Brand Voice

Brand Messaging

USD communicates about a number of topics, from financial aid to research and from alumni success to employer support. While the subject matter in any given story may differ, USD has identified key brand pillars and narratives that underscore our mission across communications. These tools are intended to guide communicators, ensuring that USD’s brand messaging is consistent and that all audiences have an authentic picture of the university’s purpose and impact.

The following four brand pillars capture USD’s unique role and the themes that are most important to our audiences. These are not taglines; rather, they are underlying guideposts woven throughout USD’s storytelling. These pillars answer the questions, “What makes USD unique? What matters most to us?”

A Pathway to Purpose

USD prepares students for more than their careers; we prepare them to thrive wherever life takes them. We equip students with the skills and real-world experiences they need to become leaders, build connections, find career success and lead a life of meaning.

Led by Original Thinkers

Our educators are leaders in their fields who are recognized for their expertise. They embody a commitment to excellence in their teaching, research and service that strengthens the university and its impact.

United by the Big Picture

Community is evident all around us, and it inspires us to do more and make the greatest impact. From fostering lifelong connections on our campuses to partnering with organizations to fuel the workforce, we are motivated by a vibrant network of neighbors, mentors and friends as we serve others.

Opportunity Made Accessible

We believe that big dreams are achievable for all. That’s why USD offers a high-quality education at an affordable cost and prioritizes programs that expand access for all students.

The brand pillars above then translate into four key narratives. These key narratives answer the questions, “What messages does USD lead with? What priorities should drive our storytelling?” The following narrative statements, which are inspired by USD’s brand pillars, make up our storytelling priorities.

USD is known for career readiness and outcomes.

USD values faculty research and excellence in the classroom.

USD is the go-to institution for industry partnerships, research and workforce solutions.

USD makes a high-quality education accessible and affordable.

USD faculty and staff can reach out to Marketing & University Relations to request a more comprehensive messaging map.

Editorial guidelines support the University of South Dakota’s efforts to maintain a consistent voice that reflects the professionalism and mission of the university. From noting the correct punctuation for “Happy D-Days!” to outlining standards for degree abbreviations, the following guide addresses common questions about writing practices and style preferences at USD.

USD’s editorial standards are informed by AP Style Guide, with some exceptions noted below. If you do not see an entry for your question, defer to AP Style.

View Our Editorial Style Guide

Our Audiences

The University of South Dakota serves and communicates with a number of different audiences, including but not limited to:

• Prospective students and families
• Current students
• Faculty and staff
• Alumni
• The general public (community members, friends of the university, etc.)
• External stakeholders (public officials, industry partners, employers, etc.)

Communicators should consider their audience when crafting communications. While USD’s voice remains consistent, some writing considerations — such as the degree of formality and the key messages — will differ to best suit the intended audience and the communication channel being used. For example, a social media post intended to inspire prospective students may use more casual language and focus on a sense of community, whereas a report intended for public officials may be more formal and focus on institutional impact. Likewise, different channels have different audiences; USD is more likely to consider professionals and alumni as its target audiences on LinkedIn, whereas Instagram may be used to reach student audiences.

When preparing any given communication, ask these questions to help guide your writing with USD’s audiences in mind:

• Who is my primary audience?
• What does my audience need or want to know?
• What messages matter most to my audience?
• What tone will best resonate with my audience?
• What channel will be most effective at reaching my audience?
• How much time will my audience be willing to spend reading this communication?

Crafting personas can be a helpful exercise in understanding your audience and anticipating how they will engage with your message. For example, you might imagine a fictional 48-year-old parent living in South Dakota whose highest level of education is a high school diploma and who is helping their first child complete the FAFSA. You might think about this persona and two others as a tool to help you craft the most effective message for parents of prospective students. However, it is important to remember that personas do not provide a comprehensive understanding of your audience and can lead to a narrow view of your audience based on assumptions. This exercise can supplement your efforts but should not solely dictate how you craft messages.