An internal resource, our brand positioning statement contains the main components of our marketing position. By keeping our audience-centered value proposition at the forefront of our marketing communications, we remember our core purpose as we create content for key audiences, including future and current students, alumni, faculty, staff—and all IC community members.
IC's brand positioning statement
Today’s prospective students have grown up with the understanding that a linear story in life is no longer the norm, and they’re actively pursuing many paths to find the one that fits them best. They want their college journey to be an extension of that pursuit, a custom experience of discovery where they can go deep with their passions and build viable new routes to future success. To them, there’s a big difference between a degree and a career, and the college journey they choose needs to help them find the latter while they pursue the former.
Ithaca College should feel like home to these multi-hyphenates. The curriculum is focused yet open, giving students personal interaction with expert faculty while allowing for the discovery of new passions and interests. Outside the classroom, an abundance of extracurricular activities and organizations ensure that no matter the school or program, students are empowered to shape their experience in ways that prepare them for success in a nonlinear future. Students may graduate from Ithaca with similar degrees, but the path taken to their career is personal and rewarding. That’s the type of education that Ithaca College champions—one where the journey shapes the destination.
Our relevance positioning reflects how today’s students think about their futures: nonlinear, multidimensional, and shaped by exploration as much as intention. The pillars bring that idea to life. They translate our positioning into clear, usable principles that can guide messaging, storytelling, and creative decisions throughout the college.
These pillars are not meant to limit expression or prescribe exact language. Instead, they provide a shared lens for evaluating our work—helping ensure that whether we’re writing a webpage, designing a campaign, or telling a student story, we are reinforcing what makes Ithaca distinct, relevant, and credible.
Ithaca encourages students to combine interests, explore across fields, and stretch their thinking. We cultivate the versatility and curiosity that today’s world demands.
Ithaca equips students with the necessary mindset and skill set to thrive in today’s nonlinear market. It’s not about a straight line but about having many open pathways after graduation.
Here, students are known by name. Our small class sizes, hands-on learning, and tight-knit community lead to meaningful relationships that open doors, build confidence, and drive outcomes.
The multi-hyphenate mindset is Ithaca’s foundation, and everyone fits into it differently. It provides clarity and consistency across the college while still allowing space for individual stories, voices, and programs to shine.
You don’t need to work in marketing to use the brand relevance pillars. They are a shared set of ideas meant to be used as a lens—not memorized or applied rigidly. They act as a shared decision-making framework to help guide messaging, storytelling, and creative choices across the college while allowing for flexibility, nuance, and individual voice. Here are some guidelines to integrate the pillars into your everyday work as a communicator on behalf of Ithaca College: