Desired Brand Experience

A brand is the embodiment of an experience. It is a sum of all the impressions people have of an organization. If we want to encourage a consistent and meaningful impression of the U of L, we need to communicate and support our brand in a consistent and meaningful way.

The desired brand framework for the U of L serves as a tool to articulate what the brand stands for – the experience we want people to have when they interact with the university. It includes three areas:

  1. Traits, which describe the brand’s character and personality
  2. Advantages, which summarize key differentiators, the strengths that encourage stakeholders to choose, trust and/or admire the brand
  3. Brand Promise, which states the net benefit a stakeholder receives from the brand

 

What does this brand mean for people?

To this group... The Brand is... Core benefit: Engage life with confidence
Students An Experience The combination of support and rigour at this university helps students develop confidence. Students are a name, not a number. The interdisciplinary approach helps students discover their passion. Hands-on learning opportunities help them develop their strengths. Encouragement and advice from professors help them define their futures.
Faculty and Staff A Purpose Faculty and staff ensure that students are both supported and academically challenged. Faculty bring current research and creative output into the classroom and integrate theory with practice. Staff and faculty are approachable, and we have a sense of community here.
Potential Students An Opportunity In a myriad of options, the U of L offers a sense of community in an academically stimulating environment. Students receive superior program grounding that will help them find careers, go to graduate school or enter a professional program.
Community Shared Values The university promotes learning and development that go beyond the campus. Its research activities benefit the community and draw global recognition. Its student body brings energy and youth to the city. As an employer, it helps support the economy and draws both local and international employees.
Alumni A Partnership U of L graduates have been part of a community that has supported them and encouraged them to become life-long learners. They have a solid academic foundation on which to succeed, and enduring personal connections that can help them grow.
Brand Owner A Legacy This place is unique. It’s a small but comprehensive university. It has a truly interdisciplinary approach. It delivers both superior research and superior teaching. More than that, it has a culture of support – a place where you can take risks and be recognized for unique achievements. Everyone at this university contributes to its success.