Based on comprehensive discovery and research, our Brand Platform reveals the key insights that establish our positioning and guide our brand strategy.


Our Brand Promise

You will learn to lead in life.


Our Brand Pillars

We exemplify a fired-up attitude

Students look to us to teach them how to do what they love — how to do it better, how to do it best. And how to make a living doing it for life. We will demonstrate a spirit of continuous self-improvement, empowerment, and action in our every endeavor. It’s why we were the first public university in the Midwest with a MakerBot Innovation Center. Because we are always looking at novel ways to better ourselves, for the betterment of society.

We lift each other up

We will be known for our student-first approach. We are a student’s family during their time here, and every new day is an opportunity to positively impact the life of a student, to inspire them — and our campus — to greatness. Because students everywhere are CMU Chippewas forever.

We set the leadership standard

The world needs leaders of every discipline. We will provide them. But we will do much more than simply prepare students for successful careers; we will also educate them to be informed and active citizens. It’s why we were the first public in Michigan to offer a Leadership minor. Because you don’t get to where you want to go by following in the footsteps of others.

We focus on real-world results

Career preparation and placement are paramount to students and parents. It’s literally why we do what we do. Successful student outcomes matter just as much to us. It’s why our Career Development Center partners with over 12,000 students a year to help them ace interviews, build their personal brands, enlarge their professional network, and make a difference, especially here in Michigan. Because we take a student’s professional goal personally.


Our Personality

  • Authentic
  • Impassioned
  • Accountable
  • Involved
  • Innovative

Our Foundation

  • A large University with a small college feel
  • Flexible delivery modes
  • A valuable education
  • Strong alumni network