Voice & Tone

General Writing Tips

Get personal

Personal stories go a long way. Not only do they add a human element to our brand, but they’re living proof of the things we say about our institution. For a brand that’s built around inner traits, showcasing people and their stories is important.

Move people to do something

Every piece of communication you create has a purpose. And when it’s a specific purpose — like driving someone to a website or asking people to make a gift to the University — it’s critical to include a call to action so the audience knows what you want them to do.

Know who you're talking to

From 17-year-olds to regional business leaders, our brand speaks to a wide array of people. With every message you send, put yourself in your target audience’s shoes and ask: “Does this sound like something that would resonate with them? Is it the right tone?”

Avoid clichés

We’re an institution unlike any other. Our stories are unique, and the copy that supports them should be unique, too. Stay away from cliché phrases and overused jargon that make us sound like every other university.

Balance what’s within us with what it means for the reader

We’ve mentioned this before, but we think it bears repeating: What’s in us only matters to others when we can show how it affects the outside world. So for every inner trait, make sure to communicate the larger impact.