Voice and Tone
How Our Brand SoundsInformed by our strategy, our Brand Platform translates internal language into external messaging. Together, our message and our voice and tone (inspired by our Brand Platform) give us a framework for telling our story.
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. It 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.
The Big Idea of our brand expression works to define who we are and the impact we have. Our brand essence worked well as our Big Idea: Together, We Stand as a Force for Good.
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.
Tactical Tools for Writing In Our Voice
- Editorial Style Guide
This Editorial Style Guide is designed to standardize written communication across Texas A&M University.
- Writing Best Practices
Follow these writing best practices and voice and tone checklist to ensure your writing is on brand.
- Using a Creative Brief
Starting your storytelling projects with a creative brief can help identify audience, messaging and purpose.
- News Writing Guide
The guide will help writers and editors ensure that posted news stories, press releases and other written communications meet university editorial standards.
How to Refer to Texas A&M in Writing
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.
Using Our Names