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Butler Metal Letters
Marketing and Communications

Butler’s Brand

Butler’s Brand Toolkit

Butler’s Brand Language

The words and phrases used by Butler to describe the promise to people about the experiences they will have here is brand language. “The Right Outcomes, The Right Way.” This language is used in marketing materials, such as the university’s core websites and prospective student materials.

While certain elements of the Butler brand are emphasized for certain groups or audiences, the core of our university’s brand promise is about preparing our graduates to work, succeed and contribute to the community. The three core attributes of our identity are Higher Learning, Greater Doing, Better Living. Within this document are sample key messages by core attributes, or pillars, by audience.

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Writing Style Guide

Marketing and Communications has developed a writing style guide for Butler faculty and staff to use for internal and external marketing pieces. This writing style should also be used on University websites and videos, and in University event- and announcement-related emails. It does not replace other writing styles used for academic purposes.

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