While the message is what we say, voice and tone is how we say it. It's how we write and craft messaging for our brand in a way that is stylistically distinctive and authentic. Our language choices signal the relationship we want to have among students, faculty, staff, alumni, and the world.
What Is Voice and Tone?
Whether we’re writing for a specific channel or division, we should think first about how to write as one Emory. Our voice is the central core of our verbal identity—the personality on which our brand is built—while our tone can be flexible and adjust to different situations. Over time and across many different touch points, this consistent voice and associated tones will add up to a significant brand impression.
Attributes
We achieve our brand personality by focusing on three attributes: smart, confident, and connected. Together, these form the basis for how Emory communicates with our audiences, pointing back to our brand pillars and guiding our messaging to be clear and concise. It's helpful to think of our attributes as dials with the option to raise the volume on whichever theme best suits the medium and intended message.
Smart
Being smart is not just about intelligence; it’s also about infusing wisdom, insight, and new ideas into our approach. Be direct without being dull, adding clarity and confidence for a strong point of view.
Confident
We take a stand by bringing clarity to uncertainty and delivering forward-looking guidance. Our confidence doesn’t extend to egoism because we are connected to what we can do for others.
Connected
Our relationships within and beyond Emory unite us, never excluding, always including. Our connected approach ensures we remain mindful that our actions have a larger role in serving humanity.
Dos and Don'ts
How to Be Smart.
- Create new meaning and insight
- Convey complex ideas simply
- Use commonly understood language
- Rely on jargon or overly technical terms
- Sacrifice clarity for simplicity—ensure the message remains engaging and thought-provoking
How to Be Confident.
- Be declarative
- Share well-informed perspectives, leveraging our expertise
- Be argumentative
- Overclaim
- Be arrogant— emphasize collaboration and shared vision over individual knowledge
How to Be Connected.
- Be authentic and human
- Showcase interdisciplinary efforts and collaborative successes
- Get too informal—we remain an institution of excellence
Guidance
How to be smart.
We go beyond surface-level understanding, conveying complex ideas clearly and impactfully. Our focus on innovation extends to the words we choose, creating new meaning that provokes deeper thought and inspires greater action.
Conveying ideas to a wider audience doesn’t mean we dumb things down; instead, our simple, declarative style accentuates a strong sense of vision.
How to be confident.
We see more than others, so we know it’s vital that we share our vision. We make declarative statements with confidence. We speak with authority because our position is backed by evidence. We call on students, faculty, and partners to look ahead, lead, and think in new ways.
Our confidence never feels arrogant because it is always clear that we are sharing our point of view for a greater purpose.
How to be connected.
From health to business, we affect so many different aspects of humanity that it’s natural to draw people together. We identify challenges with empathy. We seek dialogue, listening, and asking questions from diverse perspectives. We collaborate across disciplines and create mutually supportive communities.
Our connectedness isn’t warm and fuzzy. It’s directional and intentional. We know that our role in the world is to solve challenges.
Writing Principles
Have a point of view.
We have the courage to take a stance. We state our opinions clearly and boldly, avoiding equivocation and vague statements.
Say it simply.
Choose simpler words over jargon and avoid unnecessary adjectives. Remember, our audience is diverse, and clarity ensures our message is understood by all.
Less is more.
Overloading the reader with information can dilute our message. Focus on the essentials, making every word count.
Make it actionable.
Use an active voice to highlight Emory’s dynamic role in the academic and global community. Inspire the reader to take action, whether it’s pursuing their passions or giving back to their alma mater.
Avoid puns.
While creativity is encouraged, avoid puns that may detract from our message’s seriousness. Our communications should stand out through their substance and clarity, not through gimmicks.
Don’t brag.
Showcase our strengths and achievements while also highlighting the larger role they play in serving the greater good.