Brand Personality
Think of brand personality as brand personification — when human characteristics or traits are assigned to your institution . The words chosen for Life U ’ s personality traits were :
BRAND FORMULA
A brand formula is a proprietary blend of the best of what we do and how we do it .
Wellness + Nurturing support + Focused academics + Purpose radiating outwards
1 . Holistic 2 . Nurturing 3 . Non-conformist 4 . Purposeful 5 . Innovative 6 . Activist 7 . Entrepreneurial 8 . Individualistic 9 . Inclusive
BRAND DRIVERS
Brand drivers propel the Life U brand forward and motivate brand action and engagement . They consist of the following statements :
1 . We care deeply about our students and support them in all areas of their lives .
2 . We set the bar for innovation in chiropractic education .
3 . We personalize learning and maximize achievement .
4 . We foster a culture of maverick thinking .
5 . We promote healthy habits for optimal well-being .
6 . We educate for a life of Lasting Purpose .
BRAND PROMISE
Brand promise is our brand experience . The more we deliver on that promise , the stronger our brand becomes . Life U ’ s promise is that it clears the way for transcendent growth .
BRAND EXPRESSION It ’ s in You .
BRAND POSITIONING
Brand positioning is a distillation of our strengths and differentiators . It makes the case for the value we provide relative to our competition .
Positioning Statement
Building on a long history of chiropractic leadership , Life University offers all students , in all areas of study , the opportunity to connect to purpose and live their potential . Life U is for students who seek hands-on experiences in a close , personal learning environment ; a tranquil campus adjacent to all the career opportunities of metro Atlanta ; and an education that guides students to their highest level of personal and professional success .
“ Our job in the Life U Marketing Department is much like a chiropractor ’ s job with their patients ,” says Communications and Marketing Manager Will Brooks . “ As the chiropractor uses their expertise with the adjustment to facilitate the body ’ s innate healing potential , our Marketing Department uses our team ’ s talents to facilitate Life U ’ s innate potential to inspire and educate students to become vitalistic leaders in Chiropractic , nutrition , exercise science , positive psychology , business and much more .”
Chiropractic understands that the body is dynamic , self-developing , self-maintaining and self-healing , and that their job is to simply remove the interferences that suppress that process and let the body do what it was innately , perfectly designed to do . These interferences can be physical traumas , emotional stressors and environmental toxins . Doctors of Chiropractic , therefore , recognize that is not them who heal people through their care — people heal themselves after getting the interferences removed through the care of the chiropractor , an improved diet and by addressing their emotional health through a variety of avenues ( e . g . positive psychology practices , meditation , yoga , etc .). Can you imagine anything more self-empowering than that ?
With that being said , Life U and its Executive Leadership Team , expert faculty and dynamic staff embody many of these same characteristics . While maybe not quite as selfsufficient as the complex and life-sustaining human organism , Life U , as its own dynamic institution , has a well-deserved reputation for its ability to consistently produce the world ’ s best vitalistic healthcare leaders in their chosen professions ; one could say it has built itself up as a well-oiled machine . However , just like with the body , interferences can hinder its effectiveness . This doesn ’ t necessarily mean that the body , and Life U , are not capable of working as optimally as they had before . It simply means that some forces , potentially beyond their control , have entered the fray and made it harder for their expressions of optimal potential to be on full display .’
54 Alumni . life . edu | 2022