Every verbal expression of our brand matters. All our messages must contribute to building a distinctive and ownable brand voice for Harvard DCE.
Regarding content creation, two key aspects of verbal identity come into play: our brand voice and our content pillars, which serve as the foundation for our brand messages.
Our voice brings relevance and differentiation to how our brand is perceived.
Relevance:
- Unequivocally Harvard
- Meeting and exceeding our audience’s expectations
Differentiation:
- Reinforcing what makes Harvard DCE unique
- Setting us apart from our competitors
- Dialing up the nuances that make us stand out
Harvard DCE’s Voice Attributes
Our voice is how we communicate. It embodies the following six attributes:
Invested
Motivated, Forward-moving, Proactive, Committed, Attentive
We are determined to help make an impact in people’s lives, and our copy should capture this motivation.
Tonally, we use words that feel driven and forward-thinking. We actively propose, ask, suggest, and put ideas forward.
Cultivate
- Vocabulary and expressions that feel current, original, and up-to-date
- Use the active voice over the passive
Avoid
- Words that feel conformist; or indifferent
- Long-winded sentences or repetitive copy
Engaged
Passionate, Enthusiastic, Agile, Optimistic
To engage our audience, we must start by showing them our enthusiasm. Our brand speaks with energy. Our words should be composed with a nice, agile pace. We value and appreciate every opportunity we create to speak to our audience. We compete for their attention, so every word counts.
Cultivate
- Energetic copy through grammar and syntax
- Structure is key to agility
Avoid
- Language that feels dispassionate or predictable
- Expressions that sound tired or run-of-the-mill
Assured
Professional, High Achieving, Accomplished, Accurate
Our voice is the voice of one of the most respected and reputable learning institutions on the planet. It reflects the gravitas and great responsibility that comes with our legacy.
We must meet and exceed our audience’s expectations.
Cultivate
- A tone that has gravitas and stature
- A voice that feels, confident, accomplished, and grounded
Avoid
- Compromising credibility
- Any form of ambiguity or words that can be open to misinterpretation
- Messages that feel over-persuasive, too casual, or whimsical
- Avoid hard-sell messages or sales-driven calls to action
Inspiring
Momentous, Bold, Transformative, Innovative
Learning is a transformative discipline; our brand voice is a testament to this.
Creativity is the most important ingredient in our writing.
Inspiration is about reason but also about emotion.
Cultivate
- Originality in word composition. A tone that feels inventive and unstuffy
- Add vibrancy by using a few, well-chosen adverbs and adjectives
Avoid
- Clichés, overused expressions, and jargon
- Making assumptions about your audience and what they want
Insightful
Credible, Expert, Smart
Our voice is the voice of a smart and articulate expert.
Credibility comes from our existing brand equity and our academic prowess, but it can only be upheld by considering and crafting everything our brand says with the utmost care and attention.
Cultivate
- Meaningful content
- Conversations and messages that bring new ideas and create value and interest for the reader
Avoid
- Language and content that feels banal or superficial
- Sounding too colloquial or over-simplifying facts
Inviting
Inclusive, Welcoming, Encouraging, Warm, Friendly
Our brand should feel positive and encouraging. If we were to personify our voice’s level of warmth and friendliness, we’d think of a brilliant teacher or a supportive tutor. Knowledgeable, non-hierarchical manner, and never disingenuous. Our cordiality is always inscribed within an academic and professional context.
Cultivate
- A language that is clear, tolerant, and inclusive
Avoid
- Verbosity or language that feels overlabored
- References or expressions that might come across as elitist or judgmental
- Excessive familiarity
Brand-Specific Voice Guidelines
For more in-depth information about how we speak to prospective students for each brand, please visit the Brand-Specific Voice Guide page in Confluence.
Writing Point of View
We use first- or second-person point of view in most marketing communications channels, including social media, email, webpages, UI, and blog posts.
First Person
We, us, Harvard DCE (and its variations) can be used as needed. This form is preferred to the more detached and distant third person.
Example
- “We know how to make later life education a rewarding experience.”
- “Our team at Harvard’s Division of Continuing Education is excited to announce a new AI-oriented curriculum across a variety of courses and programs.”
First-person singular can be used in student spotlights and blog posts that feature the author’s (or subject’s) first-hand experience.
Example
- After earning an ALM degree, I was promoted to a senior-level management position at my company.
Second Person
Addressing the individual members of our audience directly with calls to action, open questions, or suggestions.
Example
- “Discover the rewards of later life education.”
- “Whatever your discipline, our new AI-oriented curriculum has something for you.”
Third Person
Content such as faculty thought leadership articles may be written from a third-person POV if it’s important to exhibit an informed and balanced perspective.
Example
- “Later life education can be highly rewarding.”
- “As AI permeates different disciplines and fields of expertise, professionals wonder how they’ll have to adapt.”
