Creating a Campus Brand Voice – Craft a “Personality” that Attracts Ideal Students

When you think of iconic brands—whether Apple, Nike, or even that local coffee shop everyone adores—you immediately connect with their personality. It’s not just about a catchy slogan or a recognizable logo; it’s the way they speak, how they make you feel, and the stories they consistently share. This same kind of powerful connection isn’t limited to businesses; your campus, too, can cultivate a memorable and distinct voice that resonates with students.

A compelling campus brand voice isn’t just a reflection of your values; it shapes every interaction, from recruitment emails to everyday social media posts. By aligning your tone, language, and messaging, you can create a lasting bond that draws in the students who are the perfect fit for your institution.

Let’s explore how to define, refine, and amplify your unique campus voice.

Your campus brand voice goes beyond mere words—it embodies your institution’s mission, values, and unique culture. Just as a comedian tailors their act to fit the crowd, your brand voice should connect deeply with your intended audience while staying true to your core identity.

Examples of Brand Voices

Consider these approaches:

• An inspiring brand voice can encourage students to chase their ambitions, using stories of alumni success and life-changing campus initiatives.
• A friendly tone might help prospective students feel instantly at home, leveraging relatable anecdotes and light-hearted messaging.
• A confident and supportive voice works well for career-driven content, guiding students through clear pathways, expert advice, and encouraging messages as they pursue professional goals.

Tips to Define Your Campus Voice

• Identify Core Values: Start by listing key values that define your institution (e.g., inclusivity, innovation, student success). These values should guide your messaging.
• Brainstorm Descriptive Adjectives: Bring your marketing team together to brainstorm words that capture your institution’s personality. Are you “welcoming” or “bold”? “Professional” or “quirky”?
• Consider Your Audience: Tailor your voice to the unique needs of different student groups. For instance, the tone for cosmetology or barbering students might lean more creative and artistic, while messaging for IT or HVAC students may focus on practical applications and analytical insights. Adjusting to each group’s motivations and interests ensures your voice resonates effectively.

Tone serves as the adaptable layer of your brand voice, allowing you to adjust your message for maximum impact depending on the audience you’re addressing. While your core brand voice remains consistent, the tone you use may change based on context. For example, communication with prospective students can be upbeat and aspirational, while communication with current students may require a supportive and informative tone tailored to their educational journey.

Examples of Adjusting Tone

• Recruitment Emails: An engaging tone can highlight the excitement of joining your campus community. For instance, “Picture yourself learning from industry experts and building skills that make you stand out to employers!” conveys enthusiasm and a forward-looking perspective.
• Social Media Posts for Current Students: Adopt a playful and approachable tone with content such as “Tag your study buddy! 📚 Today’s study hacks are brought to you by late-night caffeine runs!” This keeps content relatable and encourages interaction.
• Communication for Practical Programs: For career-focused programs like HVAC or IT, use a tone that combines clarity with motivational language. An example: “Gain hands-on skills to launch your career—our graduates are shaping the future of [industry]! Are you ready?”

Practical Tips for Tone Consistency

Consider developing tone guidelines or “cheat sheets” that illustrate how your campus voice can be modified for different channels, such as social media, email, and events. For instance, your social posts might be lighthearted and direct, while blog content may maintain a reflective or informative tone.

Authentic storytelling is a powerful way to connect with potential students, showcasing your campus values and bringing its experiences to life. By using relatable language and sharing genuine campus stories, you can help students envision themselves thriving in your programs. Content that resonates bridges the gap between student aspirations and the unique opportunities offered by your institution.

Examples of Engaging Content

• Student Testimonials: Sharing the journey of a student who mastered IT support skills or a graduate now thriving in the solar industry helps illustrate the real impact of your programs. Video or written testimonials with vivid quotes add authenticity.
• Social Media Campaigns: Highlight everyday student achievements, hands-on projects, or special campus events. User-generated content and interactive posts build connection and engage prospective students.
• Video Content: Create engaging videos that spotlight instructors, walk students through labs or hands-on learning experiences, or showcase specific program offerings.

Tips for Authenticity

• Avoid Jargon: Use simple, clear language that mirrors your audience’s daily experiences. Overly formal or complex terms may alienate potential students.
• Adopt an Accessible Tone: Whether it’s through email, social media, or video, aim to create a warm, approachable tone that reflects the spirit of your campus community.
• Highlight Real Experiences: Steer away from vague, generic statements. For example, instead of saying, “Our graduates are successful,” illustrate your impact: “Our solar energy graduates lead projects bringing clean energy to local communities” or “IT graduates are now working at industry leading tech companies.”

Consistency in your brand’s messaging and tone across all communication channels helps build trust, recognition, and a strong institutional identity. Whether it’s an email to prospective students or a social media post highlighting alumni achievements, a unified voice reinforces the reliability and values of your campus.

Tips for Consistent Messaging

• Create Templates and Guides: Developing templates for different types of content, such as newsletters, social posts, and blog articles, helps maintain visual and textual uniformity.
• Training for Staff: Offer training sessions or create resources, like tone guidelines and messaging “cheat sheets,” to ensure that everyone involved in communication understands and applies the brand voice consistently.
• Utilize Collaboration Tools: Tools like Trello, Asana, or Slack can streamline communication among marketing staff, while content management systems (CMS) like WordPress and tools like Canva can ensure consistency in branding elements.

Crafting a strong campus brand voice is more than just words; it’s about creating an authentic and recognizable identity that resonates with prospective and current students. By aligning your messaging with your values and tailoring your tone for different audiences, you build meaningful connections and foster a sense of belonging.

If you’re ready to evaluate and refine your brand voice, Six Degrees Digital Media can help enhance your communication strategies, making your institution stand out in a crowded market. Contact us today.