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The South Dakota State University Brand

students sit in front of Ag-Hall

Name. Vision. Mission. Logo usage. Colors. Design style of university publications and digital graphics. While these elements are all vital to upholding the university’s brand, they are only part of the equation. Sophisticated brands involve much more than a visual identity and an insightful mission statement.

South Dakota State University’s brand is the emotional and psychological relationship we have with our stakeholders. Strong brands elicit thoughts, emotions and sometimes physiological responses from constituents. Branding the university yields both internal and external benefits. Externally, we create an identity that resonates with stakeholders. We form emotional relationships with them.

Within a university, the brand serves as an internal compass of focus. If the institution is clearly branded, we have a collective understanding of what we are about. We have a self-awareness that dictates our actions. All decisions, not just marketing, are made in alignment with the brand. By keeping within our brand, over time, we will build a stronger university identity.

The university has established a strong brand, but it’s up to all of us to keep it that way. Everything we say and do on behalf of South Dakota State is part of the brand. It’s the Jackrabbit Way.