What’s the difference between a place of mind and Place and Promise: The UBC Plan? They are closely aligned but they have different purposes in advancing UBC as a Tier One university.
- A brand is the emotional essence of an organization; it’s what sets it apart from others organizations.
- A strategic plan is an operational roadmap that sets goals, actions, and evaluations for the organization.
The UBC Brand requires internal understanding and commitment, although its audiences are mainly external. The brand helps external audiences engage with UBC by differentiating us positively from comparable institutions.
Place and Promise: The UBC Plan marshals university talent and resources to accomplish our mission in the most effective manner possible.
Think of the UBC Brand as encapsulating the unique combination of qualities that allow UBC to do what it does so well. The brand is the why. Place and Promise: The UBC Plan provides the what and how.
How can the two work together?
The nine commitments outlined in Place and Promise are a tremendous guide to sourcing stories that exemplify the brand attributes. The commitments are the major initiatives on which UBC will focus in the foreseeable future.
For example, sustainability is one of the nine commitments. So if you want to communicate advances in sustainability, for example, look for stories that speak to how the sense of openness at UBC has been a contributing factor to our people providing global leadership in this field. Commitments from the university’s strategic plan:
- Student learning
- Research excellence
- Community engagement
- Aboriginal engagement
- Alumni engagement
- Intercultural understanding
- International engagement
- Outstanding work environment
For more information on UBC’s vision, commitments and strategic plans, see Place and Promise: The UBC Plan.