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

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 programs in agriculture, food and nutrition, environmental and natural resources, and community and youth development for all North Carolinians.

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)

Our faculty, staff, partners and volunteers create economic, societal and intellectual prosperity.

Brand Drivers (What We Do Best)

• 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 programs and services (find more guidance at Extension Storytelling).

1. Extension has the Best People in our respective fields (= Expertise, Profiles)
   1. 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.)
      
2. Extension delivers Research-based Programming that drives growth, innovation and prosperity (= Knowledge, Content, Tools/Services)
   1. Spotlight key programs and their impacts: trusted, research-based efforts tackling local issues
      
3. Extension's Extensive Partnerships uniquely position us to create value for stakeholders and the state that no other entity can (= Outreach, Network)
   1. Tout our partnerships and vast statewide network: Extension is everywhere for North Carolina, working with stakeholders to address timely issues that others aren't equipped to manage
      
4. As Leaders in Experiential Education, Extension helps stakeholders translate scientific knowledge into everyday applications (= Delivery/Service)
   1. Focus on the "how" / delivery aspect of our work: Extension meets people where they are with individualized solutions (tools, resources, events, visits, etc.) and stellar service

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Extension Taglines

While it's best to tailor messaging to specific goals and audiences, a tagline can quickly convey Extension's unique purpose and value. Think of it like a verbal logo.

Like a logo, different iterations can be used in different situations. Two Extension taglines currently in use include:

Extending Knowledge, Enriching Lives

• Use this in visual brand content — when introducing Extension at-a-glance (signals who we are)
• Sample Contexts: Website headers or footers, handouts or promos, signage or displays, social media bios
  
  In short: Meant for visual, at-a-glance awareness
  

Transforming Science Into Everyday Solutions

• Use this as a written or spoken explanation — when describing what Extension does (clarifies what we do)
• Sample Contexts: Program or service descriptions, web or social posts, impact stories or videos, presentations or reports
  
  In short: Meant for written or spoken explanation

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