Brand Platform
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Collapse ▲Growing the NC State Extension brand goes beyond graphic design elements and logos. It starts with understanding our brand platform, which is the foundation of our organizational identity and all communications.
Download the NC State Extension Brand Platform
SECTION SHORTCUTS:
Our Mission
NC State Extension extends research-based knowledge to all North Carolinians, helping them transform science into everyday solutions that improve their lives and grow our state.
Positioning Statement
NC State Extension is the local and statewide outreach provider of North Carolina’s preeminent research enterprise — NC State — delivering research-based agricultural, food and nutrition, and youth development programs for all North Carolinians.
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Our world-leading faculty and exceptional field faculty and staff — who are at the forefront of innovation and discovery — provide high-tech, high-touch expertise to serve the unique needs of diverse clients.
Our extensive partnerships with agriculture, business, industry, education and government create a unique culture of collaboration that increases productivity and fuels economic development.
Our trusted research-based programs and technical assistance provide solutions and empower clients to make better-informed decisions.
Our leadership in experiential education equips clients to effectively transfer knowledge and skills into practical application.
Brand Promise (Results of Our Work)
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Our faculty, staff, partners and volunteers create economic, societal and intellectual prosperity.
Put simply, we grow North Carolina.
Brand Drivers (What We Do Best)
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World-leading faculty and exceptional field faculty at the forefront of innovation and discovery
Extensive partnerships with agriculture, business, industry, education and government
Trusted research-based programs and technical assistance
Leadership in experiential education
Brand Personality (How We Operate)
- Innovative
- Intellectual
- Purposeful
- Trusted
- Caring
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How Does All of This Translate Into Our Messaging?
Extension’s brand drivers should always form the foundation for our messaging. These are the core characteristics we all share, which help create a common identity and value proposition.
We’ve further distilled the drivers below, along with guidance on what they represent. Building your messaging and content around these four core themes helps to grow a common brand identity across our various programs and services (find more guidance at Extension Storytelling).
- Extension has the Best People in our respective fields (= Expertise, Profiles)
- Highlight our topical expertise and employees: we have the best people and customer service (e.g. employee stories/profiles, thought leadership, input on timely issues / events, etc.)
- Extension delivers Research-based Programming that drives growth, innovation and prosperity (= Content, Tools/Services)
- Spotlight key programs and their impacts: trusted, research-based efforts tackling local issues
- “Programs” = what Extension provides (tools, services, knowledge, etc.)
- Extension’s Extensive Partnerships uniquely position us to create value for stakeholders and the state that no other entity can (= Outreach, Network)
- Tout our partnerships and vast statewide network: we’re in every community working with stakeholders to address timely issues that others aren’t equipped to manage
- “Extension Is Everywhere for North Carolina”
- As Leaders in Experiential Education, Extension helps stakeholders translate scientific knowledge into everyday applications (= Delivery/How)
- Focus on the “how” / delivery aspect of our work: Extension provides individualized solutions (tools, resources, events, visits, etc.) and exemplifies high-tech / high-touch customer service
- “We Meet People Where They Are”
Extension Taglines
While it’s always best to develop messaging around specific goals and audiences, a tagline can be an effective means to quickly convey Extension’s unique purpose and value. Think of it as a verbal logo. And like a logo, there can be various iterations or formats for different uses.
Two Extension taglines that are currently used in various instances include:
- Extending Knowledge, Enriching Lives
- Transforming Science Into Everyday Solutions