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Recently, the Augsburg College Department of Marketing and Communication produced a document on the college’s “brand voice.” It describes how to write in a way that reflects the tone and character. Whether you are writing for a department website, an email on behalf of the college or one of its departments, or anything else, follow these guidelines. Here is the content of the document in full.<\/p>\n
The brand voice addresses how we convey the Augsburg story in writing, including through theme, word choice, and prose style. Employing a tone and character consistent with the college\u2019s positioning and brand values\u2014and doing so consistently across various media\u2014is as important as selecting the right images and typefaces. As with photo selection and design choices, the appropriate tone and character will vary somewhat based on audience: an \u201cinstitutional\u201d tone may be appropriate when communicating the college\u2019s mission and vision in the broadest sense, which will be different from the tone used in writing for prospective first-year students or alumni audiences.<\/p>\n
Auggies are friendly, genuine, hands-on, adventurous, and smart.<\/strong><\/p>\n 1.\u00a0Friendly<\/strong><\/p>\n What we mean<\/em> 2.\u00a0Genuine<\/strong><\/p>\n What we mean<\/em> 3.\u00a0Adventurous<\/strong><\/p>\n What we mean<\/em> 4.\u00a0Hands-on<\/strong><\/p>\n What we mean<\/em> 5.\u00a0Smart<\/strong><\/p>\n What we mean<\/em> You are free to<\/p>\n But shy away from<\/p>\n Write like this \u2026<\/strong> Not like this \u2026<\/strong>
Welcoming, inclusive, neighborly, accessible, supportive, and helpful, but not overbearing
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How does friendly sound?<\/em>
Conversational, warm, responsive; not lofty, pompous, or overly formal; connecting with people in a personal way<\/span><\/p>\n
Honest, natural, sincere, real, familiar, but not folksy
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How does genuine sound?<\/em>
Write how you would speak; straightforward; don\u2019t use eight words when two will do; simplified language, but not dumbed-down<\/span><\/p>\n
Experimental, at the forefront, innovative, courageous, inventive, bold
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How does adventurous sound?<\/em>
Write with vision; creative and clever, but not goofy; cause excitement and enthusiasm<\/span><\/p>\n
Experiential, discovering, practical, learn by doing; out in the community, service-learning
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How does hands-on sound?<\/em>
Compelling, effective, motivational; soul-searching, but not daydreamers<\/span><\/p>\n
Confident, but not arrogant; intelligent, but not stodgy; clever, but not cynical
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How does smart sound?<\/em>
We like to talk about outcomes, tell success stories; use language that encourages, but doesn\u2019t patronize or confuse<\/span><\/p>\nOkay, so we want to write conversationally, but how far can I go?<\/h2>\n
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Therefore,<\/h3>\n
\nSet in the vibrant Cedar-Riverside neighborhood in the heart of the Twin Cities, Augsburg College offers the benefits of a friendly, close-knit campus in a bustling city. We are proud of being a liberal arts college guided by the faith and values of the Lutheran church and committed to service-learning, intentional diversity, experiential education, and the exploration of vocation.<\/p>\n
\nAugsburg College is a private, coeducational institution of higher education located in Minneapolis, Minn. and bordered by I-94 and Riverside Avenue. It was founded as Augsburg Seminary in 1869. Augsburg College enrolls approximately 3,000 undergraduate students and 800 graduate students. The school is known for its service learning, where volunteering in the community is an instructional strategy.<\/p>\n
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