We are currently renewing our visual image and the UEF brand. The objective of this process is to enhance our attractiveness, competitiveness and people’s awareness of us. The competition for the best students and staff is getting tighter, and we need a strong brand also in order to be able to recruit internationally. We want to stand out in this competition by being a university that is academic with a laid-back twist, and where modern expertise and curiosity for new things meet a lively and human-oriented atmosphere.
The reputation and brand of universities is a sum of many things, the most important ones being the quality and content of research and education. However, universities aren’t exactly the best examples of branding, since they cannot be readily distinguished from one another on the basis of their brands. Thanks to the preparation of our new strategy, we now have an increasingly clear picture of our strengths, and we need a new brand to communicate these strengths both internally and externally – to create a strong UEF identity. State-of-the-Smart is a message telling that the UEF has something to give and something to say, that we take unique perspectives to things and, most importantly, that we know what we’re doing.
Sound familiar? I should hope so, because none of this will become alive until the entire academic community – all staff members and students – recognise the brand and feel like it’s their own. A brand is not created through speeches and blog posts; it’s created through our everyday work and activities. Appreciation for our own work, respect for the work of others, and nice and decent behaviour create a community we can genuinely be proud of. And that’s when it’s easy to tell about it to others, too.