Messaging

Writing Style

Key Strategic Brand Messages

Guidelines

Boilerplate

Institutional Style Guide

Writing Style

Our brand is more than what we say; it’s how we say it. Below are the positioning and strategy behind the words we use, as well as key messages and sample copy. When we unite our voice, we maximize the impact of our message.

Brand Positioning

Our brand positioning must answer four important questions in one succinct statement.

Who are we?The University of Georgia
What do we do?tackles the most pressing issues of our time,
How do we do it?by inspiring those who will lead, discover, and serve
Why does it matter?on a relentless pursuit to improve our world.

Institutional Messaging Map

Our messaging map organizes key messages into a hierarchy to ensure that our communications are clear, consistent and compelling. The messaging map prescribes what we say. Our voice is how we say it.

Audiences

Audience Constituents Objective
The Georgia Family
  • Current students and families
  • Faculty
  • Staff and administration
  • Build alignment around Georgia’s umbrella brand story and comprehensive offer.
The Extended Family
  • Alumni and donors
  • Residents and communities in the state of Georgia
  • Bulldog fans
  • Employers in the state of Georgia
  • Civic Leaders
  • Enhance the reputation of the university and strengthen engagement and advocacy for the institution beyond athletics.
The Future Georgia Family
  • Prospective students and their families
  • Enhance the reputation of the university and strengthen engagement and advocacy for the institution beyond athletics.
  • Generate greater visibility for Georgia, building stronger relationships and partnerships.
The Public
  • Peer institutions
  • Press and media
  • National and international employers
  • Research funders
  • Institutional donors
  • Others
  • Generate greater visibility for Georgia, building stronger relationships and partnerships.

Personality

Defining our brand personality creates tangible attributes as well as a starting point for how we write, speak, respond and communicate on behalf of the university. The following personality traits will drive the voice for all University of Georgia communications.

  • Committed
    We are deeply invested, and our conviction—to our students, our state and our world—is unwavering.
  • Focused
    We are intentional and doggedly determined, guided by a love of learning and clarity of purpose.
  • Ambitious
    We are curious and innovative, tenaciously searching for better answers and more impactful solutions.
  • Nurturing
    We are a loyal, welcoming and a bonded family committed to respect for each other and our world.
  • Spirited
    We are hopeful and enthusiastic about the opportunity to help make a better future possible.
  • Enduring
    We demonstrate integrity and excellence in everything, committed to creating a lasting impact through time-honored tradition.

Voice and Tone

Our message includes so much more than what we say; it is also how we say it. Through the words we choose and how we choose to employ them, we can maintain a consistent voice and contextually relevant tone to craft a story that feels personal and real.

Voice

Comes from our unique personality or individual style. It is a constant that becomes an expectation, regardless of who we are talking to or what we are saying. A compelling and recognizable voice gives our message greater permanence and credibility.

Tone

The general attitude or character we use to communicate in the moment. These characteristics give shape to our voice. The emotion you convey can change depending on the medium, audience, context, and goal.

Voice Characteristics

Inspired by elements of the brand personality, voice characteristics define how the brand sounds.

  • Driven
    We are dedicated and deeply invested in our mission. We are driven to succeed and focused on finding solutions.
  • Bright/Smart
    We are leaders and world-class researchers. Our ideas change lives.
  • Confident
    We are equipped, optimistic and ready to take on the future.
  • Sincere
    We are all heart at UGA. Our love for students, the state of Georgia and the people of the world make anything possible.
  • Inspiring
    We are forward-thinking, always innovating and hopeful for tomorrow.
  • World-Class
    We place a high value on excellence and leading in every arena, setting the bar for others who look to UGA as the gold standard.

Dos and Don’ts

Personality Voice Dos Don’ts
Committed Driven Show motivation, drive, and enthusiasm. Don’t be pushy or over-reaching.
Focused Bright/Smart Be perceptive and clever. Demonstrate quick wit and understanding. Don’t be pedantic, all-knowing, blunt, or snarky.
Ambitious Confident Be optimistic and engaging with a sense of pride. Be persuasive. Don’t be pretentious, irrelevant, or unrelatable to your audience.
Nurturing Sincere Be intentional, nurturing, welcoming, and encouraging. Don’t be excessively instructive or patronizing. Don’t be humorless.
Spirited Inspiring Be uplifting, curious and interested in ideas. Be enthusiastic. Don’t be self-righteous, pushy, or dull.
Enduring World-Class As the birthplace of public higher education in America, we show high regard for our time-honored tradition. We set a standard for excellence. Don’t be overly formal or stodgy. Don’t be boastful.