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What a Positioning Statement Is and Does

A positioning statement describes what makes us unique and relevant to our audiences. Our position is:

  • Compelling
  • Differentiating
  • Believable
  • Deliverable
  • Sustainable

What it Does

Our brand position is our most important strategic brand asset. If we don’t have that, we don’t have an effective brand strategy. For positioning, the question is not only “who are we” but also “how are we different from our peers?”

What it Doesn’t Do

A positioning statement is not a tagline and should not be used as one. Rather, it is a resource for use by staff who are crafting messages for external audiences.

Campus Positioning Statement

Equipping students, through a commitment to academic excellence and spiritual vitality, for a lifetime of learning, leadership and service to the professions, society, the family and the Church.

  • We remain committed to academic excellence and spiritual vitality.
  • We are a globally engaging culture.
  • We are a supportive community that prepares students with a lifestyle for a lifetime.