Voice and Tone
NC State speaks with a strong, singular voice. Here's how to howl along with the Wolfpack every time you write on behalf of the university.
Expressing the Brand
The NC State brand is the sum impression we make in the hearts and minds of our audience, shaped by everything they’ve read and heard about us. Written communication — whether through web copy, social media posts, email, news stories, fundraising appeals or other avenues — is one of the primary methods for expressing our brand. That’s why it’s important to follow brand guidelines for voice and tone.
- Voice expresses our organization’s unique character, based on the enduring traits that consistently differentiate us from our peers and competitors.
- Tone reveals your unit’s current attitude toward the audience you’re addressing or the topic you’re communicating about.
While tone can and should change to suit the specific occasion, the university’s voice should never waver. Across all our communications and every channel, NC State speaks with the same voice, which is defined by the traits of our brand personality:
- Inventive
- Driven
- Collaborative
- Supportive
- Confident
Below, you’ll find suggestions on what to do — and what not to do — when adopting NC State’s voice. For more guidance, consult our brand platform.
Inventive
We spark new ideas, rethink the familiar and find fresh ways to move forward.
Convey excitement about knowledge and eagerness to share it. Present cutting-edge research and technology as the norm at NC State. Consider that “inventive” implies resourcefulness: The Wolfpack excels at devising solutions under constraints or pressures. Portray us as curious and creative.
Don’t be tentative about new possibilities. Never suggest a problem is insoluble. Avoid academic or business jargon, and take the time and care to explain technical language or terms of art. Be wary of buzzwords and bandwagons; NC State pursues lasting solutions, not the latest trends.
Driven
We take problems in hand and tackle them with determination and resilience.
Write with conviction. Focus on achievements and outcomes. Highlight the “why” behind our work: What motivated us to tackle this challenge? What was at stake? Connect intentions to actions to results. Explain how we got here and where we’re headed next, no matter what stands in our way.
Don’t shy away from challenging or complex subjects. Avoid depicting the university or its people as aimless or overwhelmed, except as part of a hero’s journey or redemption arc. Don’t present a problem without proposing a possible solution. Never show the Wolfpack despairing or giving up.
Collaborative
We forge connections, combine our strengths and share the results of our work.
Demonstrate that the Wolfpack loves working together and joining forces with others. Emphasize shared goals and mutual benefits. Highlight partnerships and cooperative efforts. Where feasible, acknowledge everyone’s contribution to an effort. Use communal language: “we,” “our,” “together.”
Don’t harp on individual accomplishments. Even when one person excels, explain how others inspired them. Never fail to credit internal or external partners. Avoid depicting the Wolfpack as selfish or self-congratulatory. Don’t allow university rivalries to become mean-spirited.
Supportive
We help people achieve their potential, and we serve communities near and far.
Show how NC State is a caring and reliable presence in people’s lives. Highlight the resources and services we provide. Try to anticipate your audience’s needs and offer helpful information. Encourage people’s ambitions and explain how they can realize them, step by step.
Don’t be condescending or didactic. NC State helps people reach their goals, but we don’t define or limit their horizons. Never come across as dismissive or unfeeling. Avoid idioms, in-group references or other language that could alienate a reader. Never portray NC State as haughty or exclusive.
Confident
We welcome challenges, learn from setbacks and insist our best is yet to come.
Present NC State as calm, credible and ready to lead. Use plain, uncomplicated language and rely on simple sentences. Strike out unnecessary adjectives and adverbs. State your claims clearly. Convey justifiable pride in the Wolfpack community. Always end with optimism.
Don’t portray NC State as passive, hesitant or fearful. Avoid hedging language, needless qualifiers and vague conclusions. Never leave your audience less hopeful than you found them. And don’t be afraid to be playful: NC State is easygoing and self-assured, and we can make (or take!) a joke.
