Brand Messaging

The world of higher education is as competitive as any business or industry. The University of Texas at Austin is vying for top faculty, top students, donor dollars and public support. To continue to be successful, it needs a consistent, powerful brand that clearly communicates the university’s distinctive qualities and strengths. By creating a common understanding of the brand among staff, faculty, students and the people of Texas and the nation, we reinforce the great value the university brings to the world.

Our core brand messaging is based around three components:

• our What Starts Here Changes the World motto,
• our positioning statement and
• our four supporting messages.

These elements help frame the work of the university. They remind our constituencies, who may not regularly engage with the university, why the university is an important and relevant part of their lives. Through the consistent use of these messages, the university will make it more likely that our constituencies will understand and support our mission.

Feel free to incorporate these key messages into any or all written materials that are disseminated by or about the university ­ reports, presentations, brochures, etc. When using the positioning statement and key messages, you do not need to present them word for word. They can be used as a foundation for framing your content.

Our Motto

“What Starts Here Changes The World”

Indeed, this is our moment. The University of Texas at Austin can and should be known as the best public university in the nation. And, it can be the university that is leading the way for the nation and the world.

Positioning Statement

The University of Texas at Austin, a global community united in creating a new vision of leadership in higher education for the next generation of leaders, will have more impact on changing the world than any institution of its kind.  With a depth and diversity of assets unmatched by other universities, it drives economic, social and cultural progress as one of the world's most powerful centers of learning, research and creativity.

Supporting messages provide focus and framework:

1. Leading for Change
   The university will define what it means to be the leading public research university in the nation by setting a new national agenda on higher education and addressing key issues facing the world.

   When communicating the idea of leading for change, ask yourself the following questions:
   – How can you show you are the best?
   – How are you re-inventing, setting a new agenda, changing the game?
    

2. Engaging in a Common Purpose
   The university's enduring leadership and impact are grounded in its ability to unify, collaborate and build partnerships, internally and externally, and to instill a commitment among alumni, faculty, students and staff to work together to make this shared vision a reality.

   When communicating the idea of common purpose, ask yourself the following questions:
   –How are you building lifelong relationships with key constituents?
   –How are you working across boundaries, disciplines, departments to solve complex problems?
   –How are you working in a unified way toward the common goal of being the best?
    

3. Focusing on Creativity and Critical Thinking
   The university's culture of innovation and its position as the hub of the leading creative community of Austin drive a focus on new ideas and approaches to address complex economic, social and cultural issues across Texas, the nation and the world.

   When communicating the idea of creativity and critical thinking, ask yourself the following questions:
   –How are you approaching and solving current problems and issues in a creative and innovative way?
   –How are you exemplifying a spirit of innovation in your programs, activities and outreach?
    

4. Making the Greatest Impact
   Through its community, its creative culture, its unmatched scope and scale, the university is having and will continue to have a greater impact than any institution of its kind on issues, people and events that are changing the world.

   When communicating the idea of the greatest impact, ask yourself the following questions:
   –How are you improving lives around the world?
   –How are you advancing knowledge?
   –How are you affecting economic growth and prosperity?