University Brand Platform and Messaging

Purpose of this Document

EXPOSE
university communicators to the brand, its rationale, nuance, and promise; and set the expectations for those charged with its ongoing execution and stewardship.

EDUCATE
university communicators on how our brand has come to be and how to perpetuate it through proper use of associated tools and assets.

EMPOWER
university communicators with the knowledge and information to properly execute brand assets through all connections with our various and diverse audiences.

PERPETUATE
and ensure the long-term success of our institution and its brand by enabling university communicators to meet these obligations in a proper and effective manner.

Brand Platform – Opportunity in Every Direction

The brand platform is intended to describe our organization: its mission, values, and brand promise. Our platform articulates our brand vision: the way we see ourselves and would like to be seen. The platform can be used to shape your communications in broad strokes, but is not meant to be copied word-for-word. It is meant for internal use.

Opportunity in every direction. What this means is a university that responds to the realities of the world. We are deeply dedicated to this place, and we are innovating and implementing solutions to our local challenges that will have global reach. Like our core values, this statement helps establish a consistent foundation that underlies all of our communications.

This strategy consists of the following key elements:

Brand Personality
The exemplar who makes discovery possible.

Brand Payoff
From my new vantage point, I know where I want to go, and I have what it takes to get there.

Brand Pledge
From mentorship to partnership, we’ll be with you every step of the way.

Message Maps

Message maps visually frame key messages in a concise format. Maps convey the brand promise through compelling, relevant messages from university divisions and target each audience segment.