Cultivating commitment: Assessing brand identity and land-grant mission understanding among extension professionals in Oklahoma

Land-Grant Institutions (LGIs) have long served as pillars of public education, research, and community engagement. Central to their mission is the Extension system, which translates university-based research into practical, non-formal education for local communities. Despite their legacy, LGIs face increasing pressure to adapt to reach a rapidly evolving digital and social landscape. Branding, historically considered of marginal importance, has emerged as a strategic essential for organizations seeking to maintain visibility, relevance, and the public’s trust. This study explored brand identity and land-grant mission incorporation by Oklahoma State University Extension county educators. Through a convergent parallel mixed-methods approach, this research examines how internal stakeholders perceive and enact brand identity, and how these perceptions influence engagement and program delivery. Findings reveal challenges and opportunities of branding in disaggregated service education organizations, highlighting the importance of intentional communication, employee alignment, and strategic outreach. The study offers practical insights for LGIs aiming to strengthen their public presence and impact. Findings indicate OSU Extension educators possess a strong internal understanding of the land-grant mission and view their roles as essential to fulfilling objectives. However, the Extension brand is not always well understood by the public, and educators often operate with limited communication resources and strategic marketing support. Branding is widely seen as important, yet under-leveraged, particularly in connecting with newer, more diverse audiences. To address these gaps, the research team recommends enhancing forward-facing brand messaging, investing in statewide marketing infrastructure, providing professional development in communication skills, promoting intentional integration of the land-grant mission, and leveraging technology to expand reach and accessibility. The study supports the need for intentional, strategic communication efforts to align internal values with external perceptions and build stronger community connections across Oklahoma.