Why Brand Positioning Matters
A brand positioning statement defines who we are, what we stand for, and how we want to be perceived — both within our community and across the world. At the University of Utah, our positioning provides a unified foundation for telling our story with clarity, consistency, and impact. It helps us differentiate ourselves in a competitive landscape, align our messaging across colleges and departments, and strengthen the emotional and intellectual connection people have with our institution. Most importantly, it ensures that every message we share reflects the U’s mission, values, and bold vision for the future.
ROOTED IN CONNECTION
The University of Utah cultivates an ethos of compassion, where people of all backgrounds and viewpoints converge to build a culture of interconnectedness, respect, and innovation. We believe in connectivity and engagement that begins with the individual, is driven by our shared purpose, and extends outward to our community, country, and world.
CLIMBING HIGHER, TOGETHER
Through entrepreneurial collaboration, we tackle today’s challenges collectively, accelerating progress, inspiring responsibility for one another, and creating a brighter tomorrow. Through service, we nurture citizens who build trust, resolve conflicts, and create impactful solutions. Together, we climb mountains, achieve our goals, and strive for new heights, unlocking the individual potential and harnessing collective power to drive meaningful, lasting change.
BEYOND THE SUMMIT
We focus on innovative solutions, channeling our energy into creating a better and healthier future for our community and exemplifying the unsurpassed societal impact higher education can have on the world. At the University of Utah, we know that the summit is not an end but a vantage point from which to see farther and climb higher.
