Crafting Content

Student writing on a marker board

Our message is what we say. Our voice is how we say it.

Together, a compelling message and a consistent voice will make the Missouri State story resonate with readers and set us apart from our peers.

Through appropriate language, a deliberate tone and a unified writing style, our communications feel as though they’re coming from a person, rather than an institution. And by staying true to the Missouri State voice across all audiences and communications, we’ll build recognition and trust, no matter who’s doing the writing.

What's the difference?

  • Our message is the content and information we communicate. Our messaging map helps us determine what to say.
  • Our voice is the tone we use when speaking or writing. It makes our content more approachable, and recognizable, by giving our message personality.

Our voice draws on the following elements:

  • Creative platform — which forms the basis of our brand’s unique identity and ultimately translates the messaging map with an emphasis on emotion.
  • Brand personality — which is distinct and multifaceted, and it should be evident in our writing. So when you talk, type or put pen to paper, keep our personality traits in mind.

These examples and the examples on the following pages should be considered aspirational. While the phrasing and tone might not reflect how we sound now, they do suggest how our communications will evolve over time, and in the greater context of the brand initiative.


Our personality

Just as each person has a unique personality, so does our brand. Our personality traits set the tone for our brand communications.

Our voice

Our brand voice is more than what we say, it’s how we say it. Our voice brings our personality to life and becomes one of the primary ways our audiences connect with our brand.

Crafting content devices

Discover a range of tactics that will help you flex your communications efforts across audiences and platforms.

Flexing our voice

Effectively reach your audience by addressing their personality traits, as well as using the most effective tone for a personalized message.

Telling our story

Ensure your stories are authentic, interesting and consistent. Use these tips to connect with your audience and tell Missouri State’s story in a relevant and powerful way.

Writing for the web

The web is a primary way your audience will learn more about you. Use these best practices to ensure your readers have a positive experience.

Creating social media content

Engage with your audiences using the most effective tools and creating the most compelling content by following these guidelines.

Editorial style guide

Consistency and accuracy are key to supporting Missouri State’s brand. Follow these writing and editorial best practices to bring a cohesive approach to your written communications.