Brand Voice and Personality

We’re alert, clever and curious, with the agility to quickly and lightly change course when necessary.  ​

Tips:

• Be clear about the questions that inspire action for Auburn students, faculty, staff and partners
• Use quotes from your subjects to show the excitement that animates our search for answers

Like this:

Our experts are at the forefront of grand challenges, relentlessly seeking answers and shaping solutions.

Not this:

RESEARCH AND INNOVATION

Discover how collaboration, experimentation and inventive application move industry and academia forward.

Synonyms and related words:

Curious, questioning, questing, eager, inquire, explore, discover

We’re confident in our knowledge and skills, willing to take risks to drive innovation and solve real-world problems.

Tips:

• Find opportunities to write boldly—a two- or three-word paragraph to break up a gray news or marketing copy, or a headline that challenges the reader.
• Don’t stuff your copy with the word “innovative” or “innovation.” Let Auburn’s forward-thinking work speak for itself.. 

Like this:

Conventional wisdom tells catfish farmers that colorful fish are fertile fish. Auburn research says otherwise.

Not this:

Auburn researchers found an innovative way to breed new catfish. 

Synonyms and related words:

Forward-thinking, advanced, bold, inventive, creative, imaginative, original, inspired, visionary

We are firm in our purpose and belief and determined in our ideas and action. We pursue knowledge and solutions to better ourselves and others.

Tips:

• Write clearly and concisely.
• Use active voice; making Auburn’s people and ideas the subject shows our determination

Like this:

For 23 years running, we’ve ranked with the top universities. That’s because our academic offerings and support services help you fulfill your potential.

Not this:

For 23 consecutive years, Auburn has been ranked among the best of both public and private universities. Auburn’s outstanding academic offerings and support services will help you reach your full potential as you prepare for the working world.

Synonyms and related words:

Focused, committed, resolved, decisive, purpose, serious, intense, adamant

We believe in the power of human connection.  We’re at our best when all feel welcomed, valued, respected and engaged.​

Tips:

• Focus on the partners and partnerships behind our work. Show how Auburn connects them.
• In marketing copy, use the first- (“we”) and second-person (“you”) points-of-view—speaking to the reader makes them a part of our story.

Like this:

At Opelika Grows, our students join the community to fight local food insecurity. Our team saw their impact firsthand yesterday.

Not this:

Staff members from OPS enjoyed spending time with the Opelika Grows team to learn more about their operations and opportunities to collaborate. Opelika Grows is a tremendous asset to our region, addressing issues of food insecurity and providing educational opportunities to local youth.

Synonyms and related words:

Together, bond, shared, collective, collaborative, join, fuse, coalesce

We have a spirit that is not afraid and do not back down in the face of challenges. We believe in our abilities and are never afraid to try.

Tips:

• Frame Auburn’s work boldly — connect the subjects of your stories to real problems confronted by real people
• Use tight, to-the-point headlines

Like this:

Auburn is a place with purpose. 

We’re at the forefront of the biggest challenges, delivering an exceptional education that will help you be your best — and make a better world.

Not this:

Whether you’ve known about Auburn all your life or whether you are just learning about this university, we invite you to discover the real Auburn.

This is a university that will surprise you and charm you, impress you and engage you.

Synonyms and related words:

Brave, bold, persistent, audacious, intrepid, fervent, confident