Brand Voice
By defining our brand personality, we influence how the world perceives us. We anchor into the truest parts of our university, using them as a launching pad for the stories we tell and the perspectives we write from.
Explore
Voice Traits
Primary Voice Traits
Applicable across all segments of the university and for all audiences.
As a land, sea, and space grant designee, we’re responsible for caring for our planet. We hold our place in the state of Maine dear by leaning into stewardship.
Example:
Welcome to the University of Maine, where our recreation areas are our research fields. Where forests meet mountains and sea meets sky.
Stewarding the wildness, beauty, and natural resources of our world through internationally recognized research isn’t just our passion – it’s our mission.
Join our professors as they study ice caps in Alaska, confront climate change, promote sustainable practices, and implement research-driven solutions. Pursue blue horizons at the University of Maine.
Mainers are uniquely grounded, steadfast, and truthful individuals. We demonstrate our allegiance to this highly-valued aspect of Maine’s culture and identity while showing our connection to the natural world.
Example:
Put down roots and thrive in a place that’s nurtured the dreams of world changers for more than 150 years.
As a Black Bear, your road will intertwine with others. Experience a campus where personal missions become joint causes. Be mentored by professors whose belief in you today will jumpstart your career tomorrow.
At the University of Maine, our authenticity is a promise.
We’re the state’s flagship public university, and we’re driven by helping our neighbors. We exist first and foremost for Maine and we’ll do everything we can to help our community thrive. This message of commitment will resonate with our past, current, and future students.
Example:
Dirigo. I lead.
The word that’s defined Maine since its founding in 1820. As the flagship public institution, it defines us too. The University of Maine is proud to lead by example as we serve each other, our communities and our natural environment.
We’re by Maine and for Maine with roots that run deep, and we’re committed to leading the way for its protection, its evolution, and its thriving.
Secondary Voice Traits
Applicable to segmented audiences.
How to use our brand personality:
Notice the distinct ties back to our positioning statement: We are a land-grant institution dedicated to stewarding the natural resources of our state, in collaboration with each other, because we’re determined to create a bright future.
Write accordingly.
Black Bears are a down-to-earth community dedicated to learning and collaborative research in service to people and planet.
Brand Promise
Our commitment to our stakeholders must be core to the institution and simple to remember. Our brand promise sets the table for everyone who chooses to engage with UMaine and answers these two vital questions:
What can they expect from us?
What value will we bring to their lives?
Distilling our Brand Narrative to its essence reveals our Brand Promise:
Be welcomed in a place of ingenuity and exploration for Maine and beyond.
How to use our Brand Promise:
As a condensed version of our Brand Narrative, we intend for this Promise to be used often in all forms of communication. It should be top of mind for students, faculty and staff as they navigate their experience at UMaine.
In your communication, affirm our Brand Promise through real stories of impact in our community and the lives of our students. Articulate the world-changing research that’s happening on our campus and the unwavering commitment we bring toward creating a brighter and more sustainable future.
Brand Narrative
Here is the story of the University of Maine. It encompasses our history, values, mission, and personality, and it’s crafted to resonate with our audiences on an emotional level.
Think of this narrative as the cohesive thread that ties together all aspects of our communication efforts.
Welcome to a place of ingenuity. A place of exploration.
Where we see what’s next. Build it together. Steward what’s entrusted to us.
Where we face the wind and walk forward.
At the University of Maine, challenges are the gateway to progress.
Not hurdles but stepping stones.
We’re instigators of breakthroughs, always in pursuit of new opportunities.
Challenges will persist, but so will our resolve.
We see blue on the horizon,
And together, we chart the way forward.
For the farmers, the fishermen, the foresters.
For people and planet.
For Maine and beyond.
How to use our Brand Narrative:
In all likelihood, you won’t use this narrative often. It will serve as the script for videos and it will live on a dedicated page on our website. You’ll see it in admissions materials and other assets the university produces with the aim of building loyalty and affinity to UMaine. It should not be altered, though you can borrow individual phrases for your own communication efforts.
Brand Language
We capture the heartbeat of the University of Maine when we use words that reflect our brand identity.
Please utilize this language in your content, emails, newsletters, and presentations — both internally and externally. This shared language will help us define and refine UMaine to each other and the future students, donors, and partners who will join our mission of education, research, and stewardship as we pursue a vibrant tomorrow for Maine and beyond.
Key Words
Key phrases