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Indiana University
IU Brand

Using content to support the IU brand

At Indiana University, every piece of content we create should be in service of our goals, and should “feel” like us. Whether you’re building a new website, writing an email, crafting social media posts, or updating a landing page, aligning content strategy with the IU brand ensures your work contributes to a consistent, distinctive digital presence for the entire university.

Why alignment matters

Our audiences—students, faculty, staff, alumni, and partners—encounter IU through millions of touchpoints. Consistency across those experiences builds trust, strengthens recognition, and reinforces our core values. When strategy and brand are aligned, we tell a cohesive story that connects with our users and supports the university’s mission.

Strategy + brand = purposeful content

Think of content strategy as the plan that guides what content you create, how you structure it, and why it exists. The brand is the promise we make and the story we share through that content. Aligning the two means:

  • Creating content with clear goals that meet user needs.
  • Communicating in a voice that reflects IU’s brand values.
  • Designing user experiences that are intuitive and focused.
  • Ensuring all content supports the broader goals of the university.

How do I know if I’m on brand?

Compliance is about coherence, not sameness or uniformity. It can be creative and distinctive, but it must still sound like IU and reinforce our shared identity. ​

Individual taste is subjective, but brand alignment isn’t. All content must meet these standards—simultaneously: ​

  • Aligns strategically with IU’s mission, priorities, and brand pillars ​
  • Reflects our editorial standards—clarity, accuracy, tone, and IU style​
  • Conveys IU’s brand voice—confident, inclusive, purposeful, and human​
  • Passes governance review through either checklist verification or editorial approval ​

By aligning strategy and brand, you’re not just building better content—you’re helping IU tell a stronger, more unified story, and you’re strengthening your own unit’s presence by building in the recognition and credibility that IU’s brand brings.

Related tools

  • The Content Playbook

    Tools and ”plays” to help you create IU-branded content.

  • Content 101

    Better understand your audiences’ needs, preferences, and behaviors to tailor content effectively.