Tone of Voice

A powerful expression of our brand philosophy is our ‘We activate’ sign-off. This is a two-sentence, open-sourced sign-off line that is used as part of the call-to-action across our communications. This CTA sign-off is compulsory when the word ‘Activate’ or any variation of it (e.g. activating) is not being used as part of a headline statement (See Example 1). There will, of course, be instances of ‘functional’ communication where the CTA is not required e.g. allergy information. Please check with the Brand Team if you are unsure.

Use them to guide your communications.

A brand tone of voice is what we would sound like if we were a person talking. We are a world-leading university, but we also represent a diverse community. By reflecting our identity, we can be authentic, accessible and true.

To get you started, we need to consider our brand personality:

Our personality is driven by our Core Brand Themes:

 
A trusted convener means we talk with openness.

We build meaningful relationships and work with non-traditional partners to make important things happen.

A determined leader means we are ambitious.

Undaunted by the scale of any ask, we create collective pathways to bring together different disciplines and communities who can cultivate real change.

A civic force for good means we are always accountable, inclusive and informed.

Our place in the world makes us an anchor institution for all our communities and we put inclusivity and diversity at the heart of our brand.

A living lab for the future means at all times we are innovative.

We take intelligent risks that are grounded in research, informing and creating solutions.

*It won’t always be possible to cover all aspects of the brand persona but think about which brand theme-oriented approach would work best in delivering your message, involving the reader and inspiring a response.

As a trusted convener, we talk with openness.

Writing with an open tone of voice involves creating an atmosphere of approachability, honesty, and receptiveness in your writing.

Here are 5 tips to help you write with an open tone:

1. Avoid Jargon and Complex Language: Keep your writing simple and easy to understand. Avoid using technical jargon or complex terminology that might alienate or confuse your readers.
2. Use Inclusive Language: Be mindful of using inclusive language that respects all individuals and avoids excluding any group. Use gender-neutral terms when possible and show sensitivity to cultural differences.
3. Acknowledge Different Perspectives: Be open to different viewpoints and acknowledge that there may be multiple valid perspectives on a subject. Show respect for diverse opinions.
4. Be Transparent: Be honest and transparent in your writing. If there are limitations to your knowledge or if you are expressing an opinion, make that clear to your readers.
5. Use “We” and “Us”: Incorporate inclusive pronouns like “we” and “us” to create a sense of unity and togetherness. This helps readers feel like they are part of a shared experience.

Here’s a few quick examples:

Formal Language: “Each student is responsible for bringing his or her student ID to all campus events.”

Inclusive Language: “All students are responsible for bringing their student ID to all campus events.”

Formal Language: “The University offers scholarships for outstanding students.”

Inclusive Language: “The University offers scholarships for outstanding students of all backgrounds.”

A determined leader means we are ambitious.

Writing with an ambitious tone of voice can be a powerful way to inspire, motivate, and captivate your audience.

Here are 5 tips to help you write with an ambitious tone:

1. Set Clear Goals: Start by clearly defining your objectives and what you aim to achieve with your writing.
2. Be Confident: Write with conviction in your ideas and beliefs. Use strong, assertive language to express your points.
3. Use Powerful Language: Choose strong, descriptive words and phrases that evoke emotions and enthusiasm. Use adjectives and adverbs that convey a sense of purpose.
4. Emphasize Positivity: Inspire your readers with hope and possibility. Avoid dwelling on obstacles or negativity; instead, focus on the potential for growth and success.
5. Appeal to Aspirations: Understand your audience’s aspirations and desires, then align your writing with their goals.

Remember, an ambitious tone of voice is not about boasting or arrogance but about inspiring and motivating others to reach for greatness.

Here’s a few quick examples:

Formal Language: “The University’s research initiatives contribute to advancements in various fields.”

Ambitious Language: “Our pioneering research initiatives drive transformative breakthroughs, shaping the future of industries and changing the world for the better.”

Formal Language: “The University emphasizes student success and personal growth.”

Ambitious Language: “Our dedication to student success and personal growth sets the stage for exceptional achievements and life-changing experiences.”

A civic force for good means we are always accountable.

Writing with an accountable tone of voice involves conveying a sense of responsibility, integrity, and consideration for the impact of your words.

Here are 5 tips to help you write with an accountable tone:

1. Be Clear and Accurate: Ensure that your writing is clear and accurate. Verify facts and data before sharing them with your readers. Be transparent about the sources you use.
2. Acknowledge Limitations: Avoid making exaggerated claims or promises that you cannot fulfil.
3. Promote Ethical Practices: encourage your readers to act responsibly in their own endeavours. Demonstrate through your writing that you value honesty, fairness, and respect.
4. Address Social and Environmental Concerns: If relevant to your topic, address social and environmental concerns in a sensitive manner. Show empathy for the challenges faced by others and promote sustainable practices.
5. Encourage Feedback: Welcome feedback from your readers and respond to their comments with openness and appreciation. Be receptive to constructive criticism and use it to improve your writing.

Here’s a few quick examples:

Formal Language: “Students are required to abide by the University’s code of conduct at all times.”

Accountable Language: “Our university fosters a respectful and inclusive community. We expect all students to adhere to our code of conduct, ensuring a safe and welcoming environment for everyone.”

Formal Language: “Our university strives to be an institution of academic excellence, focused on producing top-tier graduates.”

Accountable Language: “At our university, we are committed to providing a quality education that prepares students to excel in their careers and contribute positively to society.”

A living lab for the future which means we are innovative.

Writing with an innovative tone of voice involves fostering creativity, originality, and forward-thinking in your writing.

Here are 5 tips to help you write with an innovative tone:

1. Embrace Creativity: Think outside the box and explore unconventional ideas and approaches. Use your writing to paint vivid new possibilities.
2. Inspire Wonder and Awe: Share fascinating facts or thought-provoking questions to spark curiosity in your readers. Make them see the world from a fresh perspective.
3. Share Innovative Ideas and Solutions: Offer unique insights and propose ground-breaking solutions to problems. Show how innovative ideas can transform the status quo and bring about positive change.
4. Demonstrate Practicality: While being innovative, also demonstrate the practicality and real-world applicability of your ideas. Show that your innovative approach can lead to tangible and valuable outcomes.
5. Be Future-Oriented: Write with an eye on the future. Discuss emerging trends, technologies, and possibilities that have the potential to shape our world positively.

Remember, an innovative tone of voice is about sparking curiosity and inspiring your readers to think differently. It’s about pushing boundaries, celebrating creativity, and igniting a passion for progress.

Here’s a few quick examples:

Formal Language: “The University emphasizes research and innovation.”

Innovative Language: “At the forefront of progress, we thrive on research and innovation, driving change and shaping the future.”

Formal Language: “Our university values creativity and critical thinking.”

Innovative Language: “Elevate your ideas with us. We use the power of creativity and critical minds to reshape the world.”

Visitors to Birmingham will know our city is full of vibrant personalities, rich cultures and accents. As a university, we’re all about sharing knowledge and ensuring that it is understood.

All our communications should be easily read and understood by anyone who comes across them. Whilst it’s important to speak with the University of Birmingham persona, it’s even more important that we keep things as clear as possible. Try to avoid using colloquialisms, jargon, overly technical terminology, idioms, local phrases, acronyms or slang.

 
Instead of: University of Birmingham conducts healthcare research that really packs a punch.

Try: At the University of Birmingham, we’re Improving global access to healthcare for those who need it most.

First and foremost, plain English is easily comprehensible, allowing complex ideas to be conveyed in a clear and straightforward manner. By using simple language, writers can avoid confusion, ensuring that their message is not lost in a sea of jargon or convoluted expressions.

This clarity is especially crucial when communicating with a diverse audience, including those with limited English proficiency or individuals who may not be familiar with technical terms. When information is presented in plain English, it becomes more inclusive, breaking down barriers to comprehension and making it easier for everyone to grasp the intended message.

Now you have an idea about our personality and values, try to make sure our tone of voice feels and sounds – authentically ‘us’.

It informs how we communicate to our audiences across every platform, from social media to radio, prospectuses to podcasts.

So, to make sure you’ve captured that authenticity when you’re communicating as the University of Birmingham, imagine if these walls could talk.

Once you’ve got the first draft down, ask yourself, “Would Birmingham say that?”

A compelling sign-off is our way of leaving a lasting impression with the reader or audience member. It can exist alongside a call to action (CTA) if we are trying to encourage further engagement or action, or without, if we are simply trying to convey an important message or piece of information.

It will generally consist of the same 4-word structure, as below;

We xxxxxxxxx (relevant verb present tense). We activate.

The relevant verb we choose in the first part of the structure should relate to the communication in which the structure is being employed.

Here is an example:

We evolve. We activate.

Here is an example:

Request an undergraduate prospectus
and find out what opportunities await
at the University of Birmingham.

We inspire. We activate.

Writing long-form copy follows the same structure and rules as we’ve seen in the short-copy examples above.

We are active in the world of education, research and innovation so we want to make a statement that shows exactly that. Don’t be afraid to make a big statement but say it subtly. We’re not doing what we do to garner attention, clicks or views. We’re doing it because it’s who we are.

Here is your chance to develop the topic in more detail. Use subheadings to break up the content if it becomes too text heavy. People don’t always have time to read the fine detail, so making an article scannable is advisable. Where possible, write in a clear conversational style and don’t be afraid to include appropriate images or infographics to make content more visually appealing and easier to digest.

*See PHOTOGRAPHY section of Brand Portal for more info on choosing imagery.

Provide valuable insights, actionable tips, or educational information that addresses the audience’s needs and adds genuine value. Our readers will be hungry for more information about what we’re doing and how they can get involved, so providing a clear call-to-action is a great way to keep readers engaged.

The download link below contains long form copy examples that utilise the structure above.

The download file below includes the following formats:

• DOCX

This is the University of Birmingham House Style Guide. Sometimes, writing rules are stylistic and as such, can be open to interpretation. The way we’ve explained the rules below, however, is the correct format to use when writing as the University of Birmingham, so please always try to do the same.

The download file below includes the following formats:

• DOCX