Voice
Your writing voice can consist of the words you choose to use, the way you write a sentence, the turns of phrase you use or how you structure an argument. Your voice is the fingerprint you leave on your writing so it can be identified as yours. In general, use active voice when the subject of a sentence performs the verb’s action. In passive voice, the subject is acted upon by the verb. Passive voice has its place but should be used sparingly.
Example of active voice — The professor taught students how to code.
Example of passive voice — Students were taught how to code by the professor.
The University’s voice consists of the aspects of our brand that don’t change. The University of Lethbridge voice can be described as follows:
- confident but not arrogant
- personal and conversational while being professional
- smart but not pedantic
- enthusiastic and visionary yet real
- inspirational but not fluffy
Our brand voice includes the following elements:
- We are creative, pushing boundaries with new items, methods and activities.
- We are supportive and provide the encouragement, direction and services people need to succeed.
- We are engaging and find learning exciting and our excitement is contagious.
- We are approachable and make complex subjects more accessible and interesting.
- We are emergent, always moving and growing by expanding what we do well.
Tone
Your writing tone changes based on your audience. The University’s audiences can be segmented as follows:
Prospective students in high school — members of this audience are between 15 and 18 years old. The writing tone should be a little more fun, enthusiastic and celebratory while still being professional. Be wary of trying to appear cool. This is a tough and cynical crowd.
Parents and influencers — keep in mind members of this audience are entrusting us with their child and making a significant financial investment. Your writing tone needs to be professional, personal, and supportive. Writing needs to address educational quality and outcomes.
Current students — writing for this audience needs to be personal, supportive, and encouraging.
Alumni — alumni have invested their time and money with us. They are familiar with us and communications need to generate pride, show quality, and build community.
Donors — the writing tone will change depending on the type of donor being addressed. Whether you’re speaking to a corporation or someone looking to make a planned gift, it’s key to show the U of L is an excellent investment. Be personal and professional.
External audience — your writing tone will need to adapt to the particular segment of this audience being addressed, whether a local, provincial, national, or international audience.