Finding Our Voice
Our brand voice is what gives us a recognizable style that’s ours alone. It connects
us with our audiences. It adds meaning and relevance to our content. It expresses
our personality and reinforces our brand.
How does our voice sound?
| What it is |
What it isn’t |
| Confident |
Flexing our voice
The Missouri State brand platform can support a wide range of messages for distinctive
audiences.
It allows our voice to flex, so that we can tell our story in a voice that is consistent,
memorable and authentically us.
Find inspiration in these messaging tactics to effectively reach your audience.
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When crafting your communications to target the best fit prospective undergraduate
students, keep in mind their personality traits, as well as the most effective tone
for a personalized message. Place emphasis on the total student experience, including
the variety of options and opportunities.
Audience overview
Dominant personality traits: pragmatic and optimistic
Energized and motivated. Actively seeking to apply hard work and skill to address
society’s needs. Reflecting the innate nature of the students of Missouri State.
Content example
- Headline:
- Be the role model you always looked for
- Copy:
- You’ve studied hard. You’ve dreamed of being the first in your family to move forward
with a college degree and inspiring others to follow. Now it’s time to make the move.
Show the world the persuasive power of listening. Create a better future for yourself
and invite others to join you there. The first step is yours. Take it today. Apply
now.
Additional headline examples
- Are you ready to see the world as it is, and then to make it how it should be?
- Are you willing to ask questions, and then question the answers?
- You've spent your whole life studying. Now get ready to learn. Search for better answers
and find more ways to make things right.
Quote examples
“I believe any little girl who watched Apollo 13 as many times as I did deserves her
shot at a NASA internship.”
Hayley Osman
Major: Physics
Festus, Missouri
“I discovered one person can accomplish more when they inspire many to work together.”
Lindsay Kittrell
Major: Nursing
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Transfer students are interested in different information and experiences than traditional
freshmen. Consider their personality traits and build on their accomplishments as
a college student. Place emphasis on efficiency and accessibility of our transfer services.
Audience overview
Dominant personality traits: engaged and tenacious
High-achieving individuals. Fearlessly pursuing new ways to learn, grow and succeed.
Representing the drive and commitment to being active contributors to society.
Content example
- Headline:
- Are you ready to turn hard work into hard results?
- Copy:
- Getting into college was a challenge. And when you could’ve settled for good enough,
or let others ask the hard questions, you dug in, pushed ahead and found the answers.
Now you’re ready to take your education further. Be a part of a bigger world. Be the
person who makes it a better place. Missouri State University is how you'll get there.
You’ve got more to say and do. Apply today.
Additional headline examples
- Do you have what it takes to take the world in a better direction?
- Are you ready to help the world live up to your expectations?
- Commit to becoming a more persuasive version of the person you’ve always been.
- You’ve learned enough to know what really matters, and what you can do with it.
- Bring someone around to your point of view simply by listening to them.
Quote examples
“I love how mapping the oldest object we know can help us reach a better future.”
Evan Menke
Major: Geography
Joplin, Missouri
“I found that the only way to learn a culture is by living it firsthand.”
Scott LaCombe
Major: Political Science
Second major: Spanish
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Audience overview
Dominant personality traits: pragmatic and optimistic
Content example
- Headline:
- Our campus. Our world.
- Copy:
- Being a Bear means we’re invested in something bigger than just ourselves. We thrive
in community, recognizing that it’s our collaboration that makes us unstoppable. Giving
back keeps us all moving forward.
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Our alumni family — 130,000 strong and growing — reaches every corner of the globe.
They run companies, lead the military, educate future citizens, permeate the health
care industry and dazzle the big screen. They are prepared for traditional professions
and forging new career paths everyday. Embody the tone that resonates best with the
alumni personality traits.
Audience overview
Dominant personality traits: genuine and grounded
Content example
- Headline:
- Rise up and raise up.
- Copy:
- Remember your first mentor? The person who believed you could do anything you set
your mind to? Be that for the next MSU student.
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Audience overview
Dominant personality traits: engaged and tenacious
Content example
- Headline:
- You didn’t have to graduate from Mo State to know you were destined to become a Bear.
- Copy:
- Missouri State stretches wider than just our graduates and affects more than just
our city. We’re a community who believes in being passionately committed. Partner
with us in making the world a better place.
Additional headline examples
- Step up and state your impact on tomorrow.
- Anyone can believe in a cause, but you’re the one who takes action.
