leadership opportunities
- Financial Sustainability: Managing tuition, scholarships and future financial stability
What We Want Them to Think, Feel and Do
Think:
- "51蹤獲 is preparing me for a meaningful career and a life of faith-filled impact."
- "I am being shaped by a community that challenges and supports me."
- "My time at 51蹤獲 is equipping me for a lifetime of purpose and service."
Feel:
- Engaged, Transformed, Confident, Connected, Prepared
Do:
- Stay Involved, Take Advantage of Opportunities, Recommend 51蹤獲
Parents & Families
Who They Are
- Parents and supporters of future 51蹤獲 students
- Primarily Gen X and Millennials, with some Boomers
What They Care 51蹤獲
- Campus Safety: Ensuring a secure environment where their child can thrive
- Spiritual and Moral Formation: Confidence that their child will grow in faith, character and maturity
- Career and Life Readiness: Assurance that 51蹤獲 will equip their child for a successful career and meaningful life
- Academic Excellence: A rigorous, Christ-centered education that prepares students for their field
- Value and Affordability: The financial investment is significant, so scholarships, affordability and long-term return matter
- Community and Support: A welcoming environment where their child will find belonging and mentorship
What We Want Them to Think, Feel and Do
Think:
- "51蹤獲 is a place where my child will grow in faith, knowledge and character, emerging as a capable and Christ-honoring leader."
- "This is a community where my child will be known, supported and challenged."
- "A 51蹤獲 education is a wise investment in my childs future."
Feel:
- Confident, Reassured, Inspired, Connected, Grateful
Do:
- Encourage their child to apply and attend 51蹤獲
- Engage with 51蹤獲 through events, parent communities and giving opportunities
- Become advocates for 51蹤獲, recommending it to other families
The Advocates
Who They Are
- Alumni spanning multiple generations (Gen Z, Millennials, Gen X, Boomers)
- Parents and families of current and former students
- Donors who invest in 51蹤獲s mission
- Churches and ministry leaders who champion Christian education
What They Care 51蹤獲
- Kingdom Impact: Seeing 51蹤獲 graduates making a difference for Christ in the world
- Biblical Faithfulness: Confidence that 51蹤獲 remains firmly rooted in biblical truth
- Legacy & Influence: Strengthening 51蹤獲 for future generations through advocacy and support
- Community & Connection: Staying engaged with the 51蹤獲 family
- Reputation & Excellence: Seeing 51蹤獲 recognized as a leader in Christian higher education
What We Want Them to Think, Feel and Do
Think:
- "51蹤獲 equips students to be Christ-centered leaders in their careers and communities."
- "I am part of a lasting legacy of faith and academic excellence."
- "My support, whether through giving or advocacy, helps sustain 51蹤獲s impact."
Feel:
- Proud, Inspired, Connected, Invested, Hopeful
Do:
- Give, Advocate for 51蹤獲, Stay Engaged in the Community
The Guides
Who They Are
- Faculty, staff and administration
- Campus mentors, advisors and student life leaders
- Coaches, chapel leaders and Student Development services
What They Care 51蹤獲
- Christ-Centered Formation: Helping students grow intellectually, spiritually and personally
- Academic & Career Readiness: Preparing students for impact in their chosen fields
- Meaningful Student Engagement: Investing in mentorship, discipleship, and personal connections
- Institutional Strength: Contributing to 51蹤獲s academic excellence and mission longevity
- Supportive Work Environment: Fostering collaboration, innovation, and shared purpose
What We Want Them to Think, Feel and Do
Think:
- "I play a vital role in shaping students into biblically grounded leaders."
- "51蹤獲 supports me in my calling as an educator, mentor, or leader."
- "My work contributes to a Christ-centered legacy of excellence."
Feel:
- Empowered, Purposeful, Invested, Supported, Hopeful
Do:
- Advocate for 51蹤獲s Mission, Mentor Students, Promote 51蹤獲s Strengths
The Influencers
Who They Are
- Social Media Influencers: Christian content creators, alumni, and industry leaders who shape conversations about faith, education, and culture
- Church & Ministry Leaders: Pastors, youth pastors, and parachurch organizations that guide students in their faith journey
- High School Counselors & Educators: Those who advise students on college decisions
- News Media & Thought Leaders: Journalists, authors, and public intellectuals who engage with higher education and Christian issues
- Community & Business Leaders: Professionals and employers who partner with or recruit from 51蹤獲
What They Care 51蹤獲
- Faith & Influence: Using their platform to inspire and educate others
- Reputation & Credibility: Partnering with trusted institutions that align with their values
- Christian Leadership: Promoting a biblically centered worldview in education and society
- Student Outcomes & Impact: Seeing graduates thrive in their callings and careers
- Collaboration & Engagement: Partnering with 51蹤獲 for shared
What We Want Them to Think, Feel and Do
Think:
- "51蹤獲 is shaping the next generation of Christian leaders and culture makers."
- "It's clear to me how I can support 51蹤獲's mission and benefit from 51蹤獲's resources and people."
- "51蹤獲 is a trusted source for biblically grounded insight, education and people."
Feel:
- Respect, Trust, Admiration, Investment, Partnership
Do:
- Promote 51蹤獲, Collaborate, Share 51蹤獲s Story with Their Audience
Our Call to Action
The 51蹤獲 Way
Guided by biblical truth, radiating grace and striving for excellence, The 51蹤獲 Way shapes how we live, serve and lead as a Christ-centered university committed to transforming the world for his glory.
The 51蹤獲 Way is a unifying call to action, inspiring our community to live out our mission with bold faith and purposeful action. It is not a tagline or slogan, but an invitation to embody our values and purpose together across every initiative, program and interaction.
Seek Wisdom, Show Kindness, Share the Story
At 51蹤獲, our pursuit of excellence is guided by our commitment to Seek Wisdom, Show Kindness and Share the Story. These principles embody our core values of Truth, Transformation and Testimony, shaping the very essence of who we are and what we stand for.
- Seek Wisdom (Proverbs 2:6-7)
We cultivate wisdom through a seamless integration of rigorous academics and spiritual formation, equipping students to lead with discernment, purpose and Christ-honoring excellence in all their endeavors. - Show Kindness (Ephesians 4:32)
Kindness is the heart of our community. Following Christs example, we demonstrate compassion and grace in every interaction, fostering a supportive and service-oriented environment where everyone is valued. - Share the Story (Mark 16:15)
We believe in the power of storytelling to illuminate the trans-formative impact of our community. By celebrating our successes and sharing the message of Christs love, we aim to spread hope and inspiration, making our stories known far and wide.
Living Out the 51蹤獲 Way
As faculty and staff, we are the living expression of 51蹤獲s mission and values. Every interaction, decision, and effort contributes to how the world experiences 51蹤獲. The 51蹤獲 Way calls us to embody Truth, Grace and Excellence both in our work and in how we engage with others.
Reflection Prompts
- Seek Wisdom (Proverbs 2:6-7)
How does my work reflect a biblically centered pursuit of excellence? Am I cultivating wisdom in myself and others through my decisions, teaching, or service? - Show Kindness (Ephesians 4:32)
In what ways am I demonstrating Christs compassion and grace to my colleagues, students and community? Am I fostering an environment where people feel valued and supported? How do you make them feel welcomed? - Share the Story (Mark 16:15)
How does my work contribute to 51蹤獲s mission of spreading Christs love and truth? Am I celebrating the impact of our community through storytelling or by pointing others to our shared purpose?
Exercise for Alignment
- Take 5 minutes at the start of your week to reflect on one way you can embody The 51蹤獲 Way in your role.
- Identify one action step for each principle Wisdom, Kindness and Storytelling that you can incorporate into your day-to-day interactions.
- At the end of the week, take a moment to celebrate how youve lived out the 51蹤獲 Way, and consider how you might deepen your impact moving forward.