Tone of Voice

How to create our tone of voice

Imagine that our brand is a person. Just as every person speaks a little differently, so do brands and this is shaped by tone of voice.

Our tone of voice is our ‘attitude’. It’s not just what we say, but how we say it through everything that we create.

When creating content for the University, following these hints and tips will keep you on the right track for our tone of voice:

• use an active rather than a passive voice
• be positive, optimistic, and upbeat
• speak in everyday, approachable language
• be honest, sincere, and factual, using numbers and figures to add authority
• keep things simple by being concise and direct
• be human and real by using people-focused stories where possible

You should also make sure that you avoid the following:

• use of jargon, acronyms (unless absolutely necessary), or bureaucratic terms
• use of overly formal language
• sounding superior, boastful, or arrogant, rather focus on being relatable and down-to-earth
• leading with a negative angle
• being tentative or lacking conviction
• getting too complex or padding out with unnecessary words

Why does consistency matter?

Keeping our voice consistent means that all of our communications make sense together.

Using a clear voice builds familiarity and trust.

The stronger our voice, the stronger our identity, and the stronger our lasting impression.

Brand personality

Our tone of voice is informed by our brand personality.

• Determined
• Visionary
• Conscientious

Determined

We are confident, strong, and influential.

We rise to every challenge and persevere to accomplish great things. We mean every word we say. We’re positive, and see every obstacle as an opportunity to learn and grow. Our work paves the way for new ideas around the world, and we’re not afraid to talk about it.

We’re proud of our international reputation, but we don’t only talk about our successes. We talk about our motivations too, and the impact we make on real people every day. Our work can be complex, so we make it easy to understand so everyone can play a part.

Example

This:

‘Newcastle University is the starting point for many successful entrepreneurs. Our alumni have gone on to develop products and services that have changed lives and reached millions of people. Meet Ben Reeves, founder of Blockchain and former Newcastle graduate.’

NOT this:

‘Newcastle University has in the past had a large number of graduates who have then gone on to have successful careers and built their fortunes around the world. The quality of our teaching staff is so high that after leaving the University, many of our alumni have produced products that have quite literally saved lives and reached millions of people. Ben Reeves graduated with a masters in 2009 and then went on to found Blockchain.’

Visionary

We are energetic, creative, and full of ideas.

We’re innovators, creatively leading the way and pushing boundaries. We’re adventurers too, actively seeking out knowledge and daring to go where others won’t. Our sleeves are rolled up and we’re tackling big international issues head on. We’re brave, hardworking, and never afraid to experiment.

At our heart we’re pioneers, communicating our work with passion and dynamism. We’re inclusive, always inviting audiences to take a closer look. We celebrate collaborations, inspiring audiences to join us on our journey and to imagine their part in our work.

Example

This:

'We are a world-class university, hosting 29,000 students from 145 countries and over 6,000 staff. We are proud of our international presence and cross-cultural interaction.'

NOT this:

‘Our Internationalisation Strategy underpins our aim to be a world-class university. It intends to foster a culture receptive to interaction across the world and cross-cultural understanding, engaging all types of staff and students.’

Conscientious

We are passionate, genuine, and people-focused.

We bring to life our passion for what we do using a mix of words, images, and video to share our stories. We speak in a way that helps our audiences and use simple, accessible language. Our enthusiasm is warm, genuine, and shines through our content.

We are inspiring. Everything we do is carried out with integrity and conviction. Doing the right thing isn’t easy, but it’s worth it.

Example

This:

‘We’re proud to be a University of Sanctuary. We offer educational, research and engagement opportunities to people seeking sanctuary and a better life. We’re committed to promoting a welcoming, inclusive culture on campus and in our local communities.'

NOT this:

‘We are a University of Sanctuary, welcoming people seeking sanctuary through facilitated access to higher education (HE), supporting local refugee communities, and taking an active role in learning about the issues and obstacles faced by this group in pursuing HE.'