University of Illinois at Urbana-Champaign

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Positioning Statement

What a Positioning Statement Is and Does

A positioning statement describes what makes us unique and relevant to our audiences. Our position is:

  • Singular
  • Compelling
  • Differentiating
  • Believable
  • Deliverable
  • Sustainable

What It Does

Our brand position is our most important strategic brand asset. If we don't have that, we don't have an effective brand strategy. For positioning, the question is not only "who are we" but also "how are we different from our peers?"

What it Doesn't Do

A positioning statement is not a tagline and should not be used as one. Rather, it is a resource for use by internal staff who are crafting messages for external audiences.

Campus Positioning Statement

Illinois is the new Midwestern university.

The new Midwest is both a place and a sensibility, rooted in tradition, mindful of social responsibility, practical, smart, surprising and bold.

  • We are approachable, collaborative and visionary
  • We are passionate, hardworking scholars quietly changing the world
  • We are a loyal, lifelong family whose potential and expectations are high

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