"An employee at Apple might say something like, 'We make it easy for anyone to use a computer and get more out of life.'
An engineer at Tesla Motors might say, 'We build a new kind of electric car -- one that is friendly to the environment but even friendlier to the driver.'
A Zappos employee would say, “Shoe shopping here is fun, simple and hassle-free.'
None of these phrases are the official mottos of these companies. A company’s identity message is not a phrase taken from its mission statement or even the tagline we hear in its advertising.
A company’s identity message is the motivating core value that lives in the hearts and minds of a company’s employees. A well-instituted identity message flows off the lips of all the employees within an organization, not just the salespeople."
So, how do you get everyone on the same (right) page for your school identity?