榴莲视频

Personality Archetypes

The University archetypes define the tone, attitude and emotional style of our brand. These archetypes align with the University鈥檚 brand pillars, Empower, Inspire and Connect, serving as personality filters to determine the voice, pacing and emotional tone of every message, from recruitment to alumni engagement.

1. The Empowered

Equipped, confident and success-centered

Equipped, capable, and eager, we turn challenges into opportunities and ideas into action. At the University of 榴莲视频, we champion student success and personal growth, building confidence, celebrating every win, and empowering individuals to lead with purpose and impact. 

• Recruitment Messaging: Inspire prospective students by showcasing success stories, outcomes and opportunities. Tone should feel motivating, affirming and aspirational.
  • Example: 鈥�榴莲视频 is more than a place 鈥� it鈥檚 your starting line. It is where your voice matters and your ideas shape the future.鈥�
• Alumni Relations: Celebrate alumni accomplishments and reinforce pride in being part of the Tiger community. Tone should feel nostalgic, connecting and proud.
  • Example: 鈥淥nce a Tiger, always a Tiger. Your success powers our momentum and inspires the next generation to dream bigger.鈥�
• Athletics and Spirit: Use confident, bold language that fuels school pride and a sense of belonging. Tone should feel boastful, belonging and energizing.
  • Example: 鈥淭iger pride unites us, drives us and pushes every member of our community to achieve greatness.鈥�

2. The Visionary

Forward-thinking, limitless and aspirational 

Optimistic and future-oriented, we embrace bold ideas and limitless possibility. We champion out of-the-box thinking, foster collaboration and welcome new perspectives, ensuring everyone can contribute to shaping the University and creating a better society.

• Research and Innovation: Highlight groundbreaking work and its future impact, connecting 榴莲视频 research to global solutions.
  • Example: 鈥淔rom 榴莲视频 to the world, our research is driving innovation and shaping a brighter tomorrow.鈥�
• Community Engagement: We create programs and solutions that strengthen communities and expand opportunity, turning shared ideas into meaningful progress.
  • Example: 鈥淚nnovation happens when we work together across disciplines, neighborhoods and continents.鈥�
• Institutional Campaigns: Position UofM as a dynamic, future-oriented public research university that welcomes change-makers and leads with bold ideas.
  • Example: 鈥淲hen you want to change the world, you come to the University of 榴莲视频.鈥�

3. The Guide

Purposeful, grounded and authentic 

Approachable, clear and supportive, we meet people where they are and guide them toward practical solutions, growth and meaningful opportunities, helping everyone contribute to the University鈥檚 mission and make a positive impact.

• Student Services: Communicate with clarity, approachability and directness to help students navigate processes, resources and opportunities.
  • Example: 鈥淣eed help with financial aid? Our team is here to guide you every step of the way.鈥�
• Academic Programs: Position the UofM as an accessible, trusted institution where students receive hands-on, high-quality education.
  • Example: 鈥淥ur programs combine expert instruction with hands-on experience to prepare you for real-world success.鈥�
• Internal Communications: Use a clear, supportive voice that strengthens community and trust across campus.
  • Example: 鈥淪tay informed and connected. Here鈥檚 everything you need to know about upcoming events and opportunities.鈥�

Brand attributes are the supporting qualities and characteristics that bring our brand pillars to life, adding personality and detail to the brand鈥檚 essence 

Driven

• What it means: We approach every endeavor with confidence, curiosity and determination. We are unafraid to challenge conventions or take risks that lead to progress. Being boldly driven means we act with purpose and conviction, inspiring others to do the same.
• How it shows up: Through assertive and aspirational messaging, our language conveys momentum and possibility and calls to action that invite engagement, leadership and growth. Every expression of our brand demonstrates forward movement, optimism and the courage to lead change.

Rooted

• What it means: Grounded in the spirit of our city, we draw strength from our community鈥檚 history, culture and perseverance. Our resilience comes from knowing where we come from, transforming challenges into opportunities and setbacks into stories of progress.
• How it shows up: Through storytelling that celebrates perseverance, pride and transformation, we highlight the strength of our people, the depth of our roots and the power of rising together. Our voice reflects determination, authenticity and an enduring connection to place and purpose.

Innovative

• What it means: We channel creativity and intellect into solutions that move the world forward. Innovation for us isn鈥檛 just about creating something new, it鈥檚 about purpose. We explore, question and design with intention, ensuring every idea contributes to meaningful progress and positive impact.
• How it shows up: Through forward-thinking headlines and purposeful storytelling, we write with optimism, curiosity and a drive to make a difference. Our communications reveal how innovation and purpose intersect to create measurable results.

Supportive

• What it means: We strive for excellence while uplifting those around us. Our ambition is not self-serving. It鈥檚 rooted in care, mentorship and a belief that success is most meaningful when shared. We push boundaries and pursue greatness, always with empathy and a commitment to helping others rise with us.
• How it shows up: Through messaging that balances aspiration with humanity, we highlight stories of relationships, student-centered support and achievement fueled by community. Our tone is confident yet compassionate, showing that drive and care can coexist in everything we do.

Connected

• What it means: Our work begins and ends with people. We listen first, building relationships that inform and inspire everything we do. Grounded in the needs and strengths of our community, we create impact that is both immediate and lasting, and transforming ideas into action that serves the greater good.
• How it shows up: Through thoughtful writing that highlights both local and global impact, we showcase the network of people and ideas that drive meaningful change. Our stories demonstrate how we connect the dots, bringing people and ideas together to create real impact in the world.

Key Messages are where Archetypes and Attirbutes come together. 

Key messages are the expressed form of our archetypes and attributes. They turn personality (archetype) and identity (attributes) into actionable language that can be used across marketing materials.

When framing communications, think about how they can connect, educate, entertain and inspire our audiences. Whether it鈥檚 a prospective student, current student, faculty, staff, alumni or our community, reflect on our brand attributes: Driven, Rooted, Innovative, Supportive and Connected, and how they can be tied into showcasing the Tiger spirit through storytelling.

Key Message Framework

 

Our voice expresses who we are, confident, authentic and forward-thinking.

Each brand archetype embodies a distinct personality that, when combined with our brand attributes, ensures our communication feels consistently 榴莲视频.

Voice in Action Chart