How our brand personality comes across is known as our voice and tone. Tone varies, depending on who you’re talking to, where you’re talking to them, and why. But our voice should stay consistent.
Voice & Tone
Our voice is intelligent
It is not pedantic.
Our voice is caring
It is not sappy.
Our voice is welcoming
It is not pandering.
Our voice is confident
It is not arrogant.
Our voice is down-to-earth
It is not self-effacing.
Tips for speaking in the right voice
To stay true to the IU brand voice:
- Stay away from higher-ed speak. Use words that the layperson is apt to understand—not industry jargon.
- Talk to your audience. Don’t be afraid to use first- and second-person pronouns.
- Keep it brief. Avoid long-winded sentences and convoluted paragraphs.
How to strike the right tone
Tone varies within the constraints of voice, depending on who you’re talking to, where you’re talking to them, and why.
You might use a casual, informal tone when communicating with prospective students on a website. But when you’re creating an invitation for a lecture presented by a prominent researcher, a more formal tone is appropriate.
Throughout this book, we will show you how your tone should change depending on context, affecting not only your word choices, but also your selection of color, font, and graphic features.