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One University,One Brand

UMass Lowell has risen on the strength of a commitment to one university, one brand. By collecting our many strengths under one banner, we build long-term value and recognition for every stakeholder.

How do we define UMass Lowell’s brand? Our brand embodies our unique attributes, our personality, our ethos. It’s who we are as a community. Our brand is how people feel about us and connect with us. That in turn shapes our reputation in Lowell, throughout New England and around the world.

Our brand strategy is our roadmap for driving UMass Lowell forward in the higher education marketplace.

It’s the foundation for communicating our ideas, our stories and our messages to our key audiences.
It guides how we convey UMass Lowell’s unique narrative and how we communicate what sets us apart.
It helps position UMass Lowell for a future of limitless possibilities.
It’s a useful set of frameworks and resources for anyone who communicates on the university’s behalf, so it’s tailored for marketers and communicators.
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Audiences

Segmenting key audiences to allow for targeted messaging

Positioning

How we set UMass Lowell apart

Messaging

Value Proposition: A concise articulation of the unique benefits of our brand and the messaging to support it

Personality

The traits that guide our voice and tone