PLATFORM

Make It Here

The brand platform for the McCombs School of Business is “Make It Here”. This phrase is not a tagline but rather encapsulates the essence of the institution. The platform is the North Star that all communication should ladder up to.

SUPPORT PILLARS

Human Centered   |   Ideas Launched   |   Individual Intersected   |   Future Focused

The brand platform is influenced and formed by the support pillars that provide the framing through which we can understand the essential truth. While “Make it Here.” is our rallying cry, our brand pillars are our core beliefs that define who we are and how we think and speak. They’re a distillation of values to identify what truly drives us and makes us unique. All of our messaging should reflect these values, and we encourage all new messaging to be reviewed against these pillars as a litmus test for brand consistency.

TONE WORDS

Progressive   |   Dynamic   |   Down-to-Earth   |   Enterprising   |   Optimistic

Tone words inform our brand voice and may be dialed up or down depending on the context of the messaging. Taken together, the platform, supporting pillars, and tone words provide the road map for constructing the McCombs School of Business brand.

RATIONALE

Our brand rationale defines who we are as an institution. The more familiar you are with the rationale, the easier it will be to create truthful and compelling messages for the brand.

“In the state of Texas, in the city of Austin, we do things a little differently. We’re a bolder kind of business school – unafraid to stray from the traveled path. When the world looks for changemakers, we raise our hands. And when the business needs something different, we raise the bar. We invite the commotion, the collaboration, the push for better thinking. We don’t follow the lead; we lead the charge for change. So if you’re looking to blaze the world’s next path, make your way here. Because what starts here changes the world. Make moves from the ground floor to the head of the boardroom. Make something new. Make something bigger. Make room for everyone to have a seat at the table. If you want the business world to change, we’ll greet you with open arms and three simple words: MAKE IT HERE.”