Higher education has become a highly competitive industry. UT is challenged to recruit and retain the best and brightest students, faculty, and staff. It must build and maintain widespread public and legislative support and create and keep a loyalty and close connection with alumni and donors.
The university must create a consistent, powerful identity that provides us with a competitive advantage. Our brand must speak to who we are and the qualities that set us apart. As we set forth on the largest comprehensive fundraising campaign in the university’s history, this effort is more important than ever and vital to our continued success.
A brand is not simply our name. Rather, it is what our name brings to mind and what people associate with it.
Despite the complex nature of our statewide organization, our brand identity must be simple. Our goal is to create a plan that allows all parts of our organization to be linked, but distinct.
In this approach, we will share collectively in the power of the brand and our distinctive communications efforts will therefore build the power of the brand.
What we hope to accomplish
Through our efforts we will strive to:
- Define and communicate a clear, compelling identity in an increasingly competitive environment
- Create an effective brand that makes a positive first impression, that is easily and lastingly remembered and that builds on current positive perceptions
- Increase support from the State of Tennessee, donors and foundations
- Enhance recognition and credibility with the constituencies we serve in Tennessee, around the nation and world
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Create a clear link from UT to Tennessee’s promising future
Source: Future
