But it is strictly an internal guiding statement never to be published in marketing materials. Brand attributes are key words and phrases that describe Hope College as it is and aspires to be. This ...

For senior executives moving up the corporate ladder, a personal brand differentiates them as leaders in a crowded space.

Brand messages, which are based on our brand attributes, are the most important talking points or copy points when communicating with the Hope community. In choosing messages, we must keep in mind the ...