When we set out to develop a brand platform for UC Berkeley, we wanted to ensure it would reflect the true stature of our institution and would hold true for all our communities. The positioning and creative platform detailed below applies equally to first generation students, faculty researchers and devoted staff members who are all “reimagining the world,” “reaching further” and “shaping the future.”
Positioning is the perception your audience has of your brand through their interactions – be they in the media, on the web, in person or through word of mouth. Remember, positioning isn’t what you think you are, it is what others think of you.
What we do:
UC Berkeley reimagines the world
How we do it:
By challenging convention
Why we do it:
To shape the future
Berkeley generates unparalleled intellectual, economic and social value. With the drive to ask critical questions and embrace new challenges, we are redefining ourselves and the role of the university in a changing world.
Our Creative Platform
The creative platform is an emotional translation of the positioning — condensing all of its important points into a phrase with personality. This is not a tagline or a headline, but a provocation to inspire the look, feel and tone of communications.
Lots of universities have “reach.” Only Berkeley has the depth of talent, diversity of skills and deep-seated drive to do things that continually change the world. We reach further. When we “reach further” than others, we must constantly reimagine what’s possible — and go beyond what anyone else has done before.
Our Key Strengths
As communicators, we must choose which stories to elevate and which ones to leave at the water cooler. The following are filters that you can use when you choose stories whose collective impact is showcasing the myriad ways in which Berkeley is “reaching further”
You can reach further with conviction. Connect your message to an unwavering belief, cause, or higher calling.
You can reach further with excellence. Share stories about individual or collective achievements that outshine anything attempted before.
You can reach further with scale. Demonstrate the impact of Berkeley’s efforts to improve the world around us or change an individual’s life in an extraordinary way.
You can reach further with diversity. Show the unique ways in which Berkeley connects disciplines, projects and people to create new paradigms that can transform the world.
These are four key strengths that differentiate Berkeley from other universities. If each communication message we develop leverages one or more of these strengths, our creative platform will come to life with depth, breadth and longevity.
Remember, “Reach Further” is not a tag line; it’s the theme to build your stories on.
Tone & Personality
While our strengths help guide content choices, our tone creates consistency in how that content is delivered. Use 2 or 3 of these tones in each communication, depending on the message content and the audience. E.g. a news article on social entrepreneurship from the Berkeley Haas School of Business may use an influential, independent and socially conscious tone, while a direct mailer to prospective students from the Office of Undergraduate Admissions may be curious and intense.