Messaging & Writing

The following elements create the foundation for our brand and serve as the framework to share our story and deepen our connection with each of our distinct audiences. 

Brand Pillars

Our brand pillars are the building blocks that define who we are. Representing the values and attributes that make UND special, they support our brand promise and tell our story. 

North Dakota

We take great pride in our history, community, work ethic and resiliency. These are the values we share with North Dakota. Once a part of UND, always a part of UND. 

Doers

We meet adversity head-on, roll up our sleeves and get the job done. We lead not by telling, but by doing. 

Ready

We equip our students with a skill set to lead in life. Our hands-on, professional education is supported and strengthened by the liberal arts to develop disciplined, collaborative and dynamic leaders. 

Impact

We believe in action and tangible outcomes. Our groundbreaking research, economic impact and the great successes of our alumni are a testament to our belief that results matter. 

Brand Promise

A brand promise is a statement or tagline that embodies the essence of who we are and what we represent. Built from our brand pillars, the University of North Dakota brand promise, LEADERS IN ACTION, is the foundation from where we present our story to the world.  

Our external brand promise pairs the aspirational LEADERS with the functional and purposeful IN ACTION to showcase UND’s commitment to developing future professionals through the liberal arts, impactful research and an active, hands-on curriculum. 

Leaders

Represents a UND student’s journey to become a well-rounded contributor for the community, their family and profession.  

Action

Represents a UND student’s commitment to hard work, achievement and making a positive impact. 

Messaging

The ability to express our unified story is imperative to our brand and what we represent. It strengthens our reputation and our image. Our brand presents a unified message that:  

• Forms one distinct UND brand that reflects the community and brings everyone together.  
• Defines what UND stands for and represents.  
• Deepens engagement with UND stakeholders.  
• Increases enrollment. 

We build the full messaging program by telling distinct stories from across our schools, colleges, departments, programs and units. We connect these stories to the brand promise by marrying aspirational goals, rooted in a liberal arts education, with tangible outcomes. Tangible outcomes include statistics (e.g., scholarships, average salaries, notable rankings), opportunities of interest for the audience (e.g., student life, study abroad, research, state impact, professional outcomes) or student and alumni success stories. 

Download the complete Brand Book for statements and proof points you can use to convey the UND brand to a variety of audiences.