CAMPUS CULTURE COMMUNITY

“I believe a new campus dining brand will create a renewed sense of partnership and community within our students, staff and faculty, and the community at large.”

“People choose to go to Gonzaga. It’s not a cheap school. They won’t be here if they don’t want to be here. They come here because they know about the school’s values. They want to have good community engagement.”

“The new dining brand, in some way, needs to represent the community because I think Gonzaga, outside of everything else, is about community.”

“Gonzaga’s social media group did a video a little while ago where they went around and asked students the three words they think of when they think of Gonzaga. Almost everyone responded in one way or another - community, community, community.”

Note: Comments have been slightly edited to enhance readability.

What a brand is and how it’s developed is often oversimplified by consumers, becoming shorthand for various visual assets and functions, notably a logo, graphics, look and feel.

But these elements are NOT what a brand is; they are the brand’s visual identity.

A brand is a promise that an organization makes and works to maintain with its customers (stakeholders) regarding their experience with the organization’s products or services. A brand lives in the minds of the people who engage with it and their gut feeling about the organization before, during and after every interaction.

CLEAR POSITIONING

How you differ from the competition

KEY MESSAGING

The core messages that connect with customer

BRAND TOUCH POINTS

Things that build a relationship with consumers