Speaking our language.
Language has a major impact on how people perceive Case Western Reserve University. The tonality of our language must always reflect the Case Western Reserve brand as an active, engaging, confident, forward-thinking institution. Your words should convey purposeful and thoughtful messages with strong nouns and dynamic verbs, targeted to intellectual audiences.
But, of course, they should convey your department, school or organization鈥檚 unique qualities as well. Determine your voice鈥攐ne that also reflects the university as a whole鈥攁nd use it everywhere you communicate: in print, on billboards, in a tweet or on a website.
Be sure, though, to vary the tone depending on the medium. Think of it this way: You probably wouldn鈥檛 talk to your boss the same way you talk to your best friend鈥攂ut in either instance, you might want to convey the same message鈥攁nd, most importantly, you are being you. You鈥檙e using your voice, but you鈥檙e altering the tone to meet the audience. The same rings true for varying mediums: Writing in a brochure to attract faculty to your program might have a wholly different style than crafting a Facebook post to draw students. But either way, you鈥檙e reflecting what you鈥攁nd the university鈥攔epresent.
And remember, as with everything, there are some basic ground rules for communications. View our editorial style guide to get to know our brand.