Voice, Tone & Messaging

Our voice and tone help convey the values and attributes that shape the William & Mary brand. Rooted in the Sage archetype, our communication should always express our thoughtful, curious and confident personality. This section provides guidance for writing with purpose, consistency and authenticity across every platform. Together, these resources ensure that every message — from an email to a multimedia campaign — reflects our shared promise as a place of universal study for all times coming: transforming inquiry into wisdom and wisdom into purposeful impact.

Brand Personality

Differentiators

Proof Points

Editorial Guidelines

Brand Characteristics

These sentiments capture the distinctive traits that make the W&M brand feel genuine and relatable. They guide how the brand speaks, looks and acts — ensuring every interaction reflects its core values and leaves a memorable impression.

Curious

The spirit of inquiry drives us to challenge assumptions and embrace new challenges, seeing opportunities where others might see obstacles.
Collaborative

Our community thrives on the energy of collective discovery, understanding that the best solutions emerge when we combine our individual strengths and perspectives.
Confident

Here, confidence isn't about ego — it's about the responsibility and readiness to put wisdom into action for the greater good.
Wise

Wisdom isn't just passed down, it's actively created through the intersection of experience and innovation and shared with others.

Applying the Brand Archetype

A brand archetype defines the personality, values and voice that shape how a brand communicates and connects with its audience. The Sage archetype seeks to educate and enlighten by sharing knowledge and encouraging critical thinking. To apply this archetype, focus on clarity, credibility and authenticity by using thoughtful storytelling, evidence-based messaging and a calm, confident tone that inspires understanding and trust.

While the Sage is the primary archetype, William & Mary also has elements of the Explorer and the Ruler archetypes.

Explore W&M's Brand Personality

Additional Resources

A coherent brand structure brings together core elements that guide how the brand communicates and expresses itself. These elements include the brand position, the value proposition, the brand manifesto and the message maps. Each plays a distinct role, and together they form a unified framework that supports strategy, storytelling and design across all channels. More information and additional resources are available in Canto, accessible with your W&M login.

Download all of these elements from Canto.

Brand Manifesto

A short, inspiring statement that explains what a brand stands for and why it exists — used to guide tone and purpose.
Brand Position

Describes how a brand is different from others and what makes it stand out — used to shape marketing and communication.
Message Maps

Organized charts showing key messages used to keep communication clear and consistent.
Value Propositions

Clear statements explaining the benefits a brand offers — used to show why someone should choose it over others.

Have Questions About Applying the Brand?

The offices of University Marketing and University Communications maintain William & Mary’s visual identity and brand guidelines. Their staff of marketing and communications professionals are available to respond to questions and assist with requests.