The foundation of the UCSF brand positioning is our differentiators, our driving forces and our core principles. The attributes in these categories help us to establish emotional connections with our audiences. These attributes are consistent, enduring and predictable.
While many regard us as a leader in health, they often recognize us for only part of what we do. Few appreciate what sets us apart as a whole. The following differentiators are common to each of our endeavors, and are our larger story.
Driving forces are the unique reasons why we do what we do. Our communications will be stronger and more distinctive when these forces shape the tone and personality of what we want to say.
All that we say and do should communicate these four core principles. This will yield more cohesive communications that leverage our differentiators and harness our driving forces to create a compelling and sustainable UCSF story.
UC San Francisco is driven by the idea that when the best research, the best education and the best patient care converge, great breakthroughs are achieved. We pursue this integrated excellence with singular focus, fueled by collaboration among our top-ranked professional and graduate schools, medical center, research programs and support teams.
We work passionately to advance knowledge, yielding scientific breakthroughs that benefit life and health worldwide. We innovate health education across disciplines to develop collaborative and creative leaders. We improve the lives of patients and populations by creating and implementing urgently needed new practices, policies, therapies and cures.
We are committed to serving our diverse communities. From the heart of the dynamic bay area, we create new models for partnering with leading innovators in academia, science, technology and industry in pursuit of our public mission.
Working as one, UCSF integrates excellence with a singular focus to deliver the best possible outcomes for you and those you care about.
Resources to tell the ucsf story
The UCSF Brand Positioning Guide contains the common messaging we've adopted to tell the UCSF story. To learn more about UCSF's brand positioning, view the training deck.
In addition, the UCSF Editorial Style Guide is available to help answer some common questions when writing for campus publications or websites. University Relations is in the process of updating this style guide - please refer back to this section soon for the latest version.
UCSF is a diverse community, made up of people with many skills and talents. But throughout all that we do, there is an indisputable common bond: A core belief that our work makes a difference and that, together, we can – and will – improve the health of people here and around the world.
Our ambitions are big and they are leading us to partner in bold, new ways – to strengthen our research capabilities, deepen our educational impact, improve patient care and continually extend the reach of our service....