Brand 101

Why brand matters

What comes to mind when you think about JU? Students engaged in discussion in a classroom? The avenues of oak trees? Medical students in an innovative high-tech lab? The thrill of a basketball game in Historic Swisher Gymnasium? Everyone has a different idea of who and what JU is. Together, these ideas make up our brand.

Our brand is our reputation. It's where we've been, what we're doing, and everything we aspire to do in the future. It embodies our values and identity as seen by our students, alumni, faculty and staff, community partners, friends, and the general public.

So why should this matter to you?

Because, when we present our brand consistently, we can positively influence how people think and feel about JU. We can extend our reach and strength our impact.

We do that by using consistent messaging, voice, and visuals, which we've strategically developed for the purposes of telling one clear, cohesive story about JU.

We're thrilled to have your help in telling JU's story, because, whether you've realized it or not, you're already a brand ambassador. Everything you say and do on behalf of JU shapes the University brand. Thank you for your commitment to representing JU well!

 

Our value proposition

The unique brand of Jacksonville University was designed to be versatile as we continue to improve in public perception, expand our reach, and grow as a university. As such, it is imperative that all Jacksonville University content and media is presented in a consistent and professional manner.

All content distributed by Jacksonville University needs to illustrate one or more of the following:

• Jacksonville University provides excellence in education.
• Jacksonville University is a legitimate, established, credible institution.
• Jacksonville University combines the advantages of a liberal arts education with the academic programs and resources that prepare students for successful professional careers.
• Jacksonville University is a good value and provides high return on investment (ROI).
• Jacksonville University has a beautiful campus.
• Jacksonville University is experiencing an unprecedented revitalization. There has never been a better time to be associated with the University.

These attributes represent our value proposition—what we want to be known for and what distinguishes Jacksonville University from our competitors. As such, all of our communications must be consistent and serve to support these ideas.