How to Use Brand Messages
We’ve crafted five key messages—a core message and four supporting messages—to highlight the different facets of the BYU experience. This messaging reflects common ground for all of BYU’s current and potential audiences; more specific translations of the messages are found at Reaching Our Audiences.
The Core Brand Narrative
Talking About: The Fundamental BYU Story
All our messaging builds on and amplifies this message.
For the Benefit of the World
We believe a world yearning for hope and joy needs a different model of university. At Brigham Young University, belief enhances inquiry, study amplifies faith, and revelation leads to rich understanding. Teaching and research are both valued, and excellence and affordability go hand in hand. As the flagship higher education institution of The Church of Jesus Christ of Latter-day Saints, BYU strives to be among the exceptional universities in the world and an essential university for the world.
Talking About: Faculty and Staff
Disciples, Scholars, Mentors
Our faculty are accomplished scholars, practitioners, and artists. They’re also devoted to their faith and to their students. They choose to be at BYU because they want to be part of a community where there are no walls between faith and reason and where teaching and research are equally valued. For BYU faculty, making a direct and enduring impact on students—in the classroom, lab, and studio—is an expectation and a calling. Our administrators and staff share this devotion to faith, to excellence, and to students and provide an essential mentoring influence.
Although a growing number of our faculty are first-rate scholars, they aren’t at BYU to build their resume or CV. BYU faculty are committed to their students; they care about their students’ personal well-being and faith. The relationship isn’t just academic—it’s also pastoral.
This message also acknowledges the important role other members of the BYU community play in students’ lives.
Talking About: Student Community
By Study, By Faith, By Experience
Our students learn by study, from respected scholars and dedicated teachers. They learn by faith, enlightened by gospel perspectives and the Spirit of God. They learn by experience, through research, internships, international study, student jobs, and a remarkable variety of extracurriculars—Church congregations, campus clubs, performing groups, athletics. Exceptionally talented students aspire to BYU because it represents a world-class education and much more: it’s a caring community, gathered together in shared beliefs and values and committed to helping them realize their full potential as children of heavenly parents.
BYU students represent a wide range of life experiences. They are open and eloquent and overwhelmingly expressed great love for BYU, even as they frankly talked about the ways the institution needs to improve. And of course they represent a wide range of life experiences.
Talking About: Alumni Outcomes
Enter to Learn; Go Forth to Serve
We educate our students to excel for the benefit of the world. We can certainly measure their success by the national honors they receive, the competitive graduate programs they enter, and the global organizations that recruit them. But the outcome that matters most is how they put to use the lessons of faith, intellect, and character they have learned here. Our students and alumni care deeply about the lives of others. They lead by example—as lifelong learners, community builders, and problem solvers.
We’re educating the stewards the world needs—our students are effective stewards of time, their talents, the environments, and their relationships. BYU alumni are valued members of any enterprise because they have the audacious belief that all human beings have the potential to be like their heavenly parents.
Talking About: Rise and Shout
Our History, Our Future
BYU began nearly 150 years ago on the edge of the American frontier—the dream of pioneers who insisted learning was as necessary to their lives as food and shelter. Today, we’re the home of Cougar Nation and the world-class embodiment of our faith’s theological imperative to educate. Hundreds of thousands of alumni worldwide look to BYU as the alma mater that nourished transformational experiences in their lives—experiences that continue to energize their service to God, family, profession, and community.
The story of BYU is an extraordinary testimony to the resilience, theological imperatives and consecrated contributions of our people. The university’s incredible trajectory and continued excellence inspire joy, gratitude, and fierce commitment.