CINXE.COM

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Brand Identity</a></li> </ul> </div> </div> <div id="content" class="lab-title-group"> <div class="lab-title"><a href="/identity">Brand Identity</a></div> <div class="subtitle"><span>School of Pharmacy brand identity supporting the UCSF brand identity</span></div> </div> </div>  <div id="main" class="clearfix" role="main"> <div> <div id="content-inner" class="inner column center"> <div id="content-header"> <div class="tabs"></div> </div>  <div id="content-area" class="clearfix"> <h1>Positioning and Messaging Guide: Overview</h1> <div class="region region-content"> <div id="block-system-main" class="block block-system"> <div class="content"> <div id="node-12561" class="node node-page clearfix" about="/identity/guide/overview" typeof="sioc:Item foaf:Document"> <div class="content"> <div class="field field-name-body field-type-text-with-summary field-label-hidden"><div class="field-items"><div class="field-item even" property="content:encoded"><h2>Jump below to</h2> <ul> <li><a href="#who">Who should use these guidelines?</a></li> <li><a href="#do">What will this help the School of Pharmacy do?</a></li> <li><a href="#used">How should this be used?</a></li> <li><a href="#developed">How were these developed?</a></li> <li><a href="#opportunities">Communication opportunities</a></li> </ul> <h2><a id="who" name="who"></a>Who should use these guidelines?</h2> <p>Communicators who speak on behalf of the UCSF School of Pharmacy.</p> <h2><a id="do" name="do"></a>What will this help the School of Pharmacy do?</h2> <p>We all want our contributions to be part of a compelling, forward-thinking, and unified story of the School.</p> <p>The differentiators, driving forces, positioning narrative, and key messaging points described here provide our audiences with compelling reasons to believe in the School, now and in the future.</p> <h2><a id="used" name="used"></a>How should this be used?</h2> <p><strong>To clarify:</strong> Our unique qualities, advantages, and capabilities.</p> <p><strong>To ensure:</strong> Key thoughts are present and cohesive across communications.</p> <p><strong>To inspire:</strong> Effective messaging by individual communicators.</p> <p><strong>To encourage:</strong> Internal and external advocates for the School and our programs.</p> <h2><a id="developed" name="developed"></a>How were these developed?</h2> <p>These guidelines reflect a broad range of input from our School faculty and leadership; our students, staff, donors, and alumni; campus leadership; and peer institutions.</p> <h2><a id="opportunities" name="opportunities"></a>Communication opportunities</h2> <p>Given our leadership position, advances in science, and the new dynamics of health care, we should all be aware of important opportunities to influence how we are known and what people can expect of us.</p> <p>Four opportunities express our motivation for developing and communicating a fresh, forward-looking, and consistent story on behalf of our School and its programs.</p> <ol> <li>To inspire a <strong>clear and exciting perception</strong> of the full scope of the School’s agenda, success, and impact.</li> <li>To communicate the <strong>boldness, future orientation, and public-mindedness</strong> of a UCSF School of Pharmacy scientist, clinician, or educator.</li> <li>To demonstrate how the School <strong>combines its strengths</strong> in science, education, patient care, and public mission with the strengths of the UCSF environment.</li> <li>To <strong>focus on the unique strengths</strong> of the PharmD curriculum and the leadership of its graduates across traditional and nontraditional fields.</li> </ol> <p class="goto">Next: <a href="/identity/guide/ucsf">UCSF</a></p></div></div></div> </div> </div> </div> </div> </div> </div> <div id="sidebar-first"> <div class="region region-sidebar-first"> <div id="block-domain-menu-block-main-menu" class="block block-domain-menu-block"> <div class="content"> <div class="skip primary"> <a 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