University Brand Guidelines: How to Use Lion Made

Lion Made is our brand line, which is a more flexible version of a tagline. It's our “stamp” on communications—a recognizable signifier of our brand.

Since brand lines are more flexible than taglines, which are static, we can flex it in different ways, such as turning it into a call-to-action. This allows us to evolve its usage as we grow.

Do

  • Treat “Lion Made” as a proper noun.
    Always capitalize both words.
  • Use it as a landing line to stick the ending,
    e.g., “Your pride. Your results. Lion Made.”
  • Flex it and use it as a call-to-action, i.e. “Be Lion Made.”
  • Use Lion Made independently ONLY in contexts that support
    it—like with a photo of a student or alum, or on swag items.
  • Use it to rally school pride!

Don't

  • Lowercase or hyphenate it.
  • Don't use it in the middle of sentences as a descriptor
    (“Our Lion Made programs are great.”)
  • Don't try to shove it into every headline.
    Use it where it makes sense and packs a punch.
  • Don't pair it with weak or generic setups
    (“College is great. Lion Made.”).

When we say members of the ETAMU community are Lion Made, we mean they are:

  • Prepared and ready to succeed in their careers
  • Confident in themselves and their capabilities
  • Community focused with care for others

VERBAL STACK METHOD

Keeping our brand voice distinctive and present in our marketing is essential—we all know when Nike, Apple, or the Wendy's social media account talk, because their brand voices are distinctive and consistent.  But we also need to be clear in our communication. Looking to our Verbal Expression Scale, we can follow a framework that easily integrates our brand language and content: the Verbal Stack.  
By stacking brand language–content–brand language together, we can start and end with a distinctive brand impression while still clearly communicating our main messaging

Example

Most Branded Language

Be known. Be challenged. Belong.

Content Copy


There's no such thing as slipping through the cracks at East Texas A&M; every Lion here finds belonging and support. From the 100+ student organizations available to join, to the professors who double as mentors, you can make connections that enrich your life and ground your college experience in community and purpose.

Moderately Branded Language

When you join our Pride, you have a lifelong family.

Voice and Tone

These are good reminders for good brand writing. Reference these tips to focus your writing efforts, ensuring we effectively communicate the ETAMU brand in a way that is authentic, easy to follow, and connects. Our audiences constantly receive communications from competing brands and other industries—let's make it our goal to cut through the noise.

CENTER THE AUDIENCE

Whoever our audience is—prospective students, current students, alumni, faculty, or others—they are the stars of our show. Frame your language in a way that puts them in the driver's seat and positions ETAMU as the institution that empowers them to meet their goals.

SPEAK DIRECTLY TO THE READER

Use “you” language to inspire and empower; help them picture themselves at ETAMU, or how ETAMU can help them reach their goals. Engage their attention using interesting, detailed stories.

TELL OUR STORY

Know what you want to say, then say it precisely and impactfully while immersing the reader in the ETAMU experience. Use active voice to drive action and strive to be concise but prioritize clarity over concision: it's better to use five words and be clear than two words and not.

MAKE IT ACTIONABLE

Just as we speak directly to the reader, we use an active voice to empower and inspire them to follow a call to action, whether it's pursuing their next step or giving back to their alma mater.

KEEP IT HUMAN-FOCUSED

Our students, faculty, staff, and alumni are the best examples of the work we do and what it means to be part of the ETAMU community. Highlight their stories as part of the ETAMU story. Utilize personal quotes when possible.

ELEVATOR PITCH

Our elevator pitches (in long, short, and Lion Made formats) are quick summaries of who we are and why it matters. These can be used in various “about us” applications, or help shape our conversation points when people ask “who's East Texas A&M and what are you all about?

Examples

At East Texas A&M, we believe in the potential of our students and are committed to helping them build the life they envision.

East Texas A&M is where students who are serious about their futures find the opportunity, community and real-world experience to achieve their goals.

Empowered through academic rigor, personal support and hands-on learning, they test their skills and become graduates who are prepared to succeed, confident in themselves, ready to show up for others and equipped to get things done.

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