Voice and style
Our voice and style shape how we communicate in every setting.
This section will help you understand the character and personality behind our voice and the tone and rhythm that guide how we want it to be heard. Think of it as a steady companion as you prepare written or spoken communication for any audience. With this guidance in mind our voice will feel clear familiar and dependable across campus partners and communications.
Brand Archetype
A brand archetype is a shared model that defines personality and behavior. It helps shape how a brand speaks, acts and connects with people. Archetypes bring consistency to voice and tone, making communication more relatable and memorable to our audiences.
K-State uses an integrated archetype built from several complementary archetypes. Together, they form a unified model that aligns with our purpose and vision, capturing the distinct character of the university.
The Visionary Steward
"You don’t build the future by chance."
The Visionary Steward leads with imagination and intention. They see progress as a balance of innovation and integrity — building what’s next while safeguarding what matters most. Their focus is clear and their energy purposeful. They bring people together around shared ideas and steady progress by grounding ambition in empathy and foresight. Guided by vision but rooted in care, the Visionary Steward turns bold ideas into lasting impact for people, place and future.
Core Traits: Creative, forward-thinking, strategic, inspiring, empathetic, responsible.
Brand voice characteristics
Our brand voice defines how we communicate. It shapes the tone and rhythm of our messages so they sound natural and connected. When used well, it builds trust and creates a consistent experience that feels unified across the university.
- Warm and human: never corporate or distant.
- Grounded in Kansas value: authentic, plain-spoken, sincere.
- Confident and visionary: future-focused but humble.
- Inclusive and invitational: using “we” and “our” to convey community.
- Purposeful and clear: language that teaches, engages, and leads.
Brand voice themes
Our voice themes express the ideas and values that guide how we communicate. They align purpose and personality, helping every message connect with clarity and intention. When used well, they make our communication cohesive, memorable and true to who we are.
- Rooted yet forward-looking: honors tradition while leading in innovation.
- Confident yet humble: speaks from service, not superiority.
- Imaginative yet practical: pairs vision with action.
- Inclusive yet distinctive: welcomes all while proudly Kansas.
- Purposeful growth: every innovation, discovery and relationship is in service of “growing for tomorrow.”
Our voice in action
The examples below show how our brand voice comes to life in real communication. Each one contrasts common phrasing with a stronger version that reflects our tone, clarity, and sense of purpose.
| Do this (K-state) | Not this |
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Kansas State University is rooted in purpose and growing for tomorrow, advancing excellence that strengthens people, communities and the world. |
Kansas State University is committed to excellence in all areas of operation. |
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K-State empowers every learner with industry-connected academics that meet students where they are and prepare them to shape the future with integrity and purpose. |
K-State provides a wide range of academic programs for students to choose from. |
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At K-State, researchers turn curiosity into impact, driving innovative, real-world solutions that elevate Kansas and reach far beyond the prairie. |
Our faculty conduct research that contributes to scientific knowledge. |
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K-State works hand-in-hand with communities, creating shared growth through meaningful partnerships that uplift people, empower progress and strengthen our |
K-State engages with community partners to promote outreach activities. |
Messaging Map
A message map is a visual diagram that outlines the key messages to be conveyed. It’s a strategic communication technique that helps organizations align their messaging across various channels and establish a clear brand message. Message maps allow organizations to differentiate themselves effectively from competitors by creating clear and distinct messaging that highlights the brand’s or product’s unique value proposition.
A message map is primarily an internal document, not intended to be shared or given out to the external public. It is a tool that helps remind and keep leaders, communicators and others on message, creating a common thread between attributes (The What) and benefits (The Why) in storytelling. It conveys language and brand voice, aligning a core message with differentiating points.
The attributes of our messaging plan are drawn from our Opportunity Agenda, outlined in the Next-Gen Strategic Plan. Explore each focus area and see how they shape our shared story.