Overview & Tonality
National Louis University
Messaging
Messaging Overview
Tonality
Adhering to messaging guidelines helps establish consistency when multiple writers are creating materials. Additionally, it eliminates the need to start from scratch when a new project is undertaken. NLU’s brand voice is important because it’s a reflection of NLU. Even when tailoring messaging to a particular audience (e.g., prospective students vs. corporate partners), college (e.g., the National College of Education vs. Kendall College) or channel (e.g., a social media post vs. a print brochure), the tone of the overarching brand voice should shine through.
The tone of NLU’s brand voice should reflect the personality underpinned by our Brand Blueprint (see pg. 8). Messaging should always be earnest, welcoming and proudly untraditional. It should empathize with modern college students and the unique challenges they face, but it should also respect their intelligence, ambition and potential. NLU does not provide the exclusive, cookie-cutter education that many associate with traditional universities, and that’s something to be proud of. The brand voice should reflect that pride.
55
Powered by FlippingBook