Messaging
Every interaction with the University of Northern Iowa helps shape our brand. Whether you’re writing for prospective students, alumni, donors, employees or the community, consistent messaging helps tell one UNI story.
Our brand messaging provides the foundation for how we communicate — what we say, what we emphasize and how we bring the UNI experience to life through words.
Brand Statement
Who We Are
UNI is a personal, practical university where students learn by doing — gaining the confidence and experience to succeed in their careers and lives through an education that delivers exceptional value and stays within reach.
Brand Promise
What Students Can Expect
At UNI, you’ll find a complete college experience — one that gives you greater financial flexibility, personal support and real opportunities to turn learning into action. You’ll be known by name, supported by mentors, and graduate confident and career-ready.
Our Brand Pillars — What Sets UNI Apart
Exceptional Value
An education that delivers strong return on investment through affordability, financial aid and career outcomes.
Personal Attention
A campus where students are known by faculty, advisors and classmates, and supported every step of the way.
Hands-on Learning
Learning by doing through internships, research, clinicals, field experiences and community partnerships.
Career-ready Confidence
Graduates leave prepared with the knowledge, experience and confidence to succeed.
Brand Voice
| Voice | What it Means |
|---|---|
| Personal & Encouraging | Speak directly to people in a warm, supportive and human way. |
| Practical & Clear | Use straightforward language that focuses on value, opportunity and outcomes. |
| Confident & Approachable | Celebrate UNI's strengths without exaggeration or comparisons. |
| Student-Centered & Aspirational | Focus on helping students grow, gain confidence and prepare for what's next. |
| Welcoming & Inclusive | Make everyone feel seen, respected and invited to belong. |
Writing Tips
Do
- Focus on students and their outcomes.
- Highlight learning through experience.
- Show the value of a UNI education.
- Write in clear, conversational language.
- Be authentic and specific.
Avoid
- Overly formal or academic language.
- Empty superlatives and marketing clichés.
- Leading with rankings instead of student impact.
- Talking about UNI more than the people we serve.