Voice & Tone

Everything we create as brand ambassadors works together to reinforce our reputation and the idea of who we are from our audiences’ point of view.

This is why it is so important that we are cohesive and consistent across our University efforts. Just like beliefs are thoughts you think over and over again, consistency in our brand voice, tone and key messages leads to stronger brand perceptions and affinity among our audiences.

Use the below tips and guidelines to inspire writing in the University of Arizona brand voice. Unsure of how to say something specific related to the University (e.g., is CatCard one or two words)? Refer to the Written Style Guide.

Our brand positioning statement, “imagination drives resolve,” is used to outline who we are, what we do and for whom. Our voice reflects this promise along with our values, personality and character. It should feel inspiring and human and at the same time, and tap into our desire to explore along with our drive to innovate. We also default to simple language that is accessible to all our audiences, even when speaking about the most complex research.
 

Mood and Inflection

Our tone is the inflection of our brand voice that delivers our messages with intentionality. The tone will shift depending on our audience, but all brand communications – from social media posts and websites to printed materials and our current brand campaign, “Wonder” – should use the following words as a guide: