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Brand Development Phases
Phase 1 – Research and Assessment
- The UNC Charlotte brand and marketing materials were assessed, a competitive assessment was conducted and a brand perception study was fielded.
- The study assessed current perceptions of UNC Charlotte from key audiences including prospective students and parents, current students, faculty, staff, alumni, donors as well as business/community leaders and key stakeholders through a combination of focus groups, individual interviews and electronic surveys.
- Nearly 5,000 individuals participated during this assessment which was completed in fall 2020.
Phase 2 – Testing Brand Positioning Statements
- Using the research and assessment results from Phase 1, several different positioning statements were developed to serve as the strategic foundation for developing the University’s marketing, communications and branding efforts.
- The research for these positioning statements included internal and external focus groups, individual interviews and electronic surveys, and included prospective students and parents, current students, faculty, staff, alumni, donors as well as business/community leaders and key stakeholders. Nearly 2,500 people participated.
- The university will still be officially named The University of North Carolina at Charlotte or UNC Charlotte. However, during this process, respondents were also asked about their thoughts on informal references (i.e., one to be used in conversation) for the University of North Carolina at Charlotte.
Phase 3 – Campaign Development and Creation
- This phase entails the development of UNC Charlotte’s brand platform, creative concepts and storyline, as well as creation of tools and resources for internal audiences to utilize the brand.
- Phase 3 will continue until August 18.
Phase 4 – Campaign Rollout
- The Rollout includes launching the new brand across all our audiences.
- The first rollout will be to internal audiences to inspire pride and buy-in.
- The second phase will focus on the external community.