NSU Brand Book 2015

The Nova Southeastern University Brand | 15 THE NOVA SOUTHEASTERN UNIVERSITY BRAND / FOUNDATION NSU communicates with different audiences for a variety of reasons. We communicate through multiple mediums and channels, and responsibility for communicating falls to many different people, both inside and outside of the university. No matter whether we’re writing for the web, an email, let- ter, news release, or presentation, we must speak with one voice: Everything we say must sound as if it’s coming from NSU. The spirit of our brand essence — helping students live up to their potential — should be woven throughout ev- erything we write, even though we might not be using those exact words. By using a consistent tone of voice, we express who we are and how our audiences relate to us. Our voice may vary in intensity depending on the audience we’re speaking to: We can be more casual and laid back in our communications with undergrads, while we should take a more mature approach to our communications with other audiences. Regardless, our written brand ensures that our communications are distinctly NSU and unique to us. All of our writing should be clear, confident, smart, approachable, and proactive. BRAND FOUNDATION / TONE OF VOICE