Our Brand Position:
Idaho's Premier Research University
Why have a brand position?
It’s probably the most important sentence in a marketing plan. It articulates a brand’s unique value in relation to competition and brings focus to the marketing strategy, plan and tactics. The position serves as the bedrock from which all marketing stems and everything we do should lead back to it. It is not a tagline, and it’s typically not public facing.
Examples of Other Brand Positions
- Volvo: High-performance safety
- Target: Style on a budget
- Home Depot: Do-it-yourself headquarters
Our Unique Value Propositions (UVPs)
We, like all other organizations, have specific qualities that make us unique among our peers, ranging from our leading thinkers in the liberal arts, to our scientific research, to our historic ivy-clad campus. We call these qualities our “unique value propositions,” or UVPs. Consistently using our UVPs in all marketing, presentations and communications ensures we stay true to our brand position and convey the best of who we are as a university.
What Makes U of I Stand Out: Our UVPs