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Brand Behaviors

 

CSUF Brand Central provides a wealth of information and resources about our university’s brand personality, as well as guidance about our brand values and brand deliverables.

Included within our institutional personality are the brand behaviors exhibited by our university across our many colleges, divisions, departments, and programs.

Recognizing this decentralized nature of our institution, presented here are brand behavior concepts that our diverse units can explore and implement in their own environments.

Brand behaviors are experienced by stakeholders particularly through our events, the way we deliver service in our offices and aspects of our communications programs.

These concepts were curated by Strategic Communications and Brand Management in consultation with groups such as C4, the Campus Communications Coordinating Committee. As the institution evolves and CSUF’s approach to brand management matures, so will this guidance about Titan brand behaviors.

  • To design brand behaviors in our respective environments that best connect with and inspire our stakeholders, we need to have deep understanding and appreciation for what they want and need. We need to develop ways to observe and listen to our stakeholders as a fundamental first step in adopting meaningful approaches to engaging our audiences. Our stakeholders will tell us everything we need to know; we just need to listen and act.
  • Learning from other institutions also has merit, but as Titans, we can create innovative, novel approaches that can grow into new, recognized best practices in higher education.
  • Many times, creating effective communications and memorable experiences for our stakeholders can come from a fresh reimagining of current practice and not just the launch of something new.
  • When we receive complaints, especially via social media, it is important to acknowledge them and respond. Failure to respond is, in fact, a response. And on social media, good service is a spectator sport. The timely acknowledgement of concerns can have very positive impact on the CSUF brand. Conversely, no response is known to be very damaging.
  • We need to examine our “post-transaction” experiences. We need to ensure that stakeholders have continued communication and follow-up that enriches their brand experience with and connection to CSUF.
  • “Threshold moments” are when stakeholders first encounter the CSUF brand in your environment. What unique, micro moments of delight can you adopt that make a lasting impression?
  • As stakeholders have CSUF brand experiences, we need to be clear and specific about what makes our university and our individual programs compelling. Catch-all terms such as "quality" and "excellence" can ring hollow. We cannot differentiate what we cannot define.
  • We need to examine how we are, in effect, punishing our stakeholders. What unnecessary paperwork or processes have we created? What web experiences lead to dead ends? What policies are still in place that have outgrown their usefulness?
  • There is a growing expectation by stakeholders that the information and services offered in person should be offered online. We must continue to work toward ensuring that we not only have user-centric, intelligently designed online experiences for our audiences, but also that we have delivered a robust array of services online that are low-effort, easy to find, and technologically error-free.