Our Brand


What is a Brand Position statement?
It’s an internal document that describes the “mental space” a brand should occupy in the minds of a target audience, and is used to guide marketing communications strategies, programs and tactics.

UAA is the ultimate cross trainer for life and learning, sparking transformative personal and academic opportunities and adventures––and graduates outfitted for today––in an incomparable environment that embraces both urban and wild.


What is Brand Character?
The functional and emotional associations that are assigned to a brand by its customers and prospects.

Forward Looking

At UAA, our unique geographical location and natural resources attract students, faculty and staff with diverse backgrounds and experiences. We are challenged to think differently here: to both innovate and adapt as we leverage our environment and imagination. Our greatest successes come with ingenuity intelligently laced with relevance and practicality.

More: up-to-date, inventive, enterprising, resourceful
Less:  inept, unimaginative, lagging, passé


UAA is linked to its communities and the state through close partnerships with Alaska’s industries and influentials that create mutually beneficial outcomes. We’re a leading force in workforce development with informal, almost neighborly, associations to business, state and community leaders. These connections, and our students’ similar experiences with professors and other campus decision-makers, create well-equipped graduates who are motivated, curious––and career ready.

More: “two degrees of separation,” germane, linked, capable
Less: detached, disconnected, disinterested


At UAA, our students have a backstage pass to an Alaska way of life that encourages a take-charge attitude and abounds with opportunities for active personal involvement in research, leadership, independent thinking and the outdoors. Friendly and open access to people, prospects and possibilities empowers students to succeed knowing they can make a difference here.

More: accessible, immersed, involved
Less: passive, inaccessible, apathetic, abstract


So much at UAA is surprising and worthy of notice. Inspired by our surroundings, our ambitious faculty, students and staff explore novel ideas and practical solutions to local and global challenges. We are a leading force, making a difference in new technologies, new jobs and new hope for the future.

More: noteworthy, serious, significant, striving
Less: ordinary, inconsequential, marginal


Our UAA people, campus and surroundings are unpretentious and inclusive. A diversity of cultures and experience boosted by a generous spirit, offer gateways to learning, fun and the future through connections that flatten lines of authority. We are comfortable to be around, available and sociable.

More: real, open, authentic, approachable
Less: unreceptive, narrow-minded, aloof, remote


What is a Brand Personality?
The way a brand speaks and behaves, with assigned human characteristics to which a consumer can relate.

Contemporary, adventurous (interests), genuine, outdoorsy, versatile, academically strong.


Amazing stories being written every day.