An introduction to our brand. Table of Contents Brand Positioning Brand Essence Brand Benefits Brand Personality Brand Expression Brand Messaging 2 An Introduction to Our Brand Brand Positioning Brand Essence Brand Benefits Brand Personality Brand Expression Brand Messaging Brand Positioning 3 An Introduction to Our Brand Mihaylo College of Business and Economics deep interaction with the Southern California region creates a one-of-a-kind environment where faculty and students investigate, innovate, and initiate the cutting edge of business. A learning laboratory unlike any other has grown in part from our longstanding, symbiotic relationship with Orange County sharing a diverse population, entrepreneurial spirit, and global connections. An Introduction to Our Brand 4 Brand Essence On the forefront of business innovation; global outlook The driving engine of business in Orange County and the region, with an alumni network of more than 55,000 graduates Ready to work and ready to lead Translating classroom theory into real-world practice An Introduction to Our Brand 5 6 Brand Benefits A broad, relevant perspective on the future of business Skills, maturity, and forward-thinking outlook that come from mastering our rigorous academic program Valuable connections to international business professionals and change agents eager to collaborate Exposure to diverse people, ideas, approaches, and industries 7 (Continued) Brand Benefits (Continued) An extensive alumni network that will engage and support you for life A proactive attitude and distinctive work ethic The ability and commitment to create leaders Confidence that comes from first-hand experience and knowledge 8 An Introduction to Our Brand 9 Brand Personality Strives to find new opportunities and realize them An engaged and integral part of the community Embraces diversity of all kindspeople, ideas, industries, and cultures 10 An Introduction to Our Brand (Continued) Brand Personality (Continued) Energetic, optimistic, and idea-focused Honest, open, confident, and empathetic Believes in the importance of real-world education 11 An Introduction to Our Brand 12 Brand Expression An Introduction to Our Brand Brand Expression (Continued) 13 14 An Introduction to Our Brand Brand Messaging Everyone associated with Mihaylo wants to be a part of something big and beneficial. How you address this varies depending on the audience. 15 Prospective students: Are interested in how theyll fit in at Mihaylo and how the College will help them excel Brand Messaging Everyone associated with Mihaylo wants to be a part of something big and beneficial. How you address this varies depending on the audience. 16 Current students: Want reassurance that they made the right choice coming to Mihaylo Brand Messaging Everyone associated with Mihaylo wants to be a part of something big and beneficial. How you address this varies depending on the audience. 17 Faculty: Want to know that their ideas and their students are advancing business in the region and beyond Brand Messaging Everyone associated with Mihaylo wants to be a part of something big and beneficial. How you address this varies depending on the audience. 18 Alumni: Want to advance their alma maters credibility and prestige Everyone associated with Mihaylo wants to be a part of something big and beneficial. How you address this varies depending on the audience. 19 Employers: Want to profit from Mihaylos human capital, connections, and resources Brand Messaging 20 An Introduction to Our Brand All of this branding reinforces why only Mihaylo can proclaim the future of business starts here. Why Is This Important to You? A consistent, unique, and relevant brand position creates a stronger Mihaylo. And that means more opportunities, higher regard, and knowing youre a part of something important. 21 What Is Your Role? Understand the brand, who Mihaylo is. Speak with a consistent voice, tone, personality, and message. Remember, everything you do regarding Mihaylo represents the brand. Embrace your role as a Mihaylo brand ambassador. 22