For all the people we serve, we want the positioning of UNMC—verbalized in the word vitality—to drive all expressions of the UNMC brand. When we present ourselves to people here in Nebraska, across the region, and around the world, we want to work collectively to have everyone know that the University of Nebraska Medical Center is a place that is:
- synonymous with vigorous good health and strength;
- alive with possibility and discovery;
- thriving and moving forward; and essential to the well-being of Nebraska.
Vitality is an emotional truth that resonates with all those who know UNMC. It is a product of our multidisciplinary outlook, and speaks to our assertiveness and focused commitment, without being seen as aggressive.
Vitality is not a tagline. It is not intended to be used in communications vehicles. Rather, communications should be infused with the sense of urgency, energy, confidence, and determination associated with vitality.
Vitality is also just the first of many impressions we will combine to deliver to audiences. It does not encompass everything there is to know about UNMC; it simply serves to frame the first impression for each of our audiences as they come to learn about UNMC.
Statement of Our Brand Values (from the Brand Platform)
Our brand values are aligned with our vision and help to describe what the people of UNMC believe in and why they work here.
- Commitment to excellence
- Working together
- A trusted resource
Expressions of Our Brand Values—What We Will and Won’t Say about Ourselves
The expressions of our brand values are presented to inspire us to think about how we should work to bring the values to life here at UNMC.
Leadership: Expressions need to reflect a position of strength, quality, and confidence—but not arrogance.
Commitment to excellence: Expressions should work to reinforce the association between “Nebraska” and “excellence.” Excellence, as Nebraskans define it, involves disciplined hard work, tough challenges, compassion, and a better quality of life—without approaching extravagance.
Working together: Expressions need to emphasize the dynamic quality of our work together; we view collaboration as an energizing, productive opportunity—not a chore.
A trusted resource: Expressions should accentuate the breadth, depth, and connectedness of UNMC’s strengths. Any academic health center can claim to be a trusted resource; in UNMC’s case, we are trusted by Nebraskans, and we are a resource for Nebraska first and foremost.
Créé lundi 11 June 2012 11:22
Modifié le vendredi 31 December 1999 00:00
Taille 5.13 Mb
Créé par gsanxi