A strong tone of voice engages, inspires and leads to action. It is distinctive, evocative and communicates the strengths of the brand.
By defining the University’s tone of voice, this practical document supports the University community, particularly staff working in marketing, communications and brand content. A carefully cultivated tone of voice is an effective and powerful communications and marketing tool. Hence, it is well worth the effort to build and maintain.
These guidelines can and should be adjusted according to target group needs, context and channel.
The University of Helsinki is among the leading universities in the world. This is why we boldly present the University’s ambitious vision and ideas.
Visionary. We are able to capture the essence of a subject, no matter how big or small. We have the courage to take a stand and challenge prevailing ways of thinking.
Insightful. We develop insights that have a lasting impact. We offer surprising perspectives that capture the curiosity of the audience. We have confidence in the willingness of our audience to deepen their thinking.
Concise. We express ourselves clearly and concisely. We make an effort to craft an engaging message.
Arrogant. We do not know everything. We do not strive to impose a single truth or underestimate our audience. Despite being proud of our ambitious research, we are humble enough to also disclose what we do not yet know.
Self-evident. We do not offer empty platitudes or easy solutions.
The University of Helsinki communicates person to person: we are kind, welcoming and approachable because we believe research and education belong to everyone.
An approachable tone of voice is:
Understandable. We communicate in good plain language. We explain difficult topics and give examples to illustrate them.
Interesting. We find the fascinating details, right words and phrases, and distinctive perspectives that make our message interesting.
Evocative. We understand the needs of the target group and can evoke emotions. We highlight issues that are important to people or close to their lives.
Sentimental. We do not exaggerate or use unnecessary superlatives.
Chatty. We use good, concise plain language, not slang or too familiar a tone.
Obscure. We deliver our message with precision and clarity, avoiding complicated language and concepts. It is part of our expertise that we are able to describe complex issues simply and make the abstract more concrete.
The University of Helsinki fosters inclusivity and strives to exert a profound influence on society. Our communications challenge and inspire people to work for a better world.
Uplifting. We increase confidence in that even the biggest problems can be resolved through multidisciplinary collaboration. We report on scholarly advances and the hope they instil. We are able to credibly describe the impact of our research and education.
Inclusive. We strengthen inclusivity in the University community through our tone of voice. We proudly present encouraging, concrete examples of the impact of the University community. We often use the ‘we’ pronoun.
Collaborative. We do not place people in the role of passive recipients, but invite them to play an active role in building a better world.
Naive. Our mindset is realistically rather than unnecessarily positive. We know that change is challenging and there are no easy solutions.
Full of buzz. We steer clear of empty rhetoric focused on individual performance or promising a shortcut to success. We draw attention to the role and diversity of the community rather than on the success of a few talented individuals.
Exclusionary. We do not make assumptions about our audience, but accept everyone just as they are. Our tone of voice always takes into account the breadth and diversity of the University community. Our messages are often accessible in three languages: Finnish, Swedish and English.
The University of Helsinki is home to multidisciplinary research and new thinking. Our communications are founded on research and knowledge.
Factual. We provide content and insights based on the latest research and knowledge. We scrutinise the evidence and check the facts.
Curious. We seek and offer new knowledge that challenges people to think. We are open to new perspectives and invite others to join the discussion.
Based on poor argumentation. We do not rely on flimsy arguments or present our views on matters without supporting evidence or facts.
Inflexible. A factual tone of voice does not mean refusing to engage in discussion or holding onto preconceived notions. We understand that what is regarded as truth today may be debunked tomorrow, and are willing to challenge our own assumptions too.