CENTER FOR

LEADERSHIP
AT ELON UNIVERSITY
BRAND IDENTITY BOOK

TABLE OF CONTENTS
INTRODUCTION

HISTORY

values

brand personality

programs

Brand voice

11

brand positioning statement

12

Reasons to lead

13

target audience

16

contact information

17

INTRODUCTION
The Center For Leadership provides opportunities for Elon University
students to gain hands-on leadership experiences. The different
programs within the Center For Leadership support a common goal
of encouraging students to develop their leadership skills and make
change for the better.
The purpose of this brand identity book is to communicate our branding
guidelines and ensure that each time internal or external communication
materials are produced; they support the Center for Leadership brand
experience.
This guide explains the programs, initiatives, word choice and personality
behind the Center for Leadership brand so that strategic plans, collateral
materials and digital content produced on behalf of the Center for
Leadership are consistent with research findings and determined brand
identity elements.

HISTORY
The Center for Leadership was founded in 1989 when Isabella Cannon
founded the Isabella Cannon Leadership Fellows Program. This Center
was developed to help make leadership accessible to all students on
Elons campus. The Isabella Cannon Leadership Program began as a
program with a four-year curriculum set up to help students hone their
leadership skills.
Over the past decade the Center for Leadership has expanded their
leadership development initiatives to include the Leadership Fellows
program, LEAD program, Life Entrepreneur Program, Leadership Studies
Minor, Elon Challenge Course, Adventures in Leadership, Leadership in
Eastern Europe and the Intersect Conference.
The newest addition to this list is the LEAD Program, which will replace
the Isabella Cannon Leadership Program. The Lead Program began in
the fall of 2012 and was created to encourage everyday leadership in
students who are not involved with the Fellows program.

VALUES
Mission Statement: Elon students will graduate with strong self-efficacy,
the desire and ability to work collaboratively within diverse communities
of people, as well as have the confidence and competence to put
innovative ideas into action for positive change.
Challenging
Inspiring
Attainable
Inclusive

Intellectual
Dynamic
Admirable

BRAND PERSONALITY
Driven
Outgoing
Authentic
Passionate

Active
Deliberate
Determined
Empathetic

PROGRAMS
LEAD (Leadership Education and Development)
The LEAD program is available to all students and focuses on
developing leadership skills through dynamic workshops, retreats, and
other projects.
The program consists of three tiers: leading the self, leading with others
and leading for change.
This is a self-paced program, so students can begin participating any
point in their Elon career. Students who successfully complete all three
tiers will receive the distinction of a Cannon Leader.

Tier One: Explore personal leadership through workshops, campus

events, serving community and shadowing campus leaders.

Tier Two: Increase leadership development by learning to

collaborate with others. Develop understanding of followership, how to
handle conflict, group dynamics, in and out groups, and how to be a
diverse local and global leader

Tier Three: Use the knowledge gained to serve common good

of the campus/community in the form of a legacy project. Acquire
necessary skills/tools to transition to life after college.

PROGRAMS
LEADERSHIP FELLOWS PROGRAM
The Leadership Fellows program is a nationally recognized leadership
development program designed to strengthen students leadership skills
and ability to impact themselves, their communities, and their worlds. The
four-year cohort experience builds a strong sense of community among
the group and allows students to develop close mentoring relationships
with faculty and staff. The incoming students are expected to be the
next leaders of the Elon community.

LIFE ENTREPRENEUR PROGRAM

The Life Entrepreneur Program (LEP) is collaboration between the Center for
Leadership and a national leadership development company, New Mountain
Ventures. This is an innovative program open to sophomore students. The
Life Entrepreneur Program will prepare students to craft a meaningful and
flexible life plan in light of the ever changing, fast paced world outside of
Elon. The Life Entrepreneur Program includes a two-day retreat and a onecredit hour course led by faculty and peer leaders during the first half of
each semester. Through the retreat and the course, students will learn to
identify their strengths, be alert of opportunities, take measured risks, set
goals, think strategically, and practice the art of reflection and renewal.
Students will also develop a resume, practice interview skills, and complete
informational interviews with people in their prospective field. These skills
will help students better align their core identity with their professional and
personal goals, especially in the context of their remaining years at Elon.

PROGRAMS
ELON CHALLENGE COURSE
The Elon Challenge Course is an accredited high and low ropes course
located on 18 wooded acres just a half-mile away from Elons main campus.
At the Elon Challenge, participants work together to reach beyond their
perceived boundaries, overcome obstacles and experience success in
a variety of problem-solving initiatives and ropes course elements. This
program is open to all Elon students.

LEADERSHIP STUDIES MINOR

The Leadership Studies minor is based on the concept that is at the heart of
an Elon education: active and engaged learning. The study of leadership
must be an effective marriage of content and process and this minor is
designed to provide both. It is built on the strength and expertise of Elons
faculty and is designed to expose students to theories and practices of
leadership across disciplinary boundaries. They will shape their definition
of leadership so that they understand it occurs at the interchange of vision
and action and the importance of vision being informed by values. This minor
will provide them with practical skills in the art of working with people and
encourage in them an understanding of leadership as a focus of academic
inquiry and research.

PROGRAMS
LEADERSHIP IN EASTERN EUROPE
This two-week summer International Leadership Program in Lithuania
will provide students with an opportunity to facilitate a leadership
development program for European peers via a Human Rights Summer
Study Program, focusing on International Human Rights Law. This program
includes extensive classroom instruction with classes conducted by
practitioners, professors, and experts in the fields of international and
human rights law. The student facilitators will use the knowledge and
skills theyve gained from the Isabella Cannon Leadership Program and
the spring preparatory class to share their understanding of leadership
with European peers.

ADVENTURES IN LEADERSHIP
Elon Adventures in Leadership is an outdoor experience of hiking,
camping, climbing, group initiatives, and white-water rafting offered
only to incoming Elon students. The program will aid you in developing
leadership skills, understanding community, working in teams, and
building lasting friendships. It is an excellent opportunity to learn more
about yourself in a natural world and helps you make the transition into
your first year.

PROGRAMS
INTERSECT CONFERENCE
In accordance with Elon Universitys commitment to diversity and global
engagement and the fostering of respect for human differences, the
Center for Leadership, Multicultural Center, and Truitt Center for
Religious and Spiritual Life at Elon University have collaborated to
provide participants with an unprecedented look at the disciplines
of diversity, leadership and the cross-sections of the two. Intersect
educates students, faculty and professional staff on topics of diversity
and leadership. In previous years, these topics were explored through
two independent conferences: the Diversity Leadership Conference
and the Leadership Development Institute.
During this two-day conference, participants will engage in dialogue,
reflection and training through keynote speakers, workshops and lunch.
The conference pillars: power and privilege, social change, oppression,
and organizational development work to inspire participants to create
positive change for the common good in their organizations and
community.
These pillars were chosen because they represent the intersectionality
of leadership and diversity. Our understanding of these concepts will
not only inform our understanding, but also our ability to engage in
meaningful conversations and behaviors.

BRAND VOICE
CENTER FOR LEADERSHIP SAYS:

Innovation
Execution
Positive Influence
Lasting Impression
Being the change
Role Model
Potential
Manageable
Exciting
Straightforward
Life Essentials
Kindness
Intellect
Different
Collaborative
Connected
Dynamic
Inclusive
Respectful
Challenging
Engaging
Optimistic
Encouraging
Significant
Team

BUT DOesN'T SAY:

Stagnant
Witness
Negative
Intimidating
Stressful
Confusing
Hierarchal
Elite
Overwhelming
Disengaging
Exclusive
Insignificant
Individualistic
Unclear
Authoritative
Perfection
Invisible
Imitating
Discouraging
Unmanageable
Ambiguous
Unkind
Simple
Disrespectful

BRAND POSITIONING STATEMENT

For the average student who desires a place to cultivate their
understanding of leadership and foster the skills needed to apply that
understanding in their everyday actions, the Center for Leadership is
their most indispensable resource.

Social Channel Brand Voice

We are telling the story of the everyday leader, emphasizing their
authentic character and impressive accomplishments. Our presence
on social media will serve as a way to inspire Elon students in their
leadership ventures and establish our reputation among the greater
Elon community.
We want to portray ourselves as an all-inclusive hub for leadership
development while representing excellence. We view leadership as
attainable for everyone, while recognizing effective leadership skills
as a notable achievement. We want to instill a desire in our target
audience to be a leader by highlighting the tangible benefits of our
organization and leadership in general. We will aim to keep our content
fresh, creative and atypical.
Social media outlets allow us to actively engage in conversations
with our target audience and offer friendly advice, information and
inspiration.

REASONS TO LEAD
When conducting research in spring of 2011 we used a group of nonLead participants to find out the views of The Lead Program and the
Center for Leadership. We found that students have both positive and
negative views of the Center for Leadership.
In our findings we learned that most students had not heard of the
Center for Leadership prior to the Organization Fair. Out of the Center
for Leadership sponsored events, the most attended events were ICLP/
LEAD workshops. However, most students had heard of the Center for
Leadership but chose not to get involved. This was because of the views
students do not receive course credit from the programs at Center For
Leadership, the programs require a lot of extra time and work, and
students cannot join the programs after their freshman year.
We hope to communicate the benefits of Center of Leadership listed
below to positively change both faculty and students perception of
the Center For Leadership.

FUNCTIONAL BENEFITS
The Center for Leadership will provide students with transferrable
skills that are beneficial to their career and daily life.

Most students viewed programs at The Center for Leadership as a way to develop
leadership skills for their careers. Skills learned in programs such as LEAD, the Life
Entrepreneur program, Intersect Conference and the Leadership Studies Minor will all
help to increase students understanding of leadership as well as provide them with skills
that will help in their future jobs. LEAD workshops and classes within the Leadership
Studies Minor give students access to a wealth of information on personal leadership
skills as well as collaborative leadership skills. The Intersect Conference allows students
to explore leadership and diversity. The Life Entrepreneur Program help students plan
for life beyond Elon. During this program students will have the opportunity to do
informational interviews with people in their field as well as enhance their resume and
interview skills. My experiences through the Center for Leadership have taught me
to be more confident in my ability to make changes in this world said senior, Ashley
Fowler. I have learned so much about my own personal strengths as well as how to
help others utilize their own strengths. Students also view programs at the Center for
Leadership as a way to help build their resume and increase their access to networking
opportunities.
TheCenterforLeadershipincreasesstudent'spresenceoncampusandcanhelp
further a student's academic career.

Students see the Center for Leadership programs as a way to secure more leadership
roles on campus. The skills learned in many of the programs can be applied to jobs on
campus, positions in organizations as well as in the classroom setting. People were able
to use both the hands on experience and the lessons learned from workshops during
their time on campus. Participating in tier 3 of LEAD can give students the opportunity
to fulfill the Experiential Learning Requirement. The Leadership Studies Minor will also
provide ways for students to be involved in certain types of classes. Programs at the
Center for Leadership help to builds community and provide students with an oncampus network of peers excelling in leadership. The Center for Leadership also offers
job opportunities to help hone their professional work experience.

EMOTIONAL BENEFITS
TheCenterForLeadershipprovidesstudentswithaconceptualandexperiential
understanding of leadership.

There are many programs at the Center for Leadership that help to increase a students
understanding of leadership by providing them with both hands-on and classroom
experience. The workshops for LEAD present students with skills that can shape and
strengthen their view of leadership. These workshops provide a classroom setting for
students to increase their knowledge and abilities. The Center for Leadership provides
a range of courses and programs for an array of different learners. Courses for the
Leadership Studies Minor, workshops for LEAD, Leadership in Eastern Europe and the
Intersect Conference are academically rigorous and thought provoking opportunities.
The Leadership in Eastern Europe includes extensive classroom instruction as well as
giving students the opportunity to facilitate a leadership development program abroad.

The Center For Leadership PROVIDES students with a close knit

community.

Many of the programs at the Center for Leadership offer a new community and group
for students. From before they step on campus their freshman year to after graduation,
the Center for Leadership provides a focused and supportive community for students
to be a part of.. Adventures in Leadership, a freshman summer experience, is a way
incoming first year students can meet 31 of their peers prior to stepping on campus
while also exploring leadership in the beautiful NC outdoors. When coming to campus
after having participated in the program many students felt as though they felt more
comfortable during their first weeks at school and had close friends on the first day
of campus. The fellows and LEAD programs both offer students an opportunity to
connect with peers who also are studying leadership styles. It creates a network of
other students who are interested in leadership studies. The Center for Leadership
does not only provide a close-knit community but also helps to bring other communities
together. The Elon Challenge Course is a way for different organization on campus to
bond and come closer. While on the course, students are able to explore leadership
within their group.

TARGET AUDIENCE
Chase Sullivan, the business student
Confident
May or may not have previous leadership
experience
Wants to build rsum and pursue internship
opportunities
Prioritizes the functional benefits of leadership
Outgoing and likes working with other people
Inspired by: Leaders in the business industry,
personal success, notoriety

KELLY BRADY, the leadership fellow

President of a club in high school
High-achieving and highly motivated
Has a good understanding of leadership
Wants to learn more about practical
applications of leadership
Applying for a leadership position on campus
Inspired by: Achievements, successful
collaboration, overcoming challenges

To appeal to Chase, the Center for Leadership emphasizes

the benefits that the program offers and builds a reputation
that portrays the Center for Leadership as respected on
campus, by employers and is academically challenging.

To appeal to Kelly, the Center for Leadership should

organize activities to encourage interaction with other
Leadership Fellows and spark interest in further leadership
development. The Center for Leadership should help guide
further discovery of leadership opportunities on campus and
provide tangible skills to be applied to these opportunities.

JONATHAN WATERS, the incoming freshman

ASHLEY FREEMAN,

Held a leadership position in high school

Looking for a realistic way to be a leader on
campus as a freshman
Thinking about joining a variety of clubs and
activities at Elon
Looking for an organization that will be fun and
something to put on his rsum
Inspired by: Tangible results, group success,
teamwork
To appeal to Jonathan, the Center for Leadership
emphasizes the emotional benefits that the program offers
to help with the college transition, as well as the functional
benefits such as fulfilling the ELR requirement. The Center for
Leadership attracts Jonathan by promising an established,
supportive and focused community of students to be part of.

the ordinary student

Not involved in anything directly related to

leadership
Inspires others daily but isnt aware of
leadership potential
Respected by friends and classmates
Interested in leadership but doesnt like the
stigma of being a leader
Inspired by: Positive feedback, making a
difference in the world
To appeal to Ashley, the Center for Leadership offers
a new perspective of leadership and emphasizes
leadership as a collaborative way to make change,
rather than a position of authority. The Center for
Leadership shows Ashley how leadership can fuel
positive differences within the Elon bubble and beyond.

CONTACT
forquestionsregardinganybrandingmaterialsproducedonbehalfofthecenter
for leadership, please contact:

Steven Mencarini
Director of the Center for Leadership
Center for Leadership 101E
2993 Campus Box Elon, NC 27244
smencarini@elon.edu
(336) 278-5323
MORE INFORMATION ABOUT THE CREATION OF THIS BRAND IDENTITY BOOK:

This Brand Identity Book was created by Live Oak Communications

in the Spring of 2014 to guide the Center for Leadership in strategic
communications efforts.