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California State University, Chico

Brand Strategy

Overview

The Brand Strategy reveals the key insights that establish our positioning and guide our identity strategy. 

Brand Promise

Today Decides Tomorrow.

Chico State's brand promise is rooted in the University's longstanding motto, "Today Decides Tomorrow." We take these words to heart as we focus with hope on the future while building on the best of our past.

Brand Pillars

We share Chico State's identity through four brand pillars, built on our foundation of excellence. The brand pillars showcase biggest strengths as differentiators: what we believe in, what connects people to us, and what we do differently or better than other institutions.

  • A student wearing dark protective glasses leans over to adjust a red laser in a physics lab.

    Catalysts for Change

    Our high-quality, high-value education prepares students for successful lives and careers—helping them to take ownership, use their voices, and mobilize.

  • Student Athletes help build home for NCAA and Habitat for Humanity

    Connections Beyond Campus

    We recognize our community as larger than our campus and partner with the City of Chico, the North State, and beyond to apply scholarship, research, and service to address global issues.

  • Students hanging out outside of Éstom Jámani Hall

    Culture of Belonging

    We cultivate a welcoming and inclusive campus for people of all identities, and create and advocate for policies that form a more equitable society.

  • A student writes at the Big Chico Creek during fall

    Captivating Educational Backdrop

    We honor our environment—the traditional lands of the Mechoopda people—which provide access and bolster our academics, and foster self-reflection and personal growth.

Brand Personality

Our Brand Personality helps us to establish and maintain a consistent tone throughout our communications.

  • Approachable

    We are the Wildcat Family—down-to-earth, relaxed, and welcoming to all.

  • Committed

    We provide an ethic of care and collaboration throughout our community.

  • Brave

    We challenge ourselves to be uncomfortable, think differently, and remain resilient.

  • Conscious

    We strive to improve the world around us, by giving back and looking forward.

  • Proactive

    We jump in, become involved, and actively pursue our goals.

Brand Foundation

Our Brand Foundation is based on points of pride that, while important to us, are not necessarily unique or differentiating among our competitor set:

  • Excellent Academic Programs
  • Student-Centered
  • Successful Career Outcomes
  • Hispanic-Serving Institution
  • Vibrant Campus Culture
  • Scenic Campus