Brand Book

What is the JBU Brand?

Thousands of articles and books have been written to attempt to define brand. The best I’ve heard: your brand is what people say about you when you are not in the room.

Why do we care about JBU’s brand? Because a good brand creates opportunities to fulfill JBU’s mission by encouraging students to consider JBU, donors to give and our communities (geographical, professional and ideological) to support our initiatives. A bad brand simply creates new obstacles.

Every employee contributes to the value of JBU’s brand. This handbook has been created to provide insight for faculty, staff, board and friends to help us uniformly promote JBU. You are the most important JBU brand ambassadors. I hope you find the contents helpful, and feel free to contact me with any input you have on how we can continue to improve JBU’s brand excellence.


Brand Book

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