NSU Brand Book 2015

The Nova Southeastern University Brand | 7 THE NOVA SOUTHEASTERN UNIVERSITY BRAND / OVERVIEW A brand is a set of beliefs and feelings that people hold about a specific company, organization, or product. For example, when you think of FedEx, you probably think “overnight.” When you think of Target, it’s likely you think “affordable style.” Positive associations with a brand make your selection easier and enhance the value and satisfaction you get from the product. The emotional connection with brands is what makes them so powerful. WHAT IS A BRAND AND WHY DOES IT MATTER? With high unemployment among college graduates and unprecedented amounts of student loan debt, more students and parents than ever are scrutinizing their choice of college, if choosing college at all. That means students and parents will base more of their choice on their perceptions of NSU, not just the cost. And that’s where our brand comes in. By differentiating ourselves from our competitors that market themselves as all things to all students, we can build on our graduate and professional school heritage and our image as a place for focused students to flourish and succeed. Protecting this brand via a consistent image is key to helping us thrive. The guidelines in this document will ensure that the look and feel of your communications adhere to the NSU brand so that we promote a consistent identity across all audiences. THE PURPOSE OF THIS DOCUMENT