Developing a brand story as an institution requires defining and prioritizing the university’s messages. Our key messages are organized in a hierarchy through attribute and benefit mapping.
Attributes and benefits are organized into a hierarchy that builds to a core attribute and a core benefit. These are placed on a messaging map to show how the attributes and benefits work together, and how the core attribute and core benefit are supported by additional proof points. In this way, the map provides the foundation for brand messages that are clear, consistent and compelling.
An attribute is what we offer to our audiences. Attributes include courses, programs, facilities and initiatives.
A benefit is what our audiences get. It’s the value of the attributes that we offer, and why they matter.