Our “voice” is a key part of our brand.
Our voice
- We are confident, friendly and approachable
- We are open and honest, but never stuffy or using unnecessarily complex language
- We are authoritative and trusted
- We are inclusive and diverse
- We are ambitious and future focused
Bringing our voice to life
All our communications should be developed with the audience in mind, recognising the different contexts for every interaction. There is no one size fits all. This context and understanding of audience should shape the tone, style and content of any communication or interaction, as well as the chosen channel.
There will be times when more informal communications are most appropriate, e.g some social media posts. Other times, a more formal style is much better suited, e.g communications with prospective students about their offer of a place to study with LSTM. The same applies to our visual storytelling techniques, which must reflect their intended audiences and the different messages we are trying to convey.