Key Messages and Brand Attributes – NC State Athletics
Key Messages
Strength in the Pack
- Together we are stronger. A wolf finds bravery and strength in its pack.
- We need to trust each other, hold each other accountable, have great passion when we come to work and practice each day and be empathetic to those in our pack and in our community. When someone wins a big game, shoot them a text, stop by their office, give them a high five. When someone is struggling, reach out. That’s what we do. We’re not just committed to winning, we’re committed to each other. Our strength is our commitment to each other…to the pack.
Key Words/Themes:
- Strength in the Pack
- We are the Wolfpack
- Strength
- Strong
- Pack
- Together
- 1Pack1Goal
Always Fighting. Never Alone.
- It takes a certain mindset and commitment to be successful here. We cannot be disheartened, or disparaged. We possess a limitless will and tenacity to go out and fight harder than we’ve ever fought before. We are tough people. The scratches and scars we’ve gotten along the way remind us to be brave enough to take on anyone, anywhere with equal amounts of energy and passion, every time.
Key Words/Themes:
- Always Fighting. Never Alone.
- Fighters.
- Hard. Tough. Together.
Think and Do
- We are doers. Put an obstacle in front of an NC State grad and they’ll find a way to do it. It’s the driver of our University but it’s also so inherently important to athletics as well. It’s part of who we are, and who we need to continue to be as an organization.
Key Words/Themes
- Words/Themes:
- Think and Do
- Doers
- Our students are action-oriented.
Be our best NC State
- Success and vision starts from within, not by worrying about anyone but ourselves. It starts on our campus and in our facilities. We know exactly who we are and we never try to be anything but the best version of NC State. We have so many unique attributes we need to focus on and so many incredible stories we need to tell. The history of NC State has always been driven by a spirit of creativity and innovation. It has an incredible authenticity, we need to celebrate this and use it to our advantage.
Key Words/Themes
- Courageous, Fearless
- Innovative, Creative
- Intellectual, Curious
- Purposeful, Intentional
Brand Attributes
We Are
Fiercely Loyal
We’re not just committed to winning, we’re committed to each other…through the good times and the bad, forever.
Humble
We pride ourselves on humility and authenticity. But this doesn’t mean we fade into the background. It means we know exactly who we are. And we never try to be anything but the best version of that.
Inexhaustible
We cannot be disheartened or disparaged. We possess a limitless will and tenacity to go our and fight harder than we’ve ever fought before.
Gritty and Gutsy
We are tough people. The scratches and scars we’ve gotten along the way remind us to be brave enough to take on anyone, anywhere with equal amounts of energy and passion, ever time.
Dramatic
We’re addicted to the thrill of that moment when things can change completely – that opportunity to create something that no-one saw coming.
We Are Not…
Arrogant
We know there is a way to be proud without being boastful – and a way to believe in ourselves without needing to undercut anyone else.
Trendy
The respect we have for our traditions and for our history is not swayed by the changing winds of what may be momentarily in fashion. If we’re changing, it’s because we’re innovating.
Individualistic
Every athlete is important and necessary. The same is true of every person in our pack. “We” will always be stronger than “me.”
Predictable
Consistency can be boring. We much prefer meaningful adaptability and spontaneity.
Key Football Themes/Words
Hard. Tough. Together.
As Philip Rivers said, “the Wolfpack ain’t for soft people.” It’s about the strength and commitment of the collective group.
#1Pack1Goal
It’s been the motto of NC State football since Dave Doeren’s arrival. It’s the message of unity and shared vision in one common goal as a team and family.
