The positioning statement is complemented by tone words that reflect the personality of the brand. The tone may adapt depending on the audience, but all communications — from social media posts to printed materials to web — should use the following words as a guide.
WELCOMING
Rooted in the supportive culture of our region, our brand is clearly welcoming to all who pass through our orbit. We are host to our region.
ENTERPRISING
Guided by our clear vision, we are driven to build for the greater good. Our plans for the future of our college can only come to fruition through our own work.
RESILIENT
We have the grit and determination to find our way through a challenge, and to always bounce back when we encounter a setback.
NURTURING
Our mission is to encourage the development of our greatest natural resource our students, our town, and our region.
DEDICATED
Founded in 1954 to be in service to the region of Southwest Virginia (and beyond), we stand by this mission and will always be dedicated to this pursuit.
HONORABLE
Always be mindful, not just of what we’re doing, but how we’re doing it. Our character is important to us — we share the University of Virginia’s mission to produce citizen-leaders and to be both great and good in all that we do.
PROVEN
For decades we have been a source of knowledge, inspiration and economic development for the people of our region. We’ve been recognized as one of the top public liberal arts colleges in the nation, as well as an established partner for companies in Southwest Virginia and beyond. We’re ready for our next challenge.
PROUD
We are proud of where we’re from and where we’re going. We know our strengths and we welcome opportunities to share our story.