Table of contents

Brand Personality

Each of us have our own personality—developed through years of experience and influence. Just like people, an organizaton has a well-defined personality. Influenced by decades and molded by thousands of people, our Bastyr personality represents who we are as a community. Below is a list of our personality traits to help give voice and tone to your messaging. Please note that these traits are not to be copied verbatim but rather to inspire your writing. The goal is to bring our Bastyr spirit and leadership to life. If you have questions, please fill out the form below.


We care about people. We want to help and make a difference in the
lives of others through our skills in the natural health arts and sciences.


We are strong in our conviction to help people and planet. Based on experience and expertise, we are unwavering in our commitment.


We are excited, engaged and jubilant in how we use nature to heal and
create well-being. Full and energizing, our studies strengthen our resolve.

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We are forward thinkers with a steadfast belief in healing through proven science and a mission to continuously improve and help others.


As a university, we use the inherent abilities of the natural world to provide a foundation of healing and wellbeing, correcting imbalances in the body and mind.

Brand Tone

The tone is how we want the BU community to sound when they are speaking for and about Bastyr.  No matter the channel, (web, digital advertising, social, or email campaigns), the tone should remain consistent throughout. The content may adjust depending on the audience, but the personality and tone should remain constant.

Bastyr’s tone is:

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A few important notes:

  • Customer is often swayed when they see themselves in our materials and can relate.   
  • Bastyr University language focuses on the student as the hero and Bastyr as the guide who helps them through their journey towards a meaningful career.
  • Student/donor-first language often leads to the use of the second person tense.