Skip to main content

Brand Voice

The Winston-Salem State University brand voice is consistent across its publications – from websites to advertising to printed materials. The voice embodies the university’s distinct personality and brand identity. All university communications—from billboards to event promotions, social media posts to brochures—should reflect the overarching “personality” of the Winston-Salem State University brand. Our personality is rooted in the values of the institution.

Bold. Winston-Salem State University was founded thanks to a bold vision and that vision remains today. We are confident, clear, and incisive—never arrogant or off-putting. We believe in the power of ideas and work to put innovation into practice.

Welcoming. Winston-Salem State University is a dynamic campus community that welcomes and genuinely cares for people from all walks of life. We believe every member of the campus community brings something of value to the institution.

Just. We believe we have a responsibility to creatively respond to injustice and to work toward a more equitable and sustainable society by affirming the value, worth, and dignity of all people.

Resolute. No matter the challenge, we are determined to transform the world, and our messaging conveys this resolve.

Limitless. We are not held back by “what ifs” or “should haves.” We portray confidence and strength with an up-beat, can-do attitude.

Spirited. Rams are energetic and have pride in their institution. Our campus community is vibrant and engaging – a place where community meets academics in a way that is vital and exciting.

Compassionate. Our priority is people. We connect with individuals AS individuals and engage in a way that is authentic and meaningful.

Sample Branded Introduction Copy – Long Version

Winston-Salem State University fosters the creative thinking, analytical problem-solving, and depth of character needed to transform the world. Rooted in a liberal education, WSSU’s curriculum prepares students to be thought leaders who have the skills and knowledge needed to develop innovative solutions to complex problems. Founded in 1892, Winston-Salem State University is a historically Black constituent institution of the University of North Carolina with a rich tradition of contributing to the social, cultural, intellectual, and economic growth of North Carolina, the region and beyond. Guided by the motto “Enter to Learn, Depart to Serve,” Winston-Salem State University develops leaders who advance social justice by serving the world with compassion and commitment.

Brand Voice – Keywords

  • Potential
  • Empowering
  • Supportive
  • Transformation
  • Prepared
  • Welcoming
  • Confident
  • Opportunities
  • Leaders
  • Innovation

Brand Voice – Phrases

  • Supportive Environment
  • Deeper Learning
  • High-Impact Opportunities
  • Liberal Education