The BYU Message
When we say we want everyone on the same page, this is the page we’re talking about.
All communications from BYU should be rooted in the university’s mission and aims. The BYU brand message is a guide to communicating the mission and aims in language that is relevant, concise, and inspiring for a variety of audiences.
The mission of Brigham Young University—founded, supported, and guided by The Church of Jesus Christ of Latter-day Saints—is to assist individuals in their quest for perfection and eternal life.
The Aims of a BYU Education
Excerpted; read the full text here.
A BYU education should be
(1) spiritually strengthening,
(2) intellectually enlarging, and
(3) character building, leading to
(4) lifelong learning and service.
The BYU Brand Message
For the Benefit of the World
We believe a world yearning for hope and joy needs the graduates of Brigham Young University. As disciples of Jesus Christ, BYU graduates are motivated by love for God and His children. BYU graduates are directed by living prophets and prepared to serve, lift, and lead. This preparation demands a unique university model: at BYU, belief enhances inquiry, study amplifies faith, and revelation leads to deeper understanding.
At BYU, helping students to develop their full divine potential is central to both our teaching and our scholarship. As the flagship higher education institution of The Church of Jesus Christ of Latter-day Saints, BYU strives to emit a unique light for the benefit of the world—a light that will enable BYU to be counted among the exceptional universities in the world and an essential example for the world.
[Jesus Christ] doeth not anything save it be for the benefit of the world; for he loveth the world, even that he layeth down his own life that he may draw all men unto him. Wherefore, he commandeth none that they shall not partake of his salvation.
Note:
The “For the Benefit of the World” tagline should be used in contexts that clearly demonstrate our desire to serve our brothers and sisters around the world. “For the Benefit of the World” is a call, a charge, an expression of our love for God and His children. Avoid using it in contexts that may suggest arrogance or self-importance.
Getting our students to the summit of BYU Everest, the spot closest to the heavens, is about the perspective that height offers. It is all about getting them to a place where God can show them the inhabitants of their world. It is not about getting them to the highest spot for world to see them. They are being called up to serve—not to be carried up to be seen.
Aspiration and Strategy
BYU’s “For the Benefit of the World” message defines our aspiration as a university. “Becoming BYU” outlines our strategy to reach that aspiration. The message answers a series of questions that correspond to the strategic emphases.
BYU MESSAGEFor the Benefit of the World | BYU STRATEGYBecoming BYU | |
| We believe a world yearning for hope and joy needs the graduates of Brigham Young University. | WHY | We must become BYU for the benefit of the world. |
| As disciples of Jesus Christ, BYU graduates are motivated by love for God and His children. BYU graduates are directed by living prophets and prepared to serve, lift, and lead. | WHAT | Build a Covenant Community |
| This preparation demands a unique university model: at BYU, belief enhances inquiry, study amplifies faith, and revelation leads to deeper understanding. | HOW | Dare to Be Different Expand BYU’s “Double Heritage” |
| At BYU, helping students to develop their full divine potential is central to both our teaching and our scholarship. | HOW | Strengthen the Student Experience Retain a Focus on Undergraduate Teaching |
| As the flagship higher education institution of The Church of Jesus Christ of Latter-day Saints, BYU strives to emit a unique light for the benefit of the world—a light that will enable BYU to be counted among the exceptional universities in the world and an essential example for the world. | WHAT HOW | Invest in Mission-Inspired Scholarship Focus on Mission-Aligned Hiring |
BYU Message Themes
To provide helpful guidance for those planning communications, BYU has identified four message themes that are drawn from the BYU Message and the BYU Strategy. They bring together concepts from those statements as well as from BYU's various other messages (the mission, the aims, and other key priorities).
The four messages are listed below, with their corresponding priorities from the Becoming BYU strategy. You can read more about each message on the BYU Message Themes page.
FULL DIVINE POTENTIAL
- Strengthen the Student Experience
- Retain a Focus on Undergraduate Teaching
GO FORTH TO SERVE
- Build a Covenant Community
BY STUDY AND BY FAITH
- Dare to Be Different
- Expand BYU’s “Double Heritage”
A UNIQUE LIGHT
- Invest in Mission-Inspired Scholarship
- Focus on Mission-Aligned Hiring
Message Alignment
The BYU message aligns with key messages from the university, the Church Educational System, and The Church of Jesus Christ of Latter-day Saints. BYU communicators should focus on the themes at the left; this chart illustrates how the BYU themes connect to other messages.
Message Themes | BYU Foundations | CES Messages | Church Messages |
FULL DIVINE POTENTIAL Strengthen the Student Experience Retain a Focus on Undergraduate Teaching | MISSION: Quest for Perfection and Eternal Life | CES 2: Conversion to the Gospel of Jesus Christ | God’s Eternal Plan of Happiness Gives Life Purpose and Meaning |
GO FORTH TO SERVE Build a Covenant Community | AIM 3: Character Building AIM 4: Lifelong Learning and Service | CES MISSION: Develop Disciples of Jesus Christ Who Are Leaders | Jesus Christ Is Our Savior; Covenants Bind Us to God and Each Other |
By STUDY AND BY FAITH Dare to Be Different Expand BYU’s “Double Heritage” | AIM 1: Spiritually Strengthening AIM 2: Intellectually Enlarging | CES 1: The Church Is Deeply Committed to Education | God Is the Source of Light and Truth; God Hears and Speaks to His Children |
A UNIQUE LIGHT Invest in Mission-Inspired Scholarship Focus on Mission-Aligned Hiring | 2ND CENTURY: A Unique Light and a Leader Among the Great Universities | CES 4: BYU Is the Flagship and a Light to the World CES 3: Lift All of God’s Children | Jesus Christ Has Restored His Church |
For your reference, below are the 10 foundational messages of the Church and the mission statement and anchor messages of CES.
Church Foundational Messages
- God Knows and Loves You
- God’s Eternal Plan of Happiness Gives Life Purpose and Meaning
- Jesus Christ Is Our Savior
- God Hears and Speaks to His Children
- Love God and Your Neighbor
- Jesus Christ Has Restored His Church
- The Book of Mormon Is Another Testament of Jesus Christ
- God Is the Source of Light and Truth
- Family Is Central to God’s Plan
Telling the CES Story
- CES Mission: Develop disciples of Jesus Christ who are leaders in their homes, the Church, and their communities.
- Anchor Message 1: The Church of Jesus Christ of Latter-day Saints is deeply committed to education.
- Anchor Message 2: Why? This commitment grows out of a conversion to the gospel of Jesus Christ and a commitment to the first and second commandments.
- Anchor Message 3: The Church strives to lift all of God’s children, and the Church Educational System serves a wide variety of needs and circumstances.
- Anchor Message 4: BYU is the flagship and a light to the world, but each of the institutions in the Church Educational System plays a distinctive educational role.