Tone of voice and writing style guidelines

When users visit our website, they should experience our brand through both our visual identity and the consistent tone of voice in our writing. By aligning our communication style with our brand, we ensure Brunel is instantly recognisable not just by appearance, but through the way we engage and connect with our audience.

Last updated: Tuesday, 8 October 2024

On this page you can find information and advice on:

• tone of voice
• writing tips
• using Grammarly for spelling and grammar check
• using Microsoft Copilot for proofreading
• how to simplify the language for clarity
• common spelling and writing practices

Tone of voice

Having a consistent tone of voice on our website will help us amplify our messages and the tone and manner that characterise the personality of Brunel. Broadly, our messages fall into two groups:

• Inform: when we need to get simple facts and information across clearly.
• Inspire: when we want pulses to race, or at least make readers sit up and take notice.

Instinctively, you’ll probably know which kind of message you’re working on:

• Telling prospective students about application deadlines? You need to inform. Showcasing the vibrant campus life to attract new students? It’s inspire.
• Sharing the latest research findings with the academic community? It's an inform. Highlighting groundbreaking research to attract potential collaborators and funding? It’s inspire all the way.
• Updating alumni about upcoming reunions and events? Inform with a capital I. Celebrating alumni achievements to foster pride and connection? It’s a big inspire.

Download the detailed Tone of Voice Guidelines from DAL.

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Here are our writing tips

Inform

• Put your main point first: if there’s something the intended reader needs to do, put it first. If you can’t naturally put your main point in your opening paragraph, make sure it appears in the top section of your page. The further down you put it, the bigger the risk that people will miss it.
• Use clear, everyday language: to be as clear as possible, and accessible to any members who don’t have English as a first language. Choose conversational (but not colloquial) words wherever you can.
• Choose the active voice, not passive: using the active voice works well for our messages to each other – which are usually about people doing things. It makes them clearer as you always know who is doing what.
• Break up long sentences into shorter ones: shorter sentences are easier to read and understand. Each sentence should convey a single thought or piece of information. Use simple sentence structures.
• Break up long text with paragraphs and headings: we’re all so used to scanning and skimming messages these days that if you present someone with dense blocks of text, there’s a real risk they won’t read them. Add helpful headings so people are much more likely to find the content they need quickly. Your intro paragraph should be a Heading 2, and the rest should follow a logical and hierarchical order.
• Keep it short and sweet: we want our informative messages to be quick and effective without being cold. To strike the right balance, write the shortest message you can think of first. But before you share it, ask if adding a word or two could warm it up without adding waffle.

Inspire

• Try a playful headline: if our headlines raise a small smile with a touch of wit or wordplay, they’re working well. If we push the humour too far or raise a groan instead, we’ve gone too far.
• Ask and answer questions: a well-placed question shows you’re on your reader’s wavelength by asking the things that are on their mind too. Answering the question makes your message even more helpful.
• Keep sentences short: you should always be able to read your sentences out in one breath without gasping. Shorter sentences are also easier to process and remember.
• Use contractions: most of the time, contractions make our words sound more natural, as we use them all the time when we’re talking.
• Add the occasional exclamation mark (with care): we’d never use more than one exclamation mark in a message.

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Using Grammarly for spelling and grammar check

The online Grammarly service reviews spelling, grammar, punctuation and clarity in English texts, and suggests replacements and alternative solutions. You can register for their service on the Grammarly website. Please note that based on experience, the free service is sufficient for web editors, and there is no need to register for the chargeable service.

You can also add the Grammarly extension to your Chrome browser (you will need to be logged in to Grammarly for access). This way, this service will be available in new Contensis, allowing you to check your text as you develop your page. Unfortunately, it's not available in old Contensis.

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Using Microsoft Copilot for proofreading

Use Microsoft CoPilot, an AI-powered tool, to speed up and streamline your copywriting process. As part of the university’s software package, Copilot is available with your work login on the Microsoft 365 Chat page. Once on the page, use the Message Copilot box and enter the following prompt:

Please proofread the following text for grammar, spelling, and punctuation errors, ensuring all corrections adhere to British English conventions. Highlight all changes made.
Text to proofread:
[Insert text here]

While CoPilot is a powerful tool, it is always recommended to review the AI-generated corrections. AI can greatly enhance efficiency, but human oversight ensures the highest quality and accuracy, especially for nuanced or context-specific content.

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How to simplify the language for clarity

To ensure our messages are clear and accessible to everyone, it’s important to use simple, everyday language. This approach helps us communicate more effectively and ensures that our content is easily understood by a diverse audience. Below are some examples of how to replace more complex terms with straightforward alternatives.

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Common spelling and writing practices

To maintain consistency and clarity in our communications, it's important to follow standard spelling and writing practices. This section provides guidelines on how to write dates, course names, and other common terms correctly. Adhering to these practices ensures that our content is professional and easy to understand.

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