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University Communications and Marketing

Phone: 208-885-6291

Fax: 208-885-5841


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Brand Messaging

Our Brand Position

Idaho's Premier Research University

Why have a brand position?

It’s probably the most important sentence in a marketing plan. It articulates a brand’s unique value in relation to competition and brings focus to the marketing strategy, plan and tactics. The position serves as the bedrock from which all marketing stems and everything we do should lead back to it. It is not a tagline, and it’s typically not public facing.

Examples of Other Brand Positions

  • Volvo: High-performance safety
  • Target: Style on a budget
  • Home Depot: Do-it-yourself headquarters

Our Unique Value Propositions (UVPs)

Click on a UVP icon or headline to view specific talking points in this area.

Academic Excellence

The academic excellence UVP centers on U of I’s expert faculty who are leaders and mentors. High school guidance counselors rate U of I as the best college in Idaho, and U of I shines in third-party rankings such as U.S. News & World Report and the Princeton Review.


U of I’s research enterprise is unmatched in the state in breadth and depth. Students connect to research with hands-on learning; two-thirds of undergraduates participate in research projects.


U of I’s unique social environment means undergraduates benefit from shared experiences and camaraderie in a tight, residential campus community. U of I offers more than 170 clubs and activities and 16 NCAA Division I sports. The Vandal family includes a built-in, worldwide alumni network.


Bolstered by $30 million in annual institutional aid, U of I offers an affordable experience that pays off. U of I leads among Idaho public colleges in graduation rates. Vandal graduates go on to earn good jobs and are leaders in early- and mid-career salaries.


Nestled where the rolling hills of the Palouse meet the mountains, Moscow is safe, walkable and student-centered. Consistently rated high for quality of life metrics, Moscow is far enough from home for personal growth, but close enough to home for support.


U of I’s Moscow campus is beautiful and historic, but also well-served by up-to-date facilities, including a modern Recreation Center, a completely renovated Library, new research buildings and revamped living and learning spaces across campus.

Statewide Focus

As the state’s land-grant university, U of I carries out its mission to serve Idaho with a statewide footprint that includes Extension offices in 42 of 44 counties and three reservations, three educational centers, nine research and Extension centers and four affiliated centers across the state. U of I is a key driver of economic development and community engagement.


University Communications and Marketing

Phone: 208-885-6291

Fax: 208-885-5841


Directory Location