Brand Attributes and Taglines

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Brand Attribute Messaging

Every brand has a tone, both visual and verbal. Based on research and surveys of our stakeholders, these brand attribute messages and taglines define Des Moines University — our culture, qualities and the distinctive ways we carry out DMU’s mission and values. Whatever your role is at Des Moines University, whatever department you serve, you play an essential part in making these messages true every day.

These brand attribute messages give us a common language to describe our distinctive character as a university. They empower and support us as DMU’s “brand ambassadors.” They also help inform how we interact with students, colleagues, alumni and community members. Most important, they should inspire our pride in DMU.

The DMU marketing and communications office seeks to collect, on an ongoing basis, new attributes and proof points for each brand attribute message. As you, your colleagues and students experience or observe new achievements or points of pride, please let the marketing team know so the stories can be incorporated into the proof points and keep our storytelling fresh and relevant.

By consistently producing outstanding graduates who excel in their careers, DMU maintains one of the strongest reputations in American medical and health sciences education.

DMU’s reputation is built on its legacy and consistently reaffirmed by third-party assessments. The quality of the university’s educational programs gives students an advantage when they seek internships, residencies and professional positions. DMU is on the short list of schools and even the top-choice institution for many prospective students.

Associated Attributes and Proofs

  • DMU has a nearly 100% residency match rate as a three-year average for the D.O. program and a 100% match rate for the D.P.M. program for more than 20 years. In addition, the university has achieved 100% three-year averages of the board/licensure exam pass rate for the D.O., D.P.M., D.P.T. and M.S.P.A.S. programs.
  • As of 2023, the residency placement rate for College of Podiatric Medicine and Surgery graduates has been 100% for more than 20 consecutive years. That rate for graduates of the College of Osteopathic Medicine has been 99-100% since 2017.
  • Physician assistant program graduates consistently have performed higher than the national average on the physician assistant national certifying exam.
  • DMU’s physical therapy program graduates also achieve high pass rates on the National Physical Therapy Examination (licensure exam). DMU PT graduates consistently have first-time pass rates of 98-100%.

Official Brand Taglines

A tagline is a brief phrase used to relay a brand’s value. Taglines are often placed next to an organization’s logo on official advertisements to help gain attention. They are dedicated to building brand awareness and explaining the essence of the value of the organization in a concise and classic manner.

A slogan is used to promote a specific item or service and should be used sparingly. Slogans focus on a specific marketing campaign and are typically less long-lasting than taglines. A slogan focuses on advertising, while a tagline focuses on public relations and raising awareness about the university.

The following taglines are the accepted taglines of Des Moines University and the DMU Clinic.

Des Moines University

  • Teaching Tomorrow’s Health Care Heroes
  • Still Grand
  • The Future of Health Care Is Here
  • Innovative Health Education for a Changing World
  • Excellence in Health Care Education Since 1898
  • Where Passion Meets Purpose

DMU Clinic

  • Expert Providers, Exceptional Care
  • Health Care Where You Are the Priority
  • Caring for the Whole Person
  • Your Health Care Home
  • Our Specialty Is You
  • The Difference Is All in the Expertise
  • For digital use only: You’re a Click Away From Feeling Better
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