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CollegeSportsCommunicators.com/360 Archive
This story is part of our CSC 360 package for January 2023, to view more stories,
click here.
The power of brand
by Erik Christianson – College Sports Communicators, Executive Director @CollSportsErik
I’ve long been fascinated by brands — their value, their power, what they communicate, how people interact with and interpret them.
Brands, like cities, take time to develop and grow.
As College Sports Communicators unveils its new logo and continues its strategic repositioning as an organization, I’m mindful of what this means for the CSC brand.
We know that brands are not just new names and new logos. As important as those elements are for any organization, they are building blocks to support something bigger.
And that something bigger is the CSC promise.
Our promise is that we serve our members — and college sports itself — as the pre-eminent professional and educational association for athletics communicators at all levels of college sports in the United States and Canada.
We advocate for our members and our profession at a time when athletics communications increasingly serves as a mission-critical function for college sports. And if athletics communications is not positioned and supported this way on campuses, in conference offices and at national levels, it should be.
Our brand builds on our proud 65-year foundation and history; indeed, we are greater than the sum of our parts, and our new name and logo communicate that truth.
Yet unlike some brands that are unwilling to change, CSC has taken important steps to acknowledge the evolution of athletics communications and sports information and intentionally pivot as an organization — and as a brand.
Our strategic repositioning — including our new name and our new logo — communicates that we are bold, forward-looking and inclusive.
Now we all have the great opportunity and privilege to live our brand every day and deliver on our promise.
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