Our brand voice is what defines us when we speak. It’s the way we talk, the perspectives we take and the messages we set forth. Having a unified voice is what allows us to remain distinct and authentic as we communicate to any number of audiences.
All messaging should infuse the idea and spirit of “The Strength of Many, The Will of One” and remain consistent in voice. Our tone should be brave, relentless, adventurous, compassionate and authentic. Remember to also use the Brand Purpose, Brand Pillars and Brand Strategy as your guide as you craft messaging. Avoid cliché and jargony words or phrases and overly embellished, complicated or lofty language.
Current students, faculty and staff are more than familiar with the University of Oklahoma as a top-tier institution, but may not be familiar with the specifics of our brand. Messaging for these audiences often does not require as much introduction to OU’s story and tends to be more to the point yet remain on brand and tone.
These audiences are well respected, experienced and knowledgeable. Our message should celebrate their stature and showcase the benefits of being engaged with OU by building upon pride and affinity.
Sooners or not, OU touches the lives of millions across the globe. When speaking to communities and peer institutions, our message should speak to relevant impact and provide a reason to believe in Sooner Magic.
Messaging for undergraduates should speak toward outcomes and future worth and have a sense of optimism and inspiration while building a sense of community and belonging.
Graduate students are already on a path to success and are seeking new insights and opportunities. Our messaging should acknowledge their experience and continued pursuit.
People from all ages and backgrounds have the ability to grow at OU. For this audience, we should keep our inspirational and future-focused message but remain age-agnostic.
Headlines should feel like quick bursts of energy that expand upon the idea of “The Strength of Many, The Will of One” and entice the reader to engage further with OU. These lines should be as smart as they are simple. They should be stimulating and, most times, short. It’s crucial that you don’t jam too much information into your headline—if the line is confusing or takes more than a moment to understand, you’ve lost your reader.
To further highlight OU’s unique proof points and accomplishments, use the campaign line “There’s Only One” as both a headline structure and payoff.
Body copy is any longer-form messaging that exists to communicate a story or idea outside of a headline or simple sentence. While our messaging may vary on subject or audience, the way we communicate should remain consistent.
When crafting body copy, make sure to start with an introduction that draws the reader in. It may pay off a headline or just introduce an unexpected thought or question. As you expand on the message, ensure your writing remains on tone, to the point and flows smoothly.
When speaking about the University of Oklahoma, try to hit on three insights:
To ensure proper name affiliation, we recommend spelling out “the University of Oklahoma” once in each instance of body copy. It may then be abbreviated to “OU.”
It’s amazing what can happen with a little help.
One hand can throw a fastball, but 50 will bring home a national championship. One visionary can draw up a flight plan but hundreds will launch a Geostationary Carbon Observatory to space.
At the University of Oklahoma, you have an ever-growing world of support with you every step of the way to knock down barriers, challenge ways of thinking and scream along with you every attempt, every misstep and every triumph.
Digital Manager. Software Engineer. Registered Nurse. Environment Scientist.
Your future self could wear plenty of hats—each one colored in crimson and cream. And what better place to explore, build and paint that future than OU’s wide-open horizons where blue sky kisses golden opportunity? Where you’ll be welcomed to go above and beyond. Where a nation of Sooners will show you the way for you to make your own way.
Because here, you’re celebrated as one but never on your own. So feel free to create the next life-saving treatment. Feel free to leave your comfort zone and your legacy. Feel free to take home all the trophies.
Because with the strength of many, you will.
