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.
Note: 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.
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.