Campus Branding Committee Chair - Joel Lonergan - lonergj@uah.edu

The Mission

The mission of any branding plan is to develop a framework that defines and communicates UAHuntsville’s personality, image, core strengths and characteristics. The impression that we make and the words people use to describe UAHuntsville to others create the foundation of our brand. By adopting a brand strategy throughout this institution we will increase our credibility, begin to influence our market, and motivate our customers and clients to seek our educational and research products. With total implementation, UAHuntsville will be viewed as a leader among our competitors and peer institutions.

Vision Statement

The Strategic Brand Strategy will define and present the UAHuntsville marketing image by establishing a single identity throughout the campus. The branding initiative will coordinate all the components of our marketing message in order to achieve a consistent, memorable, unified look and feel for our university, educational products and research initiatives. Simply put, branding will provide instant recognition, increased customer involvement and establish loyalty to this institution.

UAHuntsville is:

• A research-intensive university
• Committed to rigorous scholarship
• Committed to innovative education
• Committed to technological research
• Committed to cultural growth
• Committed to entrepreneurial creativity
• Committed to enriching our global community

Guiding Principles/Brand Relevance

Strategic branding is the experiences and perceptions that live in the hearts and minds of our prospects, customers, clients, Alumni, and the world beyond.

A brand is your promise. A business's pledge to the world that it will do a series of things and do them well.

Brandweek

Strategic Goals

• Establish a clear and concise brand that separates UAHuntsville from our competitors and peer institutions.
• Communicate our brand message through all media, signage, architecture, events, and technology available to our customers and clients.
• Coordinate the look, image, and key message points in all communications tools.
• Establish customer oriented practices and procedures and consistently apply them to all facets of the university.
• Develop brand community relationships with our constituents.
• Develop a strong value statement that can work for student recruitment and research.