Tone of voice
What is ‘tone of voice’?
The way we talk and write expresses the personality of Monash University. It’s important that we all speak, write and communicate on behalf of the brand using the same voice.
Written tone of voice is simply the “personality” of a brand as expressed through the written word. Tone of voice governs what you say in writing, and how you say it – the content and style of textual communications, in any setting and in any medium.
The power of brand voice
An established voice provides a sense of solidity, trustworthiness and honesty.
A brand voice is like a distinctive logo or colour palette. It helps a brand stand apart and stay consistent.
When our tone of voice is consistent, the audience will hear the same person speaking whenever and however they deal with us. This consistent voice shows customers that the Monash brand is reliable.
Our distinct voice sets us apart from our competitors, and helps us better influence and persuade. We do not use taglines.
Our brand personality
Our personality traits can be dialled up and down according to the message and the audience.
These are the Monash brand personality traits:
| Be personal | Consider your audience |
|---|---|
University is a personal experience, so let’s use language that connects, rather than creates distance. Resist the temptation to use acronyms and buzzwords, and instead use language that’s clear, warm and accessible. | Before you start writing, picture the person you’re talking to, and adapt your message with them in mind. |
| Add a dash of flair | Show, don't tell |
Even routine pieces can benefit from a hint of personality. Always look for ways to inject interest and ideas into your writing. | A lot of universities tell us they're ‘state-of-the-art’ or ‘world class’. We have an opportunity to stand out by explaining why. Paint a picture of how we’re different with a specific example or a hint of extra detail. |
Tone of voice examples
- Monash University Accommodation web copy
- Research
- Vice-Chancellor Awards introduction
- Admissions letter
- Monash Business School overview
- Arts faculty overview
KEY
Authentic
Ambitious
Fiercely purposeful
BEFORE
Living on campus at Monash offers convenience, support and an instant set of friends.
We keep you safe and comfortable in all our buildings, with lockable furnished bedrooms, communal kitchens, social areas and laundries. You’ll also have access to Wi-Fi and phones, gardens, and sports equipment and courts.
All our residents are eligible to apply for accommodation scholarships and leadership positions, and all have access to support programs and a live-in support team.
AFTER
There’s something special about living on campus at Monash. A unique feeling of being part of something. Of being connected to something bigger.
Here you’ll have the freedom to explore your interests and passions, with the support of a community of students, advisors, tutors and mentors to call on whenever you need them.
You’ll meet people from every corner of the globe and have the chance to get involved in a wide range of events and new activities.
It’s energising and enriching, inspiring and exciting. A community of students coming together from around the world to share the best days of their life. We can’t wait to welcome you here.
KEY
Authentic
Ambitious
Fiercely purposeful
BEFORE
Our researchers make highly significant contributions that bring real and positive change to the lives of people all over the world.
AFTER
Research at Monash is changing lives. Hundreds of innovative solutions – from IVF to the bionic eye – have been developed or refined in a Monash laboratory.
KEY
Authentic
Ambitious
Fiercely purposeful
BEFORE
Tonight’s celebration is an opportunity to recognise and share the outstanding work of Monash researchers and educators.
The awards for education excellence highlight the importance of high-quality teaching to the University mission. The Monash staff who will be commended at this event are leaders in education, recognised by their peers and students for innovation and highly effective contributions to teaching and education
program development.
AFTER
Outstanding research and teaching is part of the everyday at Monash. But every now and then we’re witness to work that’s truly special. A breakthrough in thinking, a better way to solve an age-old problem, a new approach that inspires others to learn.
Tonight, we’re here to recognise the achievements of 25 leaders in education who have been nominated by their peers as representing the very best of Monash.
KEY
Authentic
Ambitious
Fiercely purposeful
BEFORE
Dear Kate
Thank you for your enquiry and your interest in studying the Bachelor of Arts at the Faculty of Arts, Monash University.
The flexibility of our arts degree allows you to create a course that is tailored to your academic interests while allowing you to explore different career options. With a choice of 40 areas of study, you can discover subjects you never knew existed. Whatever you study, you will develop the kind of transferable skills employers are looking for – communication, teamwork, research, critical thinking and cultural sensitivity.
There are entry requirements and prerequisites that must be met in order to be eligible for admission.
Non-school-leavers are required to undertake one of the following pathway options:
AFTER
Hi Kate
Thanks for getting in touch about studying a Bachelor of Arts at Monash. Below you’ll find all the essential information – such as entry requirements, fees, and how to apply.
Of course, if you have any questions feel free to get in touch again – my details are at the bottom of this email.
Why Arts at Monash?
A Bachelor of Arts at Monash is custom-built for curious minds. With more than 40 subjects to choose from – in politics, psychology, communications, international studies, performing arts and more – you’ll be inspired to explore new ideas and different ways of approaching the world .
Importantly, too, you’ll develop a range of transferrable skills – such as communication, critical thinking, and cultural sensitivity – that today’s employers demand.
KEY
Authentic
Ambitious
Fiercely purposeful
BEFORE
Monash Business School is a dynamic and progressive academy delivering the highest-quality teaching, learning scholarship and research.
It is an exciting time to be part of the Monash Business School as we progress our ambitious agenda to transform business by advancing knowledge and addressing global challenges. We have the reach, expertise, professional relationships and sources of capital to realise our mission of having a positive impact on a changing world.
We are among the 1% of business schools in the world to have achieved the elite ‘triple crown’ of accreditation by the three major global business school accreditation bodies – AACSB, EQUIS and AMBA – and the only Group of Eight Australian university to have done so.
AFTER
Monash Business School started with a simple goal – to develop talented business leaders who make a genuine difference in their workplace and in the world.
Over the years, we’ve built a reputation as one of the world’s leading business schools. We’re one of the few schools with the esteemed ‘triple crown’ accreditation of AACSB, EQUIS and AMBA, and our rankings across business, economics and accounting are among the highest in the region.
But while accolades are important, it’s the impact we have on the careers of those who study here that’s most significant.
A new way of thinking
Monash graduates stand out in their workplace because they approach business issues with a broader perspective.
Here, you won't just learn the latest theories, and trends shaping business, you'll develop a new way of thinking. It's a mindset that will allow you to find more creative solutions, make better decisions, and negotiate more effectively.
KEY
Authentic
Ambitious
Fiercely purposeful
BEFORE
At the School of Arts and Social Sciences, our undergraduate students can choose from three arts-related degrees and major in communication, writing or international studies. Whatever the topic, we look to engage students in principled debates on current social and political issues.
We use an interdisciplinary approach to teaching and draw theoretically from disciplines such as journalism, gender studies, sociology, history, literature and film studies.
AFTER
If you’re inspired by spirited debate and new ideas about social and political issues, and the way literature, history and communication shapes our world, then Arts and Social Sciences could be for you.
Our graduates go on to work as journalists, politicians and performers, and in marketing, publishing, communications and foreign affairs. Their careers are diverse. Their ability to think critically and address issues creatively is what joins them.
How the degree works
As an undergraduate student, you can choose from three arts-related degrees with a major in communication, writing, or international studies.