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.
UM-Flint’s brand promise to current and future students is:
The University of Michigan-Flint is the premier urban center for learning, research, and civic engagement.
Again, every marketing message, every event, every web page, email, and brochure should live up to this promise.
The 2008 EMG Report reveals that this “promise” – this perception of UM-Flint – already exists in the minds of our most important audience. They see each element of this statement as true, positive, and unique to UM-Flint. The attributes that comprise the brand promise set us 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 this brand promise in every contact and communication, UM-Flint can be confident that we are always putting the university’s “best foot forward.” We are assured of matching what the University of Michigan-Flint does best with what the best students desire most.Brand Promise Breakdown