Brand Personality | Brand Guides

The personality articulates the tone and voice of our messages, and how we want our audiences to feel about the brand. We will continue to own the authentic traits that define Chapman today (open, personal and optimistic), and build on them to drive the voice and image for all brand communications. Emotional The emotional perspective […]

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Messaging Map | Brand Guides

Our messaging map organizes key messages into a hierarchy to ensure that our communications are clear, consistent and compelling. The messaging map describes what we say, while our voice is how we say it.   If you have further questions about the brand and how to use it, please reach out to your SMC Strategist […]

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