Brand Statement
This statement describes who we are and how we talk about ourselves. It enables us to connect to our audiences—prospective and current students, parents, alumni, the monastic community, faculty and staff, the community—and allows each of us to unite within one shared identity. Although these exact words may not appear verbatim in communications materials, the spirit and the ideals behind them form the core of the Saint Anselm College story.
There is an uncommon character that defines each of us; something that comes from deep within. It becomes a part of us when we arrive on campus, grows and deepens during our time here, and forms the root of our spirit and the core of our being for the rest of our lives. It drives us to achieve, enables us to make the hard choices, confirms our faith, and gives us the confidence and perspective it takes to answer the world’s most important questions. Each of us is an Anselmian.
As students, faculty, staff, and alumni, we endeavor to grow spiritually and morally as we lead lives of meaning. Our pursuit of knowledge is fueled by a devotion to the liberal arts and comes to life in a community of capable, ethical leaders who are prepared to build a better world.
Being Anselmian sharpens our perspectives and values. It stimulates a passion for discovery. It unlocks our potential. It fills our spirit to never stop seeking. When faced with the challenges that push our thinking and develop our character, we know we will rise to every occasion.
Being Anselmian defines our values, our culture and our world-view. Our community is supportive, nurturing, genuine and energetic. We welcome a rigorous academic experience that drives transformative experiences and successful career and life outcomes. We are classic and dynamic. We are imbued with a passion and dedication that can only be described as bold.
A Boldly Anselmian Tone of Voice
Message and Voice - How We Sound
The way Saint Anselm College expresses itself in words is a big part of how our brand is presented in our communications. It’s about what we say as much as it’s about how we say it. It’s the culmination of the tone we use, the language we choose, and the way we put our sentences together. Our voice is the embodiment of our personality, and it’s one of the primary ways all our audiences connect and identify with our brand.
Messaging is what we say. It’s information. It’s content. It’s instructions. It’s every story we tell, all the facts and figures we want to convey, and everything we want our audiences to know about Saint Anselm.
Voice is how we say it. It’s what brings our distinct personality to life, and makes our brand relatable. Through appropriately chosen words, and a deliberate tone and writing (or speaking) style, our messaging feels as though it’s coming from a person, rather than an institution.
A campaign is a big idea that threads our messages together. It may change over time to reach new goals, but it should never stray from our central identity and values. Staying true to our brand voice across campaigns ensures we’re building recognition and trust.
Our Voice
It’s what our audiences hear when they “talk” with Saint Anselm. And just like when speaking with a close friend, the tone is casual and familiar. Our communications should feel like a dialogue rather than an announcement. And when we use our true brand voice appropriately, we’ll sound like Saint Anselm no matter which of us is doing the talking. So how does it sound (and not sound)?
Our Tone
When you walk into a room, the Anselmians always seem to stand out. There is something about who they are, how they act and interact that is just unique. Our tone of voice tries to capture the qualities that make that true, so that our work will stand out in the same, amazing way.
Defining Anselmian
There are key values and traits that help us define what it means to be Anselmian. Some aspects will resonate differently with our various audiences.
Supportive
Welcoming
Selfless
Purposeful
Curious
Empathetic
Uplifting
Seeking
Nurturing
Reverent
Challenging
Transformative
Audiences
As we develop materials, it’s important to keep in mind our audiences and their traits and mind-sets. These are by no means exhaustive or inclusive of everyone, but they should represent the majority and provide guidance for communications. Defining Anselmian will vary among audiences; values will resonate differently depending on audiences.
Prospective Students: Find your Reason
Communications should sound very conversational and always positive. Weave all of our key attributes and benefits throughout messaging. Introduce the “Anselmian” language gradually throughout the admissions journey, with a show-and-tell approach that helps them understand what being Anselmian is all about.
There are so many reasons to attend Saint Anselm; many are unique to the individual.
Present Saint Anselm College and ask prospective students to Find their Reason for: learning, exploring, visiting, and ultimately applying and attending the college.
Defining Anselmian for Prospective Students
Curious
They’re interested in different perspectives, topics, and backgrounds.
Connected
They appreciate community and family, looking for a strong network.
Quietly successful
They do well, but may keep a low profile about it.
Involved
Aware of the world around them, they see careers and “giving back” in the same category.
Motivated
They rise to a challenge.
Seeking
They want to continue to learn and grow.
Welcoming
Hospitable to all, they treat others with kindness, respect, and acceptance.
Other Audiences
Take a slightly more formal tone. Outcomes are very important to parents, so stress the academic rigor and career preparation messages. The level of “Anselmian” language should be relatively low, but be sure to reflect our core values. Define Anselmian as: purposeful, uplifting, motivated, contemplative, and welcoming.
They are busy and bombarded with information from lots of schools, so grab their attention with a direct, facts-first tone. Discuss attributes such as liberal arts core, the strength of our academic programs and key areas of study. Take an educational approach about what it means to be Anselmian to help them identify best-fit students to send our way.
Keep a casual tone in communications. Nearly all areas of our message are appropriate: faith and spirituality, civic and ethical responsibility, and academic rigor and critical thinking skills. Since you will be addressing Anselmians, it is always appropriate to use this language. Build pride and advocacy by celebrating being an active Anselmian.
Be personal and direct with this audience. Keep messages succinct, professional, and to the point. And since the members of this group have many disparate roles and backgrounds, be sure to include them as Anselmians to help connect and unite them with the greater brand story.
Speak with a respectful but somewhat casual tone. As would be expected, Saint Anselm’s Catholic Benedictine heritage and our foundation of faith are very important with this group. Use “Anselmian” language to forge a stronger identification between this group and students.
The tone should be direct yet conversational. Use key messages to remind alumni how Saint Anselm prepared them to face every challenges while they grew spiritually during their time here. As Anselmians themselves, this language should resonate with this audience while serving as an emotional reminder that even though they graduated, they are still, and always will be, Anselmians. Define Anselmian as: reverent, purposeful, selfless, involved, motivated, and dedicated.