What is a Brand?
A brand is much more than a logo, a tagline, or an ad campaign.
It’s an expression of integrity - defining what we represent and value:
- A powerful demonstration that “we know who we are and why we’re here.” And it’s what our constituents think and feel about us, as influencers and ambassadors.
- A claim of distinction - the characteristic or quality that sets UWG apart from all others
- A timeless, steady promise that creates expectations for consistent delivery. Over time, services and offerings will come and go, but the essence of a solid brand remains true.
- A focal point that defines how we will deliver transformative experiences and one that effectively embodies our mission and purpose
- The model in which all UWG marketing efforts will honor and sustain
- The next “big idea” that drives UWG toward its long-term goals, internally and externally
Why the Go West Brand?
Research revealed that our constituents valued what we have at UWG: our talented faculty members, the way we mentor students, our diversity, our respect for independent thinking, and the transformative way in which UWG allows you to create your niche and make your mark.
It also showed that not nearly enough people knew about the progressive nature of UWG. The Go West brand was created to help us share the message about everything UWG has to offer.
What Does It Mean to “Go West?”
Go West refers not only to our geographic standing in the state, but symbolically refers to exploring, discovering, and learning about yourself and the world around you.
- It suggests an alternate direction for your future – one that offers greater possibilities, opportunities, and freedom to make your own mark.
- It’s non-traditional and captures the imagination – as the prospect of “going west” always has. Therefore, it is provocative, not predictable.
- “West” is synonymous with possibility and unfettered opportunity – a university that is more progressive, enlightened, advanced, and explorative.
Who is Interested in Going West?
Right-fit students who don’t want to follow the crowd will be inspired by the virtually unlimited ways to make their mark – leadership opportunities, discovering career paths, and finding new ways to make a difference.
Current students will feel proud to be part of a university community that has such momentum and potential; proud that they didn’t simply follow the crowd; proud of the marks they’re making – all they’re accomplishing – at UWG.
Faculty and staff make their marks in the programs and courses they develop to support students- in research, in mentoring, and in transforming students’ lives.
Alumni went West, and beyond, to make their marks – in successful lives and careers. We want them to feel a generational connection to the university and support the independent, adventurous spirit of the students who have (and will) follow them. We wish to inspire them to remain steadfast in their connection with UWG. We call this lifelong loyalty, “Forever West.”
Public citizens and supporters, including residents of Carroll County and the west Georgia region, may be inspired by the “West” spirit to make their mark by connecting to and showing support for the campus community and by serving as influencers for student acquisition.
What is our Message?
The University of West Georgia’s brand messaging should capture and convey our most deeply held values. It should...
- Boldly articulate what others can’t, don’t, or won’t
- Connect the past, present, and future
- Live as impressionistic rather than definitive
- Distinguish UWG from others
- Capture our unique spirit and culture
- Showcase our quality, values, and philosophies
- Present a clear, simple, and genuine brand directive
- Highlight our commitment to personal connections and support
- Tell our backstory, current success, and vision for innovation
- Harness an emotional investment in UWG
- Inspire generational connection to the institution
- Be familiar and recognizable, i.e., the iconic Go West shield
Core elements of the UWG brand that position and define:
- Brand essence: Land of opportunity
- Brand promise: You can make your mark here.
- Brand expression: Go West.
At the University of West Georgia we're not bound by tradition. When everyone else is going east, we Go West - to a world of unfettered opportunity. We are blazing trails to new possibilities for scholarly achievement, creative expression and service to humanity. Every day, our students and faculty prove that amazing things happen when you Go West.
Brand Mark: UWG Shield