Our language style and tone of voice are the elements that make up our personal brand voice. The following are guidelines for how CMU’s brand communications should be written. By applying these principles, you ensure our language style reflects our brand identity, engages our audience effectively and brings consistency across mediums.
Active Voice
Prefer the active voice over the passive voice for clarity and directness in communication.
Clarity & Simplicity
Prioritize clarity and simplicity in language, avoiding unnecessary complexity or verbosity. Use straightforward language to convey messages effectively, particularly on short-format communications.
Engage & Connect
Aim to engage and connect with the audience through relatable language and storytelling, fostering a sense of connection and belonging, particularly on longformat communications.
Authenticity
Strive for authenticity in all written communication, reflecting CMU’s genuine commitment to our community and values.
Tone of Voice
Ensure communications use the appropriate brand tone, defined in the previous section.
Avoid Higher Ed Jargon
Steer clear of higher education jargon, clichés and tropes, opting instead for clear, concise language that resonates with a wide audience.