Office of Strategic Marketing & Branding

The Brand Messaging section demonstrates how campus communicators will contribute to the brand through strong content.

Establishing brand messaging involves paying attention to both what we say and how we say it. In this section you’ll learn how to tap into the power of the university-wide brand while tailoring messaging to speak to your unit’s strengths and audiences.


  1. The brand structure

  2. The brand message: The Power of I

    • What it means
    • How to use it
    • Style guidelines
  3. Brand pillars overview

  4. Brand powers

    • The 7 I-words and their definitions
    • How to use them
    • Style guidelines
    • Examples
  5. Brand voice

    • Brand personality
    • Brand voice
    • Understanding tone
  6. Our name

    • First reference (full name)
  7. Copywriting guidelines

  8. Ready-to-use content