Merriam-Webster defines personality as the complex of characteristics distinguishing an individual, nation or group – but one also can apply this concept to a brand. Is this brand funny? Is it smart? Is it friendly or sophisticated? If this brand were a person, how would one describe him or her?

Focus group participants answered many questions like these, and more, last year as part of internal research led by BVK, an image and brand agency, in conjunction with TCU’s Marketing & Communication team.

Faculty, staff, student and alumni participants explored many facets of TCU’s brand personality, including comparing TCU to various public figures and the qualities they represent. Though the feedback included a diverse collection of politicians, actors, entrepreneurs, religious leaders and musicians, some common threads emerged. From Abraham Lincoln, Bob Schieffer and Mother Theresa to Paul Newman, Carrie Underwood, Walt Disney and Eleanor Roosevelt, each exemplifies a foundation of faith, strong convictions, a purpose for the greater good and an openness to different viewpoints. The group also represented concepts like success, quiet confidence, honesty and ethics.

So, what does this mean for the TCU brand?

It simply articulates in a more powerful way something we already knew about TCU’s brand – that as a university we are a community of principled, inclusive, dynamic and open-minded individuals who display humble confidence. The University places its highest value on people and building relationships, fostering a community where its members are supported, challenged and encouraged to be their best – a passion that’s evident in the experiences and comments from campus stakeholders.

One student participant commented, “I have grown, stretched and been pushed from different angles. But I wasn’t just being pushed and challenged for no reason. If I fell, there would be resources there. Now I understand much more of the world. My vision is so much broader. I feel prepared socially and academically to succeed.” Another student said, “TCU makes and produces better leaders.”

Faculty and staff affirmed, “[Social interaction at TCU] perpetuates an environment that is intended to make the academic and student experience much more meaningful, much more personal,” and “Our purpose is to help our students think differently.”

Overall, the results showed a resounding passion that permeates TCU – a sense of spirited belonging that fuels our community to be better, achieve more and have an impact for the greater good. This comes as no surprise to anyone closely associated with the university.

Strong brands don’t happen by accident – they are built from the inside out and authentically illustrate what we do, how we do it and why it matters. Learn more about the TCU brand during the big reveal at Opening Luncheon Aug. 18.