Voice and Tone

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’s unique qualities as well. Determine your voice—one that also reflects the university as a whole—and 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’t talk to your boss the same way you talk to your best friend—but in either instance, you might want to convey the same message—and, most importantly, you are being you. You’re using your voice, but you’re 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’re reflecting what you—and the university—represent.

And remember, as with everything, there are some basic ground rules for communications. View our editorial style guide to get to know our brand.