91��ý

Just as your personality makes you uniquely you, 91��ý’s brand voice��humanizes our brand and enables us to communicate capably��through all of our written and visual content.��Whether to evoke emotion, promote engagement, or nurture the relationships that matter most, a distinctive brand voice is the way. The power of 91��ý’s brand lies in its ability to��consistently and clearly express our values,��shape stakeholder interactions, and��communicate our story in ways that resonate with our audiences.��Whether it’s by��focusing on respect for people, their cultures of diversity, or stellar customer service,��, , and����are three examples of companies that express��characteristic brand voices.��Articulating 91��ý’s identity, using a��similar��signature approach,��will enable our audiences��to��engage with us in ways that are important to them.��

As I mentioned in a previous post, every touchpoint with 91��ý is a potential connection and every connection is an opportunity for a relationship. Our brand voice—our unique personality and method of sharing our unique story—paves the way for how we will cultivate and nurture these relationships.��As 91��ý begins to roll out a revised and refined brand strategy,��developing��a��brand voice that is consistently recognizable and relatable is the next step. Our voice will facilitate the��improvement of our reputation, our recruitment efforts, and ultimately, our revenue. This first initiative of this multi-year plan will focus on making 91��ý’s brand easy to understand and use so that we can:��

• Increase top-of-mind awareness and 91��ý’s relevance in a crowded marketplace��
• Inspire more affinity and preference for 91��ý
• Infuse 91��ý’s pipeline with new leads and conversions��

A strong brand voice doesn’t just happen. It requires a team with an intimate understanding of our brand to approach the task strategically.��Our Strategic Messaging Workgroup, made up of representatives from MarComm and several units on campus, will embark on this work, creating the following deliverables:

• Unique Value Propositions, proof point library, and editorial themes for the brand
• A brand book outlining 91��ý’s “why” as well as our personality-infused voice and positioning statement
• An editorial style guide and brand voice writing guide with insights and training to empower the 91��ý community��

Providing the guidance and the inspiration, the Strategic Messaging Workgroup will work collaboratively to create powerful and enduring brand messages that are distinctly 91��ý, ensuring a bold, sustainable future for our students, employees, alumni, and communities.