Keep these tips in mind to make sure we’re all writing in the same voice. 

When writing West Virginia University brand content, ask yourself these five questions to help capture the WVU voice.


Be confident, without being arrogant

We believe in our ability and the ability of our students, but we’re not out to make other institutions or people look bad. 

Good Example 
Going first means we’re bold enough for big ideas, and smart enough to launch them. 

Bad Example 
Be the smartest person in the room.  


Be bold, without being aggressive

We don’t mince words, and the words we do choose are powerful. However, they should always feel encouraging and hopeful. 

Good Example 
Innovation will be forged by the fearless. 

Bad Example 
Innovation will be forged when you stop waiting, and start going. 


Be direct, without feeling trite

Short, simple messages can have a powerful impact. But simple shouldn’t turn into blatantly obvious. 

Good Example
This is where ideas come first. 

Bad Example
Ideas matter. 


Be challenging, without being implausible

We want to challenge current and prospective students to take on the big issues, but keep messages from becoming unbelievable, and losing their meaning. 

Good Example
Leaps and bounds belong only to the bold and brave. 

Bad Example
Change the world, starting now. 


Be inspirational, without being sentimental

Think half-time speech, not Hallmark. 

Good Example
The future will be built by those who are willing to get up and go after it. 

Bad Example 
The future is where your dreams meet preparation.