Get to Know the UMKC Brand

The brand's nature, vital message and characteristics help define what UMKC is. These tools are used as a reference - guide points, really - in the creation of University materials and to measure the success of the communication and the portrayal of UMKC's brand in the minds of its audience members, from prospective students to prospective donors.

For a brief presentation on why and how branding works, select the PDF presentation "Intro To Brand."

The Goal: Brand Presence (Reputation)
Think of brand presence equal to brand reputation. Often, it's referred to as "brand equity," as the power of the brand name grows over time. It's the ability of a name like UMKC to evoke a certain value in the minds of customers for the services and opportunities it provides. Brand "equity" happens when the brand name has created a high value to its intended audiences ... and a distinct position among competitors.

Just like a personal reputation, a brand reputation must match reality. The brand nature desired is the place where benefits meet customer expectations.  And while authenticity is key, so is communicating the brand consistently across all communications.

The Brand's Nature
(A summation of UMKC's benefits; the emotions generated by the brand positioning)

UMKC is a big-time University; a trusted partner providing opportunity to every generation.

The Vital Message
(The most important thing to communicate about UMKC; what you want people to remember)

Parents, students, citizens, donors and friends - those whose influence helps UMKC succeed - are enriched through their association with UMKC. There is a distinct, interactive connection between Kansas City and the major university located within its borders.

Brand Characteristics
Persuasive, inviting, optimistic, aspirational and reflective of diversity.

UMKC Descriptive Text
The University of Missouri-Kansas City (UMKC), one of four University of Missouri campuses, is a public university serving more than 14,000 undergraduate, graduate and professional students. UMKC engages with the community and economy based on a three-part mission: visual and performing arts, the life and health sciences, and urban affairs.

UMKC Brand Standards Guide
Management of the UMKC Brand
Updated: June 1, 2006

This document is  subject to periodic revision. Check www.umkc.edu/brand for the most recent version.