Tri-C President: Success Is Based on Who Selects You

Michael A. Baston shares how a company’s brand is a promise to customers

A company’s brand and identity is more than logos, mission statement and core values. Instead, Cuyahoga Community College (Tri-C®) President Michael A. Baston, J.D., Ed.D., suggests that identity must be something living and breathing for employees to embody and believe it.

In a column published in the November issue of Smart Business Magazine, Baston explores the College’s emphasis on creating a Culture of Commitment, which is Tri-C’s call to action for its 3,300 employees to commit to its mission, learners and each other.

"Your people have to believe in your goals, your values and your direction," Baston said. "And a large part of creating that belief is giving your people a voice in creating, refining and reinforcing the components that make up your identity."

For example, Tri-C’s Vision 2030 Strategic Transformation Plan to meet challenges in the changing higher education landscape wasn’t created by a small group of people. It began with listening to the input and contributions from the College’s stakeholder groups that includes learners, faculty, administrators, staff and community members.

"We wanted employees who were invested in the success of the plan," Baston said. "We committed to our people, and they committed to us in turn by embracing the themes and pillars of the plan and aligning their work with it, so we are all moving toward a single goal: providing the best educational outcomes for our learners."

Baston highlights three core principles that leaders can apply across industries.

Your identity is foundational. You can't change it quickly, if at all. The creation and reinforcement of what you and your company stand for should be treated as foundational to your company's existence.

Your people carry your identity. As such, it isn't something that can just be spoken into existence. The formation of your brand and identity must be a team effort that starts with your willingness to collaborate.

The task is ongoing. Committing to your brand and identity requires ongoing work, like any relationship you value. You must continually evaluate the work you do and communicate with your team to ensure the messaging is clear and the team is motivated to continue embracing and reinforcing your company's identity.

Read the entire column at sbonline.com.

Baston is a regular contributing author for Smart Business Magazine. Read his most recent columns:

• In business, success is based on who selects you (August 2026)
• Amplifying your business in the community (May 2026)
• The pathway to purposeful growth (February 2026)

November 10, 2026

MEDIA CONTACT: Anthony Moujaes, 216-987-3068 or anthony.moujaes@tri-c.edu