Florida State University's Brand Platform
A brand platform is the set of values, keywords, promises, evidence and creative expression that support and define an organization’s brand. Florida State’s brand is authentic in that it represents the core values and beliefs of the university and was created, tested and supported by Florida State stakeholders.
The development of the brand platform took approximately 18 months to fully complete – the process included the adoption of an integrated marketing and communications infrastructure, which provided the foundation for the brand development process and best use of resources, expertise and support. Using internal resources allowed the university to develop a truly authentic brand that speaks directly to its core values, beliefs and goals as an institution of higher education.