Great brands create a culture—one where people can recognize themselves, connect with, and gain a sense of belonging to something bigger. One of the most powerful tools we have to build that culture is our words.

Every headline, email, social post, video, webpage, and conversation shapes how people view and experience Emerson. Together, they create an impression of who we are: our energy, our personality, and what we stand for.

What we say (and how we say it) will vary depending on the audience, moment, and medium. But our voice should always feel unmistakably Emerson. The more consistently we show up, the clearer our identity becomes—making it easier for the world to recognize, trust, and (of course!) love us.

Emerson Resources

For a deep dive on all things messaging, voice, and tone, check out the Messaging section of the Emerson’s Brand Toolkit. We think it’s all worth a read (if we do say so ourselves), but if you’re in a rush, here are a few key sections you shouldn’t skip:

  • Emerson’s Brand Narrative
    • This is our message anchor, articulating our brand positioning using external language
  • Quick Tips on Copy Development
    • Questions and tips to get you started before you write a word
  • Voice and Tone Guidelines
    • Clear and useful rules for writing the Emerson way:
      • Defining Voice and Tone
      • The Emerson Voice in a Nutshell
      • Voice and Tone by Audience
      • Writing Principles for Undergraduate Recruitment

Best Practices

Really in a rush? Read through this section to see how we sum up the Emerson voice, then review our seven highest-level tips below to keep your writing on brand. (But pinky-promise you’ll go back and read all of the pages outlined above soon.)

The Emerson Voice

Bold, expressive, and always human, Emerson should sound like a creative mentor who matches—and amplifies—our students’ creativity, passion, and drive. We speak like people who know the work, know the industry, and know what it takes to make it for real. When we tell students they’ll make work that matters, we back it up with proof points. When we say they’ll be set up for success, we show what that means. And when we champion storytelling and creativity, we lead by example, telling our own stories with originality, intention, and craft.

At its best, Emerson sounds like:

  • A creator speaking to another creator
  • A mentor opening doors
  • A home for passionate people who care deeply about their work and their futures

TLDR: Writing Tips

  1. Do not be boring.
    We have to earn our audience’s attention.
  2. Keep it short and sweet.
    People only remember up to 3–5 things (if we are lucky). Streamline to our most important facts—or our audience will tune us out.
  3. Keep it real.
    Authenticity is key. Real people. Real situations. Real challenges. Real successes. Real emotions. Real connections. Real solutions.
  4. Do not be generic.
    Avoid language that fails to tell the audience anything specific about Emerson—or that any school could say.
  5. Connect with the audience.
    Good writing is an effortless conversation—a dialogue with the audience. Copy should be confident, energetic, powerful, and welcoming. It should feel conversational, approachable, and friendly. If it is too formal, it will, at best, feel stiff and removed and, at worst, feel like a lecture. Use details to pull the audience in so they feel they are part of the story.
  6. Remember, it is about them.
    What matters most to our audience? In what ways does our brand intersect with their needs and wants? This is key to capturing attention. We have to be the ones to remove audience obstacles whenever possible.
  7. Surprise the audience.
    Do not be afraid to be provocative. It is good to have punchy headlines and short sentences. Look for ways to surprise the audience with something they do not know. Grab their attention, and do not let go.

FAQ

Use active verbs and avoid the passive voice. And while it’s good to vary the rhythm of your sentences, lean on short and punchy lines to get your message across quicker. For example, students don’t “receive opportunities,” they make, shoot, pitch, publish, collaborate, direct, perform, experiment, and build. 

No. Clarity always beats cleverness. Creativity should feel intentional—not like wordplay for wordplay’s sake. Look for opportunities to tell a story, use vivid language, or play with form, but never make the reader work harder to understand what you’re saying.

Get more specific. Look for generic phrases like “pursue your passion” or “prepare for your career” and ask what those things actually look like at Emerson. Replace broad claims with real experiences, examples of student work, or testimonials. Instead of simply saying students get “hands-on experience,” show them behind a camera, publishing a story, pitching an idea, or leaving with a reel or portfolio.

Our go-to POV is second-person, because it puts the focus on our audience and makes them the center of the story. This is especially important when we’re speaking directly to students. However, feel free to move between second- and third-person when you’re trying to emphasize the support, resources, or community Emerson provides.

Of course! The tone may become more buttoned-up, especially for sensitive or serious topics, but it should still sound clear, direct, empathetic, and human (as opposed to bureaucratic, vague, or institutional).

Hi! I’d love to chat. Email me at sarah.mclaughlin@emerson.edu.