Language
Tone of voice
Our brand’s tone of voice is confident, clear and proud. It’s authoritative without being forceful, intimidating or pompous. As leaders, we must be humble and empowering.
Copy is formal, direct and indisputable. We avoid subjective adjectives because the claims we make should be objectively true.
Fragments can be used for impact or emphasis. Language or phrases specific to the maritime industry can be tactfully included to make messages more pointed. On social media, tone can be friendlier and more unbuttoned.
What does this look like in practice?
CORRECT
Our unique regimented lifestyle will challenge you in positive ways.
We prepare students for successful careers on land and at sea.
For over 100 years, we at Massachusetts Maritime Academy have helped turn students into leaders.
Incorrect
No other maritime college can come close to challenging you the way we will.
Our students graduate with far better job offers than their peers from other institutions.
For well over a century, Mass. Maritime Academy has turned ordinary students into prosperous leaders.