Verbal Identity Overview
A "verbal identity" in a brand style guide refers to the specific language and tone a brand uses to communicate with its audience, essentially defining how the brand "talks" across all platforms, including the words, phrases, and overall voice that represent the brand's personality and values; it's the linguistic expression of the brand, distinct from its visual identity like logos and colors.
CBU Brand Tone of Voice
CBU’s voice should reflect warmth, confidence, and mission-driven purpose while maintaining a level of professionalism that aligns with a respected academic institution.
Faith-Filled & Purpose-Driven
Every message should reflect CBU’s unapologetic commitment to Christ and the mission of equipping individuals to live their God-given purpose.Welcoming & Community-Oriented
Our tone should be inviting, reflecting the supportive, close-knit community that defines CBU. Messages should make people feel like they belong.Inspiring & Empowering
CBU communicates with a forward-thinking, encouraging voice that motivates students, faculty and staff to pursue excellence and impact the world.Professional & Clear
While warm and engaging, our voice should also be polished, ensuring clarity, credibility and consistency in all official communications.Service-Focused & Compassionate
We emphasize servant leadership and humility, ensuring our messaging reflects a heart for service and care for others.
Tone in Action
Do: “At CBU, you are part of a community that challenges you to grow, equips you to lead and prepares you to make a difference.”
Don’t: “CBU is a place where students go to college and graduate with a degree.” (Too generic and uninspiring)
CBU Brand Personality
If CBU were a person, it would be:
Faithful & Mission-Driven
Everything we do is rooted in Christ and aligned with our calling to equip others for purposeful lives.Welcoming & Supportive
We embrace people with warmth, creating an environment where students, staff and faculty feel valued and encouraged. We see each person as an individual and work to build individual and personal relationships.Inspiring & Visionary
We speak with confidence about what God is doing through CBU, calling others to step into their purpose.Servant-Hearted & Humble
Our brand reflects a spirit of service, where leadership is about uplifting others and making a Christ-centered impact.Academic & Professional
We balance warmth with excellence, ensuring that we are seen as a respected institution of higher learning.
Personality in Action
Do: “At CBU, we don’t just prepare students for careers—we prepare them for purposeful lives of faith, service and leadership.”
Don’t: “CBU provides students with an education that will help them find a job after graduation.” (Too transactional and uninspired)