What is a brand?
In a marketing context, a brand is how people perceive your product, service or organization. It’s what people think of you. How they feel about you. And why they support you.
Vital, impactful brands are built on truth and continuity. They are what they say they are. And they are united in how they say it, so you never confuse them with competing brands. That’s why so much emphasis is put on conformity of brand language and look, and why all brands have guidelines like this one.
The UCLA Health brand
UCLA Health has many different audiences: patients and their families, physicians, healthcare providers, staff, students, alumni, public servants and the community in Los Angeles, in California, and around the world. Our brand is what these audiences think, feel and respond to when they see or hear the name UCLA Health.
Because UCLA Health is connected to an outstanding university, our identity is enhanced by the growth of the UCLA university brand.
We have the opportunity and responsibility to shape perceptions of UCLA Health by the consistency and clarity of our communications.
Mission and vision
Our mission is to deliver leading-edge patient care, research, and education.
Our vision is to heal humankind, one patient at a time, by improving health, alleviating suffering and delivering acts of kindness. Advancing health through the power of discovery and collaborations.
Brand positioning
To inform people who demand the most active role in their healthcare, UCLA Health is the health resource that gives you the confidence that you’ve found the best partnership for getting and staying healthy.
Brand Pillars
Clinical care
Teaching
Research/discovery
Community engagement
Brand personality
The brand personality is as important as the brand promise. It helps communicate the brand’s values and it informs the brand’s tone of voice. Brand personality is what people choose to identify with in order to determine if they like and relate to a brand.
Compassionate
Understanding
Committed
Innovative
Inspiring
Engaging
A collaborative expert
Research and science driven
Visionary
Fact Sheets
About UCLA Health
Link to webpage | Download Brochure PDF | Download Fact Sheet PDF
About Ronald Reagan UCLA Medical Center
Link to webpage | Download PDF | Download Tour Talking Points PDF
About UCLA Santa Monica Medical Center
Link to webpage | Download PDF | Download Tour Talking Points PDF
About UCLA Mattel Children’s Hospital
Link to webpage | Download PDF
About Resnick Neuropsychiatric Hospital at UCLA
Link to webpage | Download PDF
Brand Signature
A brand signature is typically the combination of the logo and tagline. A tagline is often used to lend support to the logo and offer greater insight into the brand promise.
The tagline for UCLA Health is “it begins with U.”
The brand signature often appears as part of the masthead of UCLA Health publications.
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