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Messaging

Our positioning is the simplest expression of what West Virginia University stands for. It highlights our strengths, captures our personality and communicates what the world expects from all Mountaineers. It is the backbone of our brand.

Key Messaging

Our positioning is an articulation of our unique role and how we want to be thought of in the minds of our most important audiences.

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Our Audiences

By slightly shifting our message to fit our audiences, we can make sure everyone sees themselves as a Mountaineer.

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Messaging Map

Our messaging map organizes key messages into a hierarchy that ensures communications are clear, consistent and compelling.

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Personality

Six personality traits drive the voice and image of our brand.

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Flexibility

To bring tagline alive in headlines, without beating the phrase itself to death, we’ve created a few guidelines for communicating the essence of our brand.

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Getting It Right

Keep these tips in mind to make sure we’re all writing in the same voice.

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Style Guide

Do I capitalize it? Hyphenate it? Abbreviate it? And what about that Oxford comma?

Read More: Style Guide