Our brand messaging strategy is the expression of what Marquette University stands for. It draws out our key strengths, captures our personality and communicates what we want the world to remember about us. Simply put: It’s the backbone of our brand.

What it is

• A useful resource for anyone who communicates on the university’s behalf
• Frameworks and tools created specifically for marketers and communicators
• A foundation for the ideas, stories and messages that will resonate with priority audiences
• Motivational and enduring ideas to spark external-facing messages

What it is not

• An outward expression of the brand (such as taglines or slogans)
• A collection of frameworks for external use

Following are key elements of our brand messaging strategy contained within the university brand platform. For a comprehensive guide to the Marquette Brand Creative Platform, please complete the brand creative platform request form.

We begin with brand positioning, which is how we want to be thought of in the minds of our most important audiences. It’s not how we express ourselves externally; it’s about what we want people to remember when they walk away. Essentially, our positioning defines 1) what do we do, 2) how do we do it, and 3) why does it matter.

Our brand positioning: 

Marquette University graduates are equipped to thrive and act as agents of positive change. Grounded in our Catholic, Jesuit values, we foster the formation of the heart and mind by pursuing academic excellence, cultivating intentional inquiry and maintaining a student-focused community in all we do.

Core message

As part of the brand creative platform, the university has a brand message map that serves to inspire and coordinate brand messaging. Within this message map is our core message the represents the highest-level expression of what we offer and what it means to our audiences. What we offer are our Attributes. What it means to audiences are the Benefits. 

Our core brand message is Marquette University fosters the formation of the heart and mind so our graduates are equipped to thrive and act as agents of positive change.

How we say it

Although what we say is our message, how we deliver that message is a part of our brand personality, which humanizes the brand and shapes the overall tone of communications. It also brings materials to life with greater resonance and emotional strength. As part of the brand strategy, we have identified personality words that help guide marketers, communicators, and content creators in how the Marquette voice should sound.

• Grounded: We’re rooted in our location; our Catholic, Jesuit identity; and our Ignatian values. Our communications should hold these as our foundation.
• Genuine: Our materials should embody our sincere, caring and spirited nature — along with a sense of a fun!
• Reflective: Thoughtful and informed, we are mindful of the world around us. Our tone should showcase this.
• Confident: Our materials should highlight our offerings with assurance and pride.
• Curious: The tone of our communications should highlight our desire to learn, and the inquisitive nature we bring to everything we do.
• Committed: We are supportive, engaged and invested, and the tone of our materials should reflect this.