We tell our stories with a distinctive voice that is confident, committed, optimistic
and trustworthy. Our voice is always authentic; our tone can vary depending upon our
All of our messages need to be clear, consistent and compelling. To use our voice
effectively, we need to think about who we are speaking to, what we need to say and how best to say it. Throughout our voice section, you will find helpful guidelines and resources for
developing messages that meet this standard. The steps below help you tie all that
When you’re starting to create a message — whether it is a brochure, a flyer, a billboard
or a story — make sure that it:
- ties back to and supports our core value proposition
- includes at least one of our key messages
- leads with benefits and is supported by attributes.
These steps will help develop and focus your messages.
Determine your audience and objective.
Figure out who you’re talking to before you decide what to say. Consider what you know about them and the desired
relationship you want them to have with the university. Your audience will help determine
the tone you select and the brand personality traits you should emphasize.
Determine the attribute(s).
Consult the message map to align your topic with specific attributes. When possible, connect supporting points with a secondary message to strengthen your communication.
Determine the benefit.
Once you’ve established that your topic links to a brand attribute, you need to identify
the benefit or benefits to your audience. Consult the message map to ensure the benefit aligns with our core value proposition.
Craft your message.
You might have found several benefits, but you'll want to narrow your focus to the
most important one — that’s what you need to get across first. Remember, use attributes
and supporting points to validate benefits. Use our writing tips and brand narrative to help you craft a compelling, engaging message.