Brand Messaging

Crafting Authentic Stories

Brand Writing Best Practices

Who We Are

We all have a personality, and we present ourselves differently depending on who we are talking to. Mizzou is no different. At Mizzou you’ll find groundbreaking innovators, championing leaders and unflinching investigators. This is who we are. This is what we do at Mizzou every day.

Through the use of our personality archetypes, brand narrative and key messaging storylines, we’re able to craft stories with impact, meaning and authenticity.

Our Personality Archetypes

Mizzou’s personalities — also known as archetypes — are used to communicate authentically with our audiences. These personalities support Mizzou’s core stories and supply a common framework from which we can build consistent and effective messaging and communication strategies.

The storylines are assertive, bold, forward-thinking and inspiring — reflecting the energy and excellence of Mizzou. They help us focus our messaging (we can’t be all things to all people), without being so specific that they prevent the brand from being applied to any topic, all while elevating Mizzou’s brand.

GROUNDBREAKING INNOVATOR
Visionary, Forward-thinking, Intelligent, Innovative and Advanced

We innovate with intention. At Mizzou, we seek out better ways of doing things in order to create meaningful change in Missouri and across the world. We understand that each of our pursuits has a bigger purpose. That’s why our faculty, students, staff and alumni don’t back away from challenges others might avoid. Instead, we meet them head-on — using our passion and expertise to unlock a better future for everyone.

CHAMPIONING LEADER
Classic, Accomplished, Prominent, Proven and Collaborative

We are leaders. Building on our rich history of traditions and academic excellence, we constantly challenge ourselves to pioneer breakthroughs and empower one another to be our best. We do this by providing exemplary academic programs, unparalleled research opportunities and connection to a network of championing alumni. And the results — from our status as an AAU and Research 1 institution to our 362,500 alumni worldwide to our innovative partnerships — speak volumes.

UNFLINCHING INVESTIGATOR
Experiential, Exploratory, Inquisitive, Curious and Investigative

We are driven by curiosity. Knowledge demands curiosity. At Mizzou, we don’t just make observations; we take action — expanding our opinions, collaborating across disciplines and exploring paths that redefine traditional thought. This constant state of learning propels us in every pursuit as we push boundaries, innovate boldly and strive to shape a better world.

Brand Narrative

The University of Missouri — known to most as “Mizzou” — is home to a community of leaders, visionaries and doers. It’s a place where ideas are translated in to life-changing actions, resulting in a better future for our community and around the globe. At Mizzou, you’ll delve into your curiosities, discover new possibilities and gain the skills and insights needed to reimagine tomorrow.

Being a Tiger means building your resume begins long before graduation. Here, you’ll learn by doing through the Missouri Method, our philosophy of hands-on learning. Gain professional skills in our student-staffed newsrooms. Work alongside teachers, farmers and health care professionals. Build rockets and racecars. Launch your own business. Conduct game-changing research. Here, the possibilities are endless.

More than 30,000 students call Mizzou home — taking advantage of opportunities including 600+ student organizations, health and wellness resources and long-standing traditions such as Homecoming.

Established in 1839 as the first public university west of the Mississippi River, Mizzou is a flagship, land-grant institution and one of only 37 public universities across the U.S. to be a member of the prestigious Association of American Universities.

M-I-Z

Drone photo of Jesse Hall

Key Messaging Storylines

Start here. These three messaging storylines support who we are at Mizzou and lay the foundation for strong, strategic messaging that unites our voice. Each storyline is a personality-specific messaging pillar with supporting dimensions. The dimensions offer relevant connections to help you craft branded messaging.

Groundbreaking Innovator
We innovate with intention. At Mizzou, we seek out better ways of doing things in order to create meaningful change in Missouri and across the world. We understand that each of our pursuits has a bigger purpose. That’s why our faculty, students, staff and alumni don’t back away from challenges others might avoid. Instead, we meet them head-on — using our passion and expertise to unlock a better future for everyone.

Visionary
We don’t just talk about big ideas — we make them a reality by inspiring creativity, investing in hands-on learning, and collaborating across divisions.

Forward-thinking
We look beyond the moment and toward the horizon because focusing on the future gives us the creative audacity to build new and necessary initiatives.

Intelligent
We cultivate knowledge that is ingenious, common-sense and beneficial to humanity and commit to sharing it with our student community and the wider world.

Innovative
We pursue meaningful progress not just for its own sake but for that of our academic and global communities.

Advanced
We develop new educational methods and technologies so our students can become professionals who transform lives locally and globally.

 

Championing Leader
We are leaders. Building on our rich history of traditions and academic excellence, we constantly challenge ourselves to pioneer breakthroughs and empower one another to be our best. We do this by providing exemplary academic programs, unparalleled research opportunities and connection to a network of championing alumni. And the results — from our status as an AAU and Research 1 institution to our 362,500 alumni worldwide to our innovative partnerships — speak volumes.

Classic
By embracing our history and traditions, we maintain a reputation for excellence and meet the highest standards for academics and student experience every day.

Accomplished
Our past success, present growth and future vision make us a go-to for high-achieving students and faculty who want to accomplish their greatest aspirations.

Prominent
We choose to take steps that position us as leaders both in Missouri and across the globe.

Proven
We consistently provide our students and faculty with a reliable foundation for growth and excellence.

Collaborative
We lead by breaking down silos, working across colleges and bringing people together, making us a source of strength and guidance for our community.

 

Unflinching Investigator
We are driven by curiosity. Knowledge demands curiosity. At Mizzou, we don’t just make observations; we take action — expanding our opinions, collaborating across disciplines and exploring paths that redefine traditional thought. This constant state of learning propels us in every pursuit as we push boundaries, innovate boldly and strive to shape a better world.

Experiential
We’re persistent in providing students with hands-on learning opportunities that prioritize collaboration and offer new, transformative perspectives on the world.

Exploratory
By constantly giving students ways to delve into their curiosities, we provide an education that is rooted in continuous growth.

Inquisitive
By fearlessly asking the questions that others would prefer to avoid and by seeking more effective research methods, we explore ideas in a deep and unprecedented way.

Curious
We encourage others to constantly question what’s known because doing so allows us to acknowledge the world’s boundless possibilities.

Investigative
We embrace the research process and seek truth in every situation to unlock solutions to real-world problems and ultimately improve people’s lives.