Messaging structure

Branding and marketing, just like all fields, has jargon. A strategic brand platform is constructed from a variety of elements – a position, pillars, beliefs, proof points, personality and voice – so the U of I brand has them, too. But don’t let the jargon get in the way. Once you see how the pieces fit together and how they impact your communications, it will all come naturally.

When it comes to strategic content creation, the most important tools are the brand message, the brand pillars, and a set of words we call brand powers. (You’ll see what they are and how to use them in the next three sections.) Here’s the visual one of our amazing designers to show how these elements relate to one another.