For a brand to become successful and enduring, it needs to focus not only on what it says, but also on how it says it. The brand needs to be expressed through a style of writing—a tone—that is most appropriate for its audience. In short, what differentiates a successful brand is a distinctive voice that connects in a personal way.

The Rensselaer brand voice should be confident but not boastful, contemporary but not overly casual, passionate but not effusive, and always clear.

The voice of Rensselaer is one that conveys the university’s spirit of taking on the challenges facing humankind. It leaves no question as to the seriousness and sincerity of that mission. It’s bright, engaging, enthusiastic, and authentic.