Our strategy highlights our strengths, captures our personality and communicates what the world expects from us. It’s the backbone of our brand.
Our brand strategy reflects a series of decisions that make up the foundation for our brand’s positioning and our creative platform. It’s a tool that should also be consulted for marketing planning, campaigns and initiatives.
Why Is a Brand Important?
Opinions form very quickly—and they lend heavy influence to the decisions we make. That’s why it’s critical to have positive and meaningful interactions as often as possible. Our brand works by forming emotional connections from the very first interaction—a billboard outside Camden Yards, a conversation in Penn Station or on Charles Street, an inquiry about a program from a potential student or an exchange in a courtroom with a UB alumna. These interactions accumulate and shape the opinions of those we serve.
UB engages a profoundly diverse collection of audiences and individuals. Though needs vary significantly across these groups, our brand story should remain consistent. By understanding the objective we’re trying to achieve with each segment, we can bring focus and clarity to our communication and interactions.
We Must Reach Five Major Audiences:
those who experience and live out the brand every day
those actively involved in the college search process
Alumni and Donors
our most faithful and loyal supporters
Partners, Employers and Baltimore
our neighbors and extended family
those who look to us as a leader and consider us a peer
The UB Brand at a Glance