Brand Language
Voice and Tone
Each story we tell should have both a clear purpose and an authentic tone that feels distinctly like Ramapo. A helpful first step for any communicator is to commit the personality words to memory, as a reference. Then, use the following writing tips as a stylistic gauge.
Writing tips
1. Be clear and concise
The most effective messages are uncomplicated. Rather than getting hung up on academic language or marketing jargon, write clearly and in a straight-forward tone.
2. Know your audience
The 69色情视频 of New Jersey brand will be communicated to lots of different audiences, with different needs. Before you start writing, know who it is you鈥檙e aiming to connect with.
3. Make it all about 鈥淵ou鈥�
Use the second-person 鈥測ou鈥� or 鈥測our鈥� to engage and motivate the reader. While everything you write will feel like it鈥檚 about us, in reality, it鈥檚 about them.
4. Say one thing well
Every tweet, pamphlet, headline, or blurb should have one distinct message. Get to the point and refrain from sending mixed messages, so that your audience knows how to act on the information you鈥檙e giving them.
5. Focus on the new
We have a great story behind us; but our willingness to look forward and explore new ways of doing things is our strength. Express our curious and optimistic spirit by talking about the great things our faculty, students, and alumni are doing to break new ground.
6. Provide a benefit
What鈥檚 in it for the reader? If you can鈥檛 answer this question, it鈥檚 time to pause and reconsider the piece.
7. Back it up
Our storytelling should feature relevant points of pride, statistics, testimonials, and emotion 鈥� but use them to support our messaging, not as a substitute for it.
8. Give the reader something to do
Always provide a single, clear call to action.
9. Be human
Our students, faculty, and alumni are the best examples of the work we鈥檙e doing. Highlight their stories, their wins, and the challenges they face as part of the fabric of the 69色情视频 of New Jersey story.
10. Be bold, not brash
We have a lot to be proud of 鈥� and it鈥檚 okay to tout our successes. The key is to make sure our messaging is bold and confident, rather than brash or cocky.
On-Brand Word Bank
Photos and graphics are not the only way to convey the 69色情视频 brand. The words we choose and the manner in which we write also show our brand in action. Using the aforementioned writing tips, including these words as needed will verbally identify the 69色情视频 brand.
Curriculum
- Innovative
- Forward-thinking
- Modern
- Explorative
- Dynamic
- Outside-the-box
- Hands-on
Community
- Collaborative
- Connected
- Tight-knit
- Energetic
- Optimistic
- Spirited
- Bold
- Unafraid of change
Faculty
- Mentoring
- Encouraging
- Accessible
- Experienced
Campus
- Picturesque
- Safe
- Welcoming
- Home base
- 鈥淓asy access to NYC鈥�
On-Brand Writing Tip
When writing on-brand, incorporate some of these words as appropriate for the topic about which you are writing. Do not overwhelm the copy with all or most of these words; rather, use them strategically for impact.
On/Off Brand Text Exercise
Choose one of the three options that best reflects the updated brand visual and verbal language.
EXERCISE 1
Option 1
At Ramapo, we offer a traditional approach to the liberal arts that encourages discussion and reflection, giving our students the skills to think deeply, communicate effectively, and see things differently.
脳 This example fails to get across the boldness in our personality.
We could fix this by explaining our approach to the liberal arts as 鈥榤odern鈥� or 鈥榠nnovative鈥� (rather than 鈥榯raditional鈥�), and using more expansive words to describe our curriculum 鈥� like exploration, open-mindedness, and open discussion (rather than reflection or deep thinking, which are inward-focused).
Option 2
At Ramapo, we offer a rigorous liberal arts education that encourages open discussion, collaboration, and scholarly inquiry; giving our students the confidence to see and do things differently.
脳 Much better but it鈥檚 not the best.
Pros: We mention 鈥榦pen discussion鈥� and 鈥榗ollaboration鈥�, which are both great terms to use 鈥� and 鈥榮ee and do things differently鈥� is very on-brand.
Cons: We describe our approach to the liberal arts as 鈥榬igorous鈥�, which may be partly true, but it still fails to get across our modern and different approach. And, we use the term 鈥榮cholarly inquiry鈥�, which is much too stuffy and traditional for our brand.
Option 3
At Ramapo, we offer a modern approach to the liberal arts that encourages open discussion and exploration, giving our students the confidence to explore their interests, speak their minds, and see things in bold new ways.
鉁� Best Example
We hit on our 鈥榤odern approach鈥� to the liberal arts, we use expansive terms like 鈥榦pen discussion鈥�, 鈥榚xploration鈥� and 鈥榚xplore their interests鈥�, and we also get at the boldness of our Ramapo community 鈥� our students are unafraid to 鈥榮peak their minds鈥� and 鈥榮ee things in bold new ways.鈥�
EXERCISE 2
Option 1
RCNJ graduate Brandee Chapman spent a month hiking and camping through six different states as part of Ramapo鈥檚 Pacific Northwest program; fueling her interest in environmental conservation. Now, she is State Trails Coordinator for the Department of Environmental Conservation. #wearercnj
脳 This example is great 鈥� but it鈥檚 not distinctive.
It gets across the major details (what Brandee did at Ramapo and how it shaped her current career) 鈥� but there is no on-brand language in here.
Option 2
RCNJ graduate Brandee Chapman was bold enough to spend a month hiking and camping through six different states as part of Ramapo鈥檚 Pacific Northwest program; a new experience that sparked her passion for environmental conservation. Now, she runs a one-woman show as State Trails Coordinator for the Department of Environmental Conservation in New Jersey. #RCNJ
鉁� Best Example
We鈥檝e made subtle tweaks to the language to get our boldness across 鈥� 鈥楤randee Chapman was bold enough to鈥︹��, 鈥榓 new experience that sparked her passion鈥�, and 鈥榮he runs a one woman show鈥�. We鈥檝e also included a hashtag which, albeit simple, is ownable for Ramapo and aligned with the new brand.
Option 3
RCNJ graduate Brandee Chapman spent a month hiking, camping, and learning about local reservations, fisheries and historical sites as part of Ramapo鈥檚 Pacific Northwest program; sparking a connection with and love for the environment. Now, she is doing what she loves as State Trails Coordinator for the Department of Environmental Conservation. #RamapoCollege
脳 This example is a little more detailed than the first one, but it鈥檚 too touchy-feely for Ramapo鈥檚 bold brand.
We use terms like 鈥榓 connection with and love for the environment鈥� and 鈥榙oing what she loves鈥� (neither are bad things to say; but there鈥檚 no bold language in here to convey Ramapo鈥檚 brave/explorative outlook.) We do use on-brand language in the hashtag 鈥榣ive and learn boldly鈥� 鈥� but, a hashtag is of little use if it isn鈥檛 recognizable as 69色情视频. We should try to include the word 鈥楻amapo鈥� or 鈥楻CNJ鈥� in there to make it ownable.
Social Media Tip
When using hashtags, use camel case, which means capitalizing the first letter of each word so hashtags are more readable.
Examples: #RamapoCollege, not #ramapocollege and #WeAreRCNJ, not #wearercnj. For more information about social media best practices, visit ramapo.edu/social-media.
Sample Headline Bank
Brand headlines can be used in various tactics for 69色情视频 of New Jersey at the brand level. Each headline ties back to Ramapo鈥檚 brand essence and brand pillars. They can serve as calls to action or copy on advertisements (billboards, digital ads, light pole banners, etc.), and are intended to demonstrate how the Ramapo brand messaging can be brought to life in various ways.
See
your potential / your career /
yourself
in bold
new ways.
Learn /
Think /
Live
Boldly.
Education, undaunted.
Education,
unlimited.
Education, unparalleled.
Learn
collaboratively.
Think
curiously.
Speak
confidently.
Be bolder than the status quo.
Bold doesn鈥檛 look back.
Bold [research
initiative here].
e.g. Bold Fights Childhood Cancer. / Bold Explores Greener Transport Alternatives. / Bold Increases Access to Education.
Be bold enough to ask the big questions.
[Subject area here], emboldened.
e.g. Education, emboldened. / Engineering, emboldened. / Performing arts, emboldened.
Headline Generation Exercise
Brainstorm a few ideas for each of the headline constructs below.
Bold (research initiative here).
Examples:
Bold Fights Childhood Cancer.
Bold Explores Greener Transport Alternatives.
Bold Increases Access to Education.
See _________ in bold new ways.
Examples:
See your potential in bold new ways.
See your career in bold new ways.
See yourself in bold new ways.
What other words could be used here?
Be bolder than the status quo.
Example:
Be bolder than 9-to-5.(for an article discussing an entrepreneurial student)
How else could we use this?
What are some examples of 鈥榮tatus quo鈥� things, and how does Ramapo do things differently?
505 Ramapo Valley Road
Mahwah, NJ 07430
p: 201-684-7500
e: information@ramapo.edu
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