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.