Our Brand Promise

A “brand promise” is not a tagline. It should never be used as ad copy. Rather, a brand promise is an internal mantra, or reminder, of the University of Michigan-Flint’s most fundamental pledge—or promise—to our most important audience: students.

The attributes that comprise the brand promise set UM-Flint apart from our competition in ways that our target audience finds appealing. Being all things to all people can dilute an institution’s identity to such a degree that it becomes unrecognizable; it becomes “like every other school.” 

By adhering to our brand promise in every contact and communication, we can be confident that we are always putting the university’s best foot forward. We are sure to match our message about what the University of Michigan-Flint does best with what the best students desire most. 

UM-Flint’s brand promise is:

The University of Michigan-Flint is the premier urban center for learning, research, and civic engagement.

This statement is as relevant now as it was in 2008, and forms the basis of the MORE Campaign. 

Our Brand

Guided by the new research results, new verbatim testimonials from various UM-Flint constituencies (including U-M Ann Arbor), and ongoing input from UM-Flint's Office of University Relations, a strong, flexible, and uniquely UM-Flint messaging framework rose to the surface. 

At the University of Michigan-Flint, we share your high expectations. Our faculty work hard every day to engage deeply with students in hands-on learning in our classrooms, in our community, and around the globe. Bring your life experience to UM-Flint and we'll bring you the power of the University of Michigan. Expect more. Engage more. Experience more. Why settle for anything less than UM-Flint? 

That research-rooted language was then boiled down to its essence: