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Brand Personality

A brand’s personality represents the characteristics or traits people associate with a brand. For designers and writers, it helps define “the look and feel,” or how the brand comes across at a personal and emotional level.

NIU’s updated brand personality is made up of three simple words. Supporting phrases and second-tier descriptors help deepen understanding of their meaning.

personalized

Be who you are. Discover who you want to become.

Emotional
Journey
Choice
Individual attention
Experiential learning
Real-world ready

inviting

Open up. Try new things.

More backgrounds, more futures
Magnetic
Community
Fresh perspectives
Sense of challenge
Warm
Welcoming

charged

Come to take on the world.
Leave ready to change it.

Motivated
Inspired
Purposeful
Spirited
Invested
Life-changing