Crafting a Strategic Voice and Tone for NC State Branding
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How to Use a Strategic Voice and Tone
When Writing for NC State
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1.
The set of guidelines an entity uses to define the way it
communicates
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b
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1.
The set of guidelines an entity uses to define the way it
communicates
2.
The way an entity is perceived by others (also called
“reputation”)
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a
“
b
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1.
The set of guidelines an entity uses to define the way it
communicates
2.
The way an entity is perceived by others, also called
“reputation”
•
The point of a brand is to use meaning No. 1 to influence
meaning No. 2 so that the two senses of “brand” merge
into one
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Reflects the institution’s “personality”
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Reflects the institution’s “personality”
•
Distinguishes you from other institutions
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•
Reflects the institution’s “personality”
•
Distinguishes you from other institutions
•
Relatively stable over time
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Examples of tones a piece could have:
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Examples of tones a piece could have:
•
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The same voice strikes different tones for different
occasions:
T
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e
The same voice strikes different tones for different
occasions:
•
Fundraising letter to donors
T
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e
The same voice strikes different tones for different
occasions:
•
Fundraising letter to donors
•
In memoriam for deceased student
T
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e
The same voice strikes different tones for different
occasions:
•
Fundraising letter to donors
•
In memoriam for deceased student
•
Web copy touting positive economic impact
T
o
n
e
The same voice strikes different tones for different
occasions:
•
Fundraising letter to donors
•
In memoriam for deceased student
•
Web copy touting positive economic impact
•
Magazine article about research innovations
T
o
n
e
The same voice strikes different tones for different
occasions:
•
Fundraising letter to donors
•
In memoriam for deceased student
•
Web copy touting positive economic impact
•
Magazine article about research innovations
•
News story promoting upcoming arts event
T
o
n
e
The same voice strikes different tones for different
occasions:
•
Fundraising letter to donors
•
In memoriam for deceased student
•
Web copy touting positive economic impact
•
Magazine article about research innovations
•
News story promoting upcoming arts event
•
Leadership response to campus crisis
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Shaped to fit the specific occasion
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Shaped to fit the specific occasion
•
Varies from piece to piece
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Plank vs. ?
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Large vs. ?
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Cheap vs. ?
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Run vs. ?
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Donor vs. ?
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Discovery vs. ?
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Leading vs. ?
•
Make vs. ?
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•
NC State is a preeminent university.
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•
NC State is a preeminent university.
•
NC State is a preeminent public research university.
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•
NC State is a preeminent university.
•
NC State is a preeminent public research university.
•
NC State is a preeminent public research university with
10 colleges comprising all major academic fields.
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•
NC State is a preeminent public research university with
10 colleges comprising all major academic fields and a
cooperative extension service that provides evidence-
based assistance to citizens in all 100 North Carolina
counties and the Eastern Band of Cherokee Indians.
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.
•
Farmers turn to NC State when they need help
responding to the effects of climate change.
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.
•
Farmers turn to NC State when they need help
responding to the effects of climate change.
•
When farmers need help responding to the effects of
climate change, they turn to NC State.
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•
Let brand personality determine the voice.
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Let brand personality determine the voice.
•
Let the occasion determine the tone.
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•
Let brand personality determine the voice.
•
Let the occasion determine the tone.
•
Create the voice and shape the tone through diction,
sentence complexity/length and syntax.
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Developing a cohesive voice and tone is essential for effective communication when writing for NC State. A brand defines how an entity communicates and is perceived, influencing reputation. Discover the significance of brand guidelines, voice, and brand personality traits in reflecting the institution's identity and distinguishing it from others. Embrace the courage, innovation, intellect, and purpose encapsulated in the NC State brand personality to create a lasting impression.
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Presentation Transcript
Its Both What You Say and How You Say It How to Use a Strategic Voice and Tone When Writing for NC State
What is a brand? 1. The set of guidelines an entity uses to define the way it communicates
What is a brand? 1. The set of guidelines an entity uses to define the way it communicates 2. The way an entity is perceived by others (also called reputation )
What is a brand? 1. The set of guidelines an entity uses to define the way it communicates 2. The way an entity is perceived by others, also called reputation The point of a brand is to use meaning No. 1 to influence meaning No. 2 so that the two senses of brand merge into one
NC State Brand Guidelines brand.ncsu.edu
Voice Reflects the institution s personality
Brand Personality A set of human personality traits associated with the NC State brand
Brand Personality A set of human personality traits associated with the NC State brand Courageous Innovative Intellectual Purposeful
Voice Reflects the institution s personality Distinguishes you from other institutions
Voice Reflects the institution s personality Distinguishes you from other institutions Relatively stable over time
Tone Reveals your attitude toward the topic and/or the reader
Tone Reveals your attitude toward the topic and/or the reader Examples of tones a piece could have:
Tone Reveals your attitude toward the topic and/or the reader Examples of tones a piece could have: Happy (exuberant, joyous) Confident (authoritative, assured) Sad (mournful, elegiac) Compassionate (comforting, nurturing)
Tone The same voice strikes different tones for different occasions:
Tone The same voice strikes different tones for different occasions: Fundraising letter to donors
Tone The same voice strikes different tones for different occasions: Fundraising letter to donors In memoriam for deceased student
Tone The same voice strikes different tones for different occasions: Fundraising letter to donors In memoriam for deceased student Web copy touting positive economic impact
Tone The same voice strikes different tones for different occasions: Fundraising letter to donors In memoriam for deceased student Web copy touting positive economic impact Magazine article about research innovations
Tone The same voice strikes different tones for different occasions: Fundraising letter to donors In memoriam for deceased student Web copy touting positive economic impact Magazine article about research innovations News story promoting upcoming arts event
Tone The same voice strikes different tones for different occasions: Fundraising letter to donors In memoriam for deceased student Web copy touting positive economic impact Magazine article about research innovations News story promoting upcoming arts event Leadership response to campus crisis
Tone Reveals your attitude toward the topic and/or the reader Shaped to fit the specific occasion
Tone Reveals your attitude toward the topic and/or the reader Shaped to fit the specific occasion Varies from piece to piece
Voice and Tone Voice is who you are all the time. Tone is how you feel right now.
Building Blocks of Voice and Tone Diction (word choice)
Building Blocks of Voice and Tone Diction (word choice) Plank vs. ? Large vs. ? Cheap vs. ? Run vs. ?
Building Blocks of Voice and Tone Diction (word choice) Donor vs. ? Discovery vs. ? Leading vs. ? Make vs. ?
Building Blocks of Voice and Tone Diction (word choice) We bring groundbreaking innovations to the marketplace.
Building Blocks of Voice and Tone Diction (word choice) We bring groundbreaking innovations to the marketplace. We push groundbreaking innovations to the marketplace.
Building Blocks of Voice and Tone Diction (word choice) We bring groundbreaking innovations to the marketplace. We push groundbreaking innovations to the marketplace. We drive groundbreaking innovations to the marketplace.
Building Blocks of Voice and Tone Sentence complexity/length
Building Blocks of Voice and Tone Sentence complexity/length NC State is a preeminent university.
Building Blocks of Voice and Tone Sentence complexity/length NC State is a preeminent university. NC State is a preeminent public research university.
Building Blocks of Voice and Tone Sentence complexity/length NC State is a preeminent university. NC State is a preeminent public research university. NC State is a preeminent public research university with 10 colleges comprising all major academic fields.
Building Blocks of Voice and Tone Sentence complexity/length NC State is a preeminent public research university with 10 colleges comprising all major academic fields and a cooperative extension service that provides evidence- based assistance to citizens in all 100 North Carolina counties and the Eastern Band of Cherokee Indians.
Building Blocks of Voice and Tone Syntax (word arrangement)
Building Blocks of Voice and Tone Syntax (word arrangement) Whatever comes at the end of a sentence is emphasized.
Building Blocks of Voice and Tone Syntax (word arrangement) Whatever comes at the end of a sentence is emphasized. Farmers turn to NC State when they need help responding to the effects of climate change.
Building Blocks of Voice and Tone Syntax (word arrangement) Whatever comes at the end of a sentence is emphasized. Farmers turn to NC State when they need help responding to the effects of climate change. When farmers need help responding to the effects of climate change, they turn to NC State.
How to Use a Strategic Voice and Tone Let brand personality determine the voice.
How to Use a Strategic Voice and Tone Let brand personality determine the voice. Let the occasion determine the tone.
How to Use a Strategic Voice and Tone Let brand personality determine the voice. Let the occasion determine the tone. Create the voice and shape the tone through diction, sentence complexity/length and syntax.
Strunk and White's Rule No. 17 Vigorous writing is concise. A sentence should contain no unnecessary words, a paragraph no unnecessary sentences, for the same reason that a drawing should have no unnecessary lines and a machine no unnecessary parts. This requires not that the writer make all his sentences short, or that he avoid all detail and treat his subjects only in outline, but that every word tell. Many expressions in common use violate this principle. William Strunk Jr. and E.B. White, The Elements of Style
Brent Winter bhwinter@ncsu.edu
