Personality Attributes

The tone we use to communicate.

UB, like an individual, has a personality with defined traits. When you craft content with these traits in mind, and draw guidance from our messaging map, you will embed the UB brand voice in our communications. Each of our brand’s personality traits is a deliberate choice, informed by the same extensive research that led to our positioning and attributes.

The language used here to describe these six traits is less a dictionary definition and more an expression of how these ideas color the tone of our communications and guide our brand voice.

Think of the messaging map as what we say, and the personality traits as how we say it.

UB’s brand personality is authentically ...

  • Pragmatic, focused, innovative and resourceful—a community of real-world thinkers and doers
  • Tenacious, always persevering
  • Inclusive, open, welcoming and engaging—working together for success
  • Ambitious, big thinking, optimistic and future-focused

But aspirationally, it will push to feel more …

  • Proud, rallying around our momentum, achievements and impact
  • Dynamic, enhancing excellence, boldly on the move

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