Our tone of voice
Our tone of voice guidance provides a single reference point for our organisational voice.
Overview
This is your guide to sharing who we are with the world.
A single reference point for all departments, teams and individuals who write for the University. When writing on behalf of other people, the tone of voice used may be more personal and reflective of their individual style. It expands on our current communications framework 鈥 expanding on the promise of 鈥楶owerful deeds, confidently delivered鈥.
Its purpose is not to restrict you鈥
These are not rules. They鈥檙e general principles, so apply some or all of them depending on your knowledge of the audience, channel and context.
鈥 but to set you free.
Ultimately, this is to help you write about the same stuff, for the same audiences, day in and day out without drying up. To share information in a way that people will engage with. To make every department and faculty sound like part of the same brand.
This is who we are. A brand woven together with a city.
The cool and the quirky, the creativity and the character, the green and the grey: it鈥檚 the unique Sheff-ness that keeps people here long after they graduate. It鈥檚 part of us, it defines us, and we embrace it.
In short, our brand voice is鈥
Heart and steel
Brand voice 鈥 in brief
Heart and steel
We are inspiring, ambitious and inclusive.
We speak with genuine emotion, and show people they belong.
We are confident and collaborative.
We know exactly who we are and the value of working together.
Raise people up
Our 鈥榩owerful deeds鈥 are powerful because of the people behind them.
- Let people speak for us wherever possible.
- Use real quotes, not made up or polished versions.
- Authentic emotions only. If you're writing on behalf of someone else, bring in their distinctive voice.
- Try not to lead with facts alone. Include real-world human impact.
Bring people in
Our audiences should see themselves in our writing.
- Lead with what鈥檚 important to your audience.
- Show people they belong. Write inclusively.
- Diversity means representation. Hand over the mic at every opportunity.
Be bold and be 葫芦影业 to the core
Confidence is being comfortable with who we are.
- Don鈥檛 rely solely on adjectives. Back them up with proof.
- Celebrate our achievements. And do it with confidence.
- Be proud of our differences. Instead of glossing over, embrace the rough edges.
- It鈥檚 ok to joke. Seriously.
Forge strong bonds
Build close relationships using words as well as actions.
- Nothing is accomplished alone. Highlight everyone鈥檚 contribution.
- Be transparent about decision-making, and signpost a channel for feedback.
- Own our actions. How we treat a negative situation speaks volumes about us.
- Speak as part of the University first, faculty or department second.
Brand voice 鈥 in detail
Heart means鈥
Speak with genuine emotion, and show people they belong.
1. Inspirational writing - Raise people up
Our 鈥榩owerful deeds鈥 are powerful because of the passion and creativity of the people behind them 鈥 how they change their lives and the lives of others.
Whether it鈥檚 the personal commitment of the team behind a piece of research, or the students who鈥檒l enjoy activities, we bring them to the top of every communication.
Always remember, people are inspired by other people.
Let people speak for us
Our staff and students make the best ambassadors, so bring them to the fore wherever you can 鈥 including a quote, a name and appropriate pronoun.
Before and after example
Before
"Big Walk 2022 - Thank you to all involved in this year's fundraising event
From providing catering to volunteering and walking on the day, thank you to everyone who made this year鈥檚 event the biggest Big Walk yet.
Thank you to all of our colleagues and friends for helping organise and oversee the Big Walk event, and the inspiring walkers who took part in the 30km and 50km challenges on the day.
With almost 400 walkers, of which over half were university staff, this year鈥檚 event has been the largest so far, helping us raise an amazing 拢73,000 for Genetic Disease Research.
Thank you to everyone who has helped us accomplish this fundraising achievement through their donations and activities. The amount raised will allow our University to develop new gene therapy treatments for people with devastating genetic conditions, from rare diseases that affect children to MND and dementia.
Sarah Barnes, Fundraising Officer and Big Walk Event Lead, said: 鈥淎fter many months of planning and hard work, I feel so proud to have seen the Big Walk come to life! As the lead for this year's event, I've been overwhelmed by the support received from University staff, participants, volunteers and suppliers."
- Focuses on the volunteers
- Gets the message across
- Supports with a quote
- Feels like an external press release.
After
"Big Walk 2022: you did it!
This year鈥檚 Big Walk event in aid of Genetic Disease Research was the biggest ever 鈥 helping to raise an amazing 拢73,000.
Fundraising Officer and Big Walk Event Lead, Sarah Barnes, said the team were overwhelmed with support.
鈥淭o every colleague and friend who helped organise the Big Walk event, and the inspiring walkers who took part in the 30km and 50km challenges on the day: thank you!鈥
鈥淲e鈥檝e been inundated with offers of help from University staff, participants, volunteers and suppliers this year. It鈥檚 been months of planning and hard work, and every minute was worth it.鈥
The funds raised will help the University to develop new gene therapy treatments for people with genetic diseases鈥"
- Focuses on the achievement
- Brings the quote in sooner to emphasise the contribution of volunteers
- Using a quote delivers the message and so reduces word count.
Keep it real
No polished quotes or highly edited testimony 鈥 it kind of misses the point.
Before and after example
Before
鈥淏eing an AI and Computer Science student, I have been able to take full advantage of the cutting edge facilities at 葫芦影业 that enable learning to be delivered efficiently and in an engaging manner by experts in the field.鈥
- Very polished.
- Delivers all key messages.
- Too 鈥榩erfect鈥 to be real.
After
鈥淭his is a time when concepts that used to feel like science fiction are all of sudden becoming part of our real lives. Things move fast, so I鈥檓 made up to be studying here because we鈥檙e at the very leading edge of that.鈥
- Written verbatim, with minimal editing.
- Imperfect, human and so more relatable.
- Conveys the same meaning.
Authentic emotions only.
People connect to people, so resist the urge to edit emotions out of stories. If you're writing on behalf of someone else, make sure to reflect their own distinctive voice to ensure authenticity.
Before and after example
Before
"Our excellent MA students launch their #OurKidsCount campaign in the @葫芦影业Star today, shining a light on 葫芦影业鈥檚 growing child poverty crisis."
- Focuses on student excellence
- Subject of campaign is secondary
After
鈥"People are suffering in silence. We have to do something.鈥 See how you can help children living in poverty 鈥 read about our MA students鈥 #OurKidsCount campaign in today鈥檚 @葫芦影业Star"
- Puts the focus on the impact, the human story
- Still talks about the student excellence
- Amplifies the campaign
Them not us
What matters is our audience鈥檚 emotional response, not how we feel. Focus on sharing the good news, and let people decide for themselves.
Before and after example
Before
"The Department of Sociological Studies is delighted to announce a new annual lecture 'Big Ideas in Social Policy'. "
- Our 鈥榝eelings鈥 come first.
- Focus is on the department.
After
"Join us this Thursday for the inaugural 鈥楤ig Ideas in Social Policy鈥 lecture 鈥 delivered by four of the UK鈥檚 leading thinkers in the field."
- A clear call to action.
- Leads with the time/name of the event.
- Spells out the reason people should attend.
Try not to lead with facts alone.
Facts are the quickest way to show measurable achievement. However they can feel cold and cut off from human impact. Wherever possible, support your facts with information on the real world benefit, too.
Before and after example
Before
"92 per cent of research and its real-world impact at the University of 葫芦影业 has been rated as world-leading or internationally excellent"
- Leads with the fact.
- Focuses on the score.
After
"Research that changes lives: see why 92% of our academic research has been rated 鈥榠nternationally excellent鈥 for its impact."
- Leads with the impact.
- Makes it active.
- Builds the fact into context.
2. Inclusive writing - Bring people in
Championing an inclusive and diverse community means our audiences see themselves represented in our writing.
When we write, we do so with a deliberate, conscious use of language that comes from truly considering your audience.
As a progressive university, it鈥檚 our responsibility to ensure that people feel they belong here
Make them the focus
Earn your audience鈥檚 trust, their time and their continued attention by leading with what鈥檚 important to them.
Before and after example
Before
"PhD study at the University of 葫芦影业
We're committed to supporting you throughout your entire research journey, to inspire and nurture you to do the research you want to do."
- Leads with 鈥榳e鈥.
- The focus is on the university.
After
"Your PhD research
Studying for your PhD at 葫芦影业 is a personal research journey 鈥 supported by a close community always ready to offer energy and inspiration when you need it."
- Starts with them.
- Talks about their experience.
- Key message about community.
Show us we all belong
Being inclusive of gender, background, beliefs, mental health challenges, abilities and ways of living鈥 might sound like a lot. Like everything that improves our writing, it begins with learning about our audience.
Golden rules
- Use only acronyms that have been adopted by the groups about which you鈥檙e writing, e.g LGBT+ or BIPOC. Do so sparingly.
- Never make assumptions about your audience.
- Check, check and check again.
These are only the basics.
Inclusivity comes from greater understanding. These guidelines are just some of the basics. For more information and guidance, please begin by exploring the following resources:
Being inclusive of gender, sex and sexuality
- Stick to gender-neutral pronouns like 鈥榯hey鈥 unless told otherwise.
- Avoid gendered nouns in general:
- firefighter not fireman
- partner not husband or wife
- machine-or-handmade, not man-made.
Writing about culture, race, ethnicity and nationality
- Avoid acronyms like 鈥楤AME鈥, they can 鈥榦ther鈥 people who are more properly referred to as British: e.g. 鈥淯niversity of 葫芦影业 welcomes applicants from all ethnic backgrounds,鈥 rather than, 鈥淲e welcome applicants from BAME backgrounds.鈥
- As a rule, always use the preferred name of a group or nation.
Writing for non-native speakers
- Write in plain English, as much as possible.
- Use your experience to know whether a regional phrase will help connect or obscure. In longer pieces, include a glossary for local/regional terms.
- Use information architecture that is scannable, with sub headers and bullet points.
Writing about disabilities
- Never use ableist language e.g. dumb, lame, falls on deaf ears, they鈥檙e blind to the fact, etc.
- Be detailed and add descriptions for hyperlinks for screen reader use, and accurate alt text for accessibility.
- Learn or ask the preference for identity-first or person-first language. When you can鈥檛 ask, using person-first language, e.g. a person with epilepsy, instead of 鈥榚pileptic person鈥.
Writing about mental health challenges
- Mental health challenges aren鈥檛 metaphors for other challenges e.g. saying you鈥檙e depressed about something if you mean you鈥檙e upset.
- Don鈥檛 use mental health challenges as synonyms e.g. when people say 鈥淚鈥檓 a bit OCD,鈥 when they mean meticulous.
- People-first language is most commonly preferred among individuals with mental health conditions, but always ask when possible.
Give everyone a platform
Diversity can鈥檛 happen if we only ever hear from 鈥 and so represent 鈥 the same groups or individuals.
Change looks like鈥
- Giving everyone their chance at the mic, the Twitter takeover, the reins of the podcast.
- Inviting different perspectives, creating channels for different groups to engage.
- Tailoring content instead of assuming one size fits all.
Steel means鈥
Speak with a confidence that comes from knowing exactly who we are, what we stand for and what we can achieve when we work together.
3. Writing with confidence - Be 葫芦影业 to the core
We define confidence as being comfortable with who we are: our strengths and our differences.
When we write, we do it with our values in mind. We stand up for what we believe in, and we are not shy about our achievements. We鈥檙e proud of our ambition, of striving for excellence 鈥 and achieving it.
We are, and always will be, guided by our values:
We are ambitious and strive for excellence in all that we do.
We believe in collaborative working.
We champion an inclusive and diverse community.
We are responsible - for our people and the wider world.
We are open and transparent about the decisions we make.
Our home city defines us. We are the University of 葫芦影业. One of the original Russell Group universities. Seek out, highlight, and embrace the qualities that make us different.
Say it and show it, too.
Being confident in our offer means using bold language. However, adjective-packed copy can feel empty if it鈥檚 not backed up with proof. Remember to substantiate your messages.
Before and after example
Before
"Our innovative degrees are taught by world-class experts from across the social sciences faculty. Our research addresses the major challenges facing society which enhances our teaching."
- Delivers core messages clearly.
- Starts with us, not them.
- Multiple adjectives.
- Uses the passive voice.
After
"Join us on the front line of society鈥檚 major challenges. From the UK鈥檚 housing crisis to global climate change 鈥 you鈥檒l spend your time exploring solutions with internationally-recognised academics."
- Phrased as an active call to participate.
- Focuses on the experience.
- Hints at the innovative course content.
- Injects a sense of energy/鈥榥owness鈥.
Celebrate our achievements.
Get comfortable with sharing our achievements. Tell the world how amazing we are. And be bold about it.
Example
Option 1
"We鈥檙e Whatuni Student Choice Awards Best SU 2022!"
- Exclamation point feels like excitable shouting.
- Focuses on the award 鈥榯itle鈥.
Option 2
"Voted #1 by the people who matter. You."
- Shorter, matter of fact.
- Brings in the importance of the reader.
Be proud of our differences.
We warm to brands and people who are authentically imperfect. Embrace the rough edges, distinctive places, names, characters, customs. They鈥檙e what make us, us.
Example
Perfect
"We're honoured to host a heritage plaque, unveiled today, to commemorate Ethel Haythornthwaite. Ethel was born in a house where our Endcliffe student village now stands and went on to become a key figure in establishing the Peak District as the UK鈥檚 first national park. (1/4)"
- Starts with us.
- Focuses on our heritage.
- Feels very polished.
Authentic
"Haythornthwaite believed everyone deserves access to nature. Thanks to her work, 葫芦影业 has gone from grime to green in 100 years. We hope this heritage plaque helps inspire a new generation of environmental campaigners."
- Acknowledges the imperfect history of the city.
- Focuses on local heritage.
- Makes it relevant to today.
It鈥檚 ok to joke
Humour is a powerful method of delivering a message. Gentle, wry, sometimes irreverent 鈥 think of it as a smile running through your work, another expression of our confidence.
How to be funny (an incomplete guide)
- Trust your instincts for what鈥檚 funny and appropriate for your audience.
- If jokes aren鈥檛 your thing, that鈥檚 ok 鈥 it鈥檚 not compulsory.
- Jokes that 鈥榩unch down鈥 are never ok (see section 2).
- Puns, wordplay, contractions and slang are all fine, providing they don鈥檛 obscure the message for your audience.
- If you鈥檙e not certain, run it past your team.
Here鈥檚 an example from our Twitter. Not LOL, just a cheeky little reference to the work that鈥檚 funny and makes us want to read more.
4. Collaborative writing - Forge strong bonds
We speak as one community. Everything we achieve, we achieve together. Our successes and failures are shared.
We鈥檙e an institution that thrives on collaboration. So we build close relationships with words as well as actions.
Credit where it鈥檚 due
Whether talking about an event, a piece of research or international collaboration, we talk about everyone鈥檚 contribution.
Dos and don'ts
Do
- Remember innovations, awards, discoveries and events are rarely the work of one person.
- Namecheck the whole team, our partners, and their contribution.
- Talk about the process as well as the results.
- Find the human story behind the collaboration.
Don't
- Just talk about results and facts.
- Mention only the spokesperson or lead researcher.
- Focus solely on the University鈥檚 achievements when talking about collaboration.
Invite a dialogue
The purpose of our brand comms is to build a long term relationship with our audiences. Not to broadcast, so try to:
- Be transparent about decision-making.
- If you don鈥檛 know something, say so.
- Invite feedback whenever possible.
- Give people a way to respond, a time to check back, a way to communicate with you.
Own our actions
How we treat a negative situation speaks volumes about us. Every interaction is an opportunity for us to build our brand, and live our values.
Remember:
- Succeed or fail, we take responsibility for our actions.
- We share the details, and what we鈥檝e learned.
- We don鈥檛 hide behind vague language.
Speak as one
Finally: whatever department or event you鈥檙e writing for, remember to write as University first, department second.