Brand Tone

Educational and Empowering, Community-Oriented, Professional yet Approachable, Entrepreneurial

Brand Values

• •Applied Learning
• •Student Empowerment & Creativity
• •Entrepreneurship
• •School Pride and Community
• •Collaboration

Best Practices

• •Always Lead with the "Why": Every piece of copy, from a product description to a social media post, should connect back to the core mission of "applied learning" and "student empowerment." Frame purchases as contributions to student education.
• •Highlight the "Who": Regularly feature the students running the store. Use their names, majors, and roles. This humanizes the brand and reinforces its authenticity as a student-run entity.
• •Use Empowering and Action-Oriented Language: Employ verbs that reflect the brand's values: "learn," "create," "manage," "lead," "design," "innovate." This positions the brand as dynamic and educational.
• •Maintain a "Professional-in-Training" Voice: The tone should be professional and clear, but it doesn't need to be overly polished or corporate. Allowing the student voice to come through (while maintaining quality) is a key part of the brand's charm and authenticity.
• •Be Transparent and Educational: Explain the process. A post could detail how students chose a new product, the challenges of managing inventory, or what they learned from a marketing campaign. This turns customers into supporters of an educational journey.

Social Perception

The Craig School of Business Student Store is perceived less as a retail competitor and more as an admirable academic initiative. The public sees it as an Innovative Educational Tool, a Symbol of School Pride, and Authentically Student-Run. It is seen as a platform that helps students develop crucial skills for their future careers.

Copy Examples

• •Instagram Post (Product Launch): Image: A high-quality photo of a student wearing the new Craig School hoodie. Copy: "Designed by students, for students. Introducing our new CSB Legacy Hoodie, the latest project from our student management team! Every purchase you make supports the next generation of business leaders right here at Fresno State. Grab yours at the link in bio and wear your Craig pride! #CraigSchool #FresnoState #StudentRunBusiness #AppliedLearning"
• •Website Banner: Headline: Learn. Manage. Lead. Sub-headline: This isn't just a store. It's our living lab. Shop the official Craig School collection, managed entirely by students gaining real-world experience.
• •Email Newsletter Feature: Subject: Meet the Minds Behind the Merch Body: "Ever wonder who runs the CSB Student Store? We do! This semester, our team of marketing, finance, and management students has been hard at work. From stocking the new quarter-zips to running our holiday expo, we're putting our education into practice. See what we've been up to and how your support fuels our learning journey."
• •Promotional Pop-Up Flyer: Headline: The Student Store is Popping Up! Body: "Get your official Craig School gear in person! Find us at the Peters Business Building on Wednesday from 10 a.m. - 2 p.m. Run by students, for students. All proceeds are reinvested into this hands-on learning experience. Cash and cards accepted!"
• •"About Us" Page Refresh: Headline: More Than a Store. It's an Education. Body: "The Craig School of Business Student Store was founded with a single mission: to be a living laboratory for business education. Established in 2018, we are a completely student-managed enterprise. The apparel you buy, the website you browse, and the marketing you see are all powered by students from across the Craig School, applying classroom lessons to a real-world business. Thank you for supporting applied learning at Fresno State."