Interior Header Image

Brand Definition

As we explore the brand of the University of South Carolina Beaufort, let's first define what a brand really is, and what it is not. When you think of a brand in human terms, a brand, like a person, has an essence, a personality, and core values. And just as people are more than superficial styles or outward appearances, a brand is more than a logo, a tagline, or a product.

Our Brand:

  • is not a logo: a logo is just a symbol that represents the brand
  • is not a tagline: a tagline is an expression of the brand
  • is not a product: a product is a tangible representation of the brand. 

Our Brand:

  • is the perception people have when they think of the University of South Carolina Beaufort.

It's what the university means to the people we serve. It can range from receiving a life-changing USCB education to conducting front-line research with practical application to improve our communities. Our brand starts with what the University of South Carolina Beaufort does and why it matters. It's what makes us distinctive in a person's mind.

As leaders within the University of South Carolina Beaufort, our job is to influence those perceptions—and strengthen our brand—by presenting consistent, credible, and authentic messages about the university, our people, and our accomplishments. Building this strong brand for the university as a whole directly benefits all of our departments and programs.