Examples of Brand Writing in Different Communications

Importance

At a university rich with special events, varied audiences and institutional success stories, communications professionals craft messages that inform and resonate in a variety of contexts. Different communications require different approaches to deliver messages that align with the Illinois brand and connect with your audience. This written training will give you a sense of what these different email communications and how units across the university conceptualize and write communications that leave an impression and inspire further action.

Target Audience

  • Campus communicators
  • Event Planners

Instructions

  1. Identify your audience. What is your message and why is it important to them?
  2. Be direct, concise and avoid jargon/technical terms
    • Attention is one of the most valuable MarCom commodities.
    • The clock is ticking the moment your audience opens a message – get to the point!
    • Technical terminology can cause confusion and indifference to your message.
  3. Adopt an authoratitive but helpful tone
    • You’re the expert, but there’s no need to be showy.
    • The ultimate goal is for your audience to understand your message.
    • Invite questions and further clarity with easy-to-find contact info.
  4. Headings are your friend!
    • People naturally skim an email/article/message.
    • Supplying a quick summary in the form of a heading attracts your audience’s eye.
    • Bullet points can also allow for even more effective skimming from a reader.
  5. Find creative ways to incorporate the brand pillars.
    • Use Innovation, Community, Momentum and Discovery to guide your messaging.
  6. Don’t forget to have fun.
    • If your message allows for it, embracing humor and fun can make your communications approachable and keep your audience engaged.

Examples

Event Invitations: Alumni Association

Why it works:

  • Helpful and engaging tone — who doesn’t want some Homecoming excitement? ­— without being overbearing.
  • Important information, especially event dates, bolded throughout.
  • Headings framed as questions help guide the reader to the most pertinent parts of the message.

Internal Newsletter: LAS Lineup

Why it works:

  • Concise headings around clear messaging priorities and subject areas.
  • Easy to find dates and locations.

Logistical Updates: Tech Services updates

Why it works:

  • Changes in routine, especially in relation to technology, can cause anxiety and limit the effectiveness of a message.
  • This email is concise and gets straight to the purpose of the message.
  • Adopting an FAQ headings format helps to convey an authoritative but understanding tone.
  • Minimal use of jargon.
  • Easy-to-find contact info.

Internal Success Story: Facilities & Services

Why it works:

  • What is routine that your unit is exceptional at? Process stories are enlightening and inspire excellence in other facets.
  • The lede explains the importance right away: research relies on cold storage to ensure accuracy. This process is vital at a top research university like the U. of I.
  • Using the language and tropes of sports/award shows makes the content approachable and fun.

Annual Reports: College of Agriculture, Consumer and Environmental Sciences

Why it works:

  • How can an annual report transcend data, mission statements and summarized info? Storytelling!
  • Every page contains a combination compelling copy  and real-world examples of how ACES is achieving and making an impact and why it matters.
  • Between the photos and content, there’s a intentional focus on the people of ACES — we see their faces and hear their successes and contributions.
  • The entire report is grounded in the brand pillars: introduced in the table of contents, explained in the Dean’s message and, in a deft touch, as a categorical signifier of each page’s content.

Contact