About this Guide
How We Got Here
This BYU messaging guide was developed by the BYU Strategic Communications Committee. It is the result of extensive research. We conducted interviews and group discussions with people from across the BYU community: leadership, faculty, staff, students, alumni, and donors. The insights we gathered became the basis for national brand research—both qualitative and quantitative—including surveys with students, faculty, staff, alumni, employment partners, Church members, and the general public as well as focus groups and individual interviews with key audiences.
Our research helped us establish what audiences already know about BYU and what they give us credit for, what they find emotionally compelling, and what they don’t understand or don’t know about us. We also uncovered different levels of affiliation among different audiences. Everything we learned guided the development of messaging for BYU, which we then tested with alumni, students, faculty, staff, and BYU communicators. The messages on this site are the result of this process.
Learn More
The links below provide more information about the BYU brand research and articulation process.
Brand Study Report
Brand Launch
Brand Message Approval
Brand Campaign Success
