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So on Brand:Voice and Tone

In all that we say and do, our voice and tone are consistent.

Our voice is motivating, personable and accessible, our tone upbeat and energetic. Think of it this way, if our brand was a playlist, you’d listen to it during an intense training session that culminates in a run up the stairs of the Tsongas Center, fists pumping in victory. We don’t put on airs, but we speak confidently about ourselves, our dreams and our accomplishments. We are unapologetic and are always making big strides toward a future full of opportunity.

Writing Tips and Best Practices

Talk Like a Human

We pride ourselves on being accessible to all, so our messages should be easy to understand and navigate. To make sure your writing reflects how we speak, read your writing aloud, and check for rhythm and flow.

Focus on One Thing

Emphasize a single message and highlight why it’s compelling. If you include a long list of messages, your audience will either fail to retain what they’ve read or stop reading altogether.

Make Numbers Relatable

Statistics and rankings aren’t the full story: They exist to help build momentum and drive the point home. The numbers can support our message, but they should never take its place.

Inspire Action

If you want your readers to take action, be clear and direct: read further, explore campus, learn more about our programs. Whatever the task, steer them down an unmistakable path for what to do next.