Reaction positive to UB’s new brand strategy

On April 12, UB did more than unveil a new identity and brand strategy. It launched a new way to tell the UB story boldly and authentically — in a way that shines a spotlight on the people who make the university exceptional and distinctive.

And that commitment to telling UB’s story evoked a powerful response. 

Within minutes, the news of UB’s identity and brand strategy started to unfold. Local media coverage quickly expanded to prominent, national publications, including The New York Times, USA Today and ESPN. Social and digital media came alive with conversation.

Local, national and global attention was turned to UB — and the reaction was overwhelmingly optimistic.

Support poured in from around the U.S. and more than 50 countries around the globe. Alumni and UB supporters from as far away as Japan and Korea said UB was making the right choice by clarifying its brand and sharing its story in a positive way.

“I am very excited about the announcement today and feel this is the best possible outcome,” said Joseph Lojacono, past president of the UB Alumni Association. “I am looking forward to the changes over time and feel this can help to galvanize the UB community in coming months.”

Visitors to UB’s website hit record numbers, and millions of people were reached through social media as the buzz trended on Facebook, Twitter and Instagram.

Many of those conversations supported the decision to return the focus of UB Athletics back to Buffalo.

“We are an ascendant university in an ascendant community,” said Allen Greene, UB’s athletic director. “The energy and leadership that is depicted in UB Athletics branding also reflects Buffalo’s spirit and resurgence. We need to be more reflective of who we collectively are: strong, powerful, timeless and tenacious. When our student-athletes are in the spotlight, they’re not just representing UB, but Buffalo and our community as a whole.”

UB Athletics is now more closely aligned with the university’s strengthened and cohesive academic identity. As a major driver of university reputation and recognition, Greene feels strongly that sharing a consistent name with the university and an increased focus on Buffalo will have a positive effect on the department’s growth and will strengthen UB’s overall reputation.

“UB has an awesome story that needs to be shared; the new brand launch will be an integral exercise to execute this narrative,” said Philip Glick, chair of the UB Faculty Senate and professer of surgery. “UB Athletics is key to this brand launch. Our teams are not just seen by fans in the local venues. With college athletics being viewed as quality content by network and cable sports networks, UB’s new brand will be seen by millions of viewers.”

Never before has UB embarked upon a strategic, university-wide approach to consistently communicate its mission and impact on the world. A year ago, the university began a journey of self-discovery, prompted by a changing higher education landscape and a need to strategically communicate its distinctive and differentiated reputation in a clear and meaningful way.

“UB has so many important audience members, including potential students, parents, employers, alumni and partners, that it is important we communicate our identity in a consistent manner, said Tom Feeley, professor in the Department of Communication and member of the president’s brand council. “UB is a comprehensive research university located on a Great Lake and 15 minutes from Canada. Its location, its uniqueness and its resolve, like the city that surrounds it, make it a special place.”

UB took an introspective “deep dive” via thousands of surveys and interviews to explore three vast questions: “Who are we?” “What do we do?” and “Why does it matter?” The answers became the building blocks for a strategy aimed at communicating UB’s distinctiveness in a relevant, consistent and authentic way. This “discovery phase” was one of the early successes of the identity and brand initiative, bringing faculty, staff, students and alumni — even prospective students and parents — into the process.

“We learned a lot about who we are as a university and the drivers of our success,” said Nancy Paton, vice president of communications. “We knew this strategy would resonate positively with the UB community because it was built on a foundation of research, guidance and input from across the university. Our engagement levels were historic.”

Rachel Teaman, assistant dean for communications in theSchool of Architecture and Planning, was part of a group that was actively involved in creating and implementing the brand strategy.

“We worked aggressively to celebrate the strengths of our program and tell our story in a way we’ve never done before,” she said. “UB’s new brand platform captures and builds on that work as a reflection of the entire university. The diversity of UB becomes its strength, now aligned under a powerful platform for storytelling that speaks to who we are as part of the whole — and why that matters to the world.”

During this process, key stakeholders shared their perceptions, tested messages and shaped a strategy that was built from the inside out. The highly collaborative effort yielded a strong positioning statement, a solid storytelling platform and messaging that resonated positively with the UB community.

“I think the branding initiative has been thoroughly researched and the final product really reflects the culture and values of this university,” said Joseph Pace, who graduated this May and was a member of the president’s brand council. “UB is an extremely diverse place with so many great things happening every day, and this new initiative will showcase what UB has to offer. I have been extremely impressed with the level of commitment and engagement from everyone who has played a role in bringing this idea to life.”

When the time came to launch the identity and brand strategy outside of the university, a positive public reaction confirmed what the research suggested — that UB has a powerful story to tell and the world is waiting to hear it.

The ultimate success of UB’s identity and brand initiative will be measured over time — in increased recruitment of the best and brightest students, faculty and staff, and increased research funding, awards and championships. 

But on April 12, success was measured in pride.

“We are who we choose to be,” said E. Bruce Pitman, dean of the College of Arts and Sciences. “With our new branding, UB chooses to lead.”

UB’s brand and identity strategy is evolutionary and will roll out over the next several years. Its successful start provides a sustainable platform for the university to begin telling its story, one that shows how UB teaches, creates and impacts the world.