Voice and Tone
Representing Texas A&M through Written CommunicationsInformed by our strategy, our Brand Platform translates internal language into external messaging. Together, these resources give us a framework for telling our story. These resources are designed to help ensure that all of our communications sound consistent, compelling, distinct and authentic.
Strategic Tools For Writing In Our Voice
The Texas A&M University voice is the unique way in which we communicate with our audiences. It’s based in our brand personality, giving us an identifiable and consistent style of speaking, and helps us make a true, emotional connection with all our stakeholders. By choosing our words deliberately and maintaining consistency, we will not only communicate our messages, but we’ll also shape how our audiences will feel about our messages. Use these guidelines to imbue our messaging with greater relevance, meaning and emotion.
This brand narrative is the most distilled creative expression of our brand strategy: the messaging, essence, positioning and personality of Texas A&M. It forms the basis of our verbal vocabulary and guides the tone of all our marketing and communications efforts. Use it as a model for style.
To express the big idea and key themes of our brand, we use a variety of language constructions to create a fuller picture. Choose the appropriate language to underscore the relevant messages and related elements of our brand story.
In the simplest terms, our message is what we say, and our voice and tone are how we say it. This section is designed to help ensure that all of our communications sound consistent, compelling, distinct and authentic.
Other Writing Resources
This Editorial Style Guide is designed to standardize written communication across Texas A&M University.
Quickly look up common questions addressed in our house style guide.
Texas A&M University has many and diverse audiences. While it is most effective to communicate in slightly different ways depending on the audience segment, the way we talk about ourselves as a university should be consistent.