Voice & Brand Personality

The words we use define who we are as much as our actions. And the way we say them speaks to the heart to set us apart.

Our brand voice is timeless and cumulative, embodying the many individuals who make up our community. It’s the expression of our identity and who we are as a community. Our voice is thoughtful and thought-provoking. At times, it is creative and savvy as it radiates the confidence coming from our student body and visionary community. Similarly, it remains open to new learning and perspectives even as it boldly asks the necessary questions that lead to meaningful solutions and drive transformative change.

When using our voice to craft a particular message or appeal to a specific audience, it is useful to understand the key aspects of our character—the traits that make us who we are as a unified community and create our personality. Distilling our brand voice into our key attributes allows for clarity and consistency in our messaging as well as authentic dimensions reflective of the diversity of our community. Just remember—we are the sum of all aspects of our personality at the end of the day. As you become comfortable with the voice or if you are speaking to multiple audiences, feel free to weave aspects of all of who we are into your messaging.

Leaning into one of the distillations noted on the accompanying page can help you connect and communicate with your particular audience. When choosing a set of attributes to utilize in any message, consider the particulars of the story you’re telling, the tone you want to convey, the takeaways and feelings you want to elicit, and which of our brand traits might best resonate with your target audience.