Tone and Voice Playbook
A Guide for WVU Communicators and Marketers
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Part of a strong strategy is a consistent and compelling personality, tone, and voice. This guide will show you how to write like West Virginia University.
How To Use this Guide
Use the information provided throughout this document to transform your writing into the style of the University. These tips and tricks will guide you in your day-to-day writing, whether it be for marketing materials, website copy, or digital ads, just to name a few.
This guide is designed to help you identify and break down the key components of written communication. You’ll learn how to spot stylistic choices in sentence structure and vocabulary, how tone reflects a writer’s attitude, and how personality gives writing its distinctive voice. Through examples and practical tips, you’ll develop the tools to read between the lines and uncover what makes a piece of writing truly unique.
This document is just one resource in the toolbox alongside a universal Style Guide and Storytelling Playbook.
Understanding how to write like WVU is just as important as understanding what to write about. Whether you’re analyzing an author’s work, developing a brand voice, or improving your own writing, being able to recognize style, tone, and personality is essential. These elements shape how a message is received and interpreted, influencing clarity, emotion, and connection with the audience.
Personality
WVU is the ‘Everyman Hero’
Part of what makes us feel distinct among other universities is our personality, a key component of our brand strategy.
Archetypes can be helpful tools for thinking about personality. They can help communicators make decisions when moving from strategy to creative to crafting specific messages.
- Core Traits: Brave, determined, strong-willed, often self-sacrificing
- Role: The Hero is the central person who embarks on a journey (physical, emotional, or spiritual) to overcome a significant challenge. Along the way, they grow through trials and ultimately achieve some form of victory or transformation.
- Typical Narrative: Faces conflict or adversity, receives help or a call to action, undergoes trials or setbacks, and emerges triumphant (often changed)
- Examples: King Arthur, Harry Potter, Katniss Everdeen, Frodo Baggins (though Frodo also contains Everyman traits)
- Core Traits: Relatable, humble, ordinary, often reluctant or unassuming
- Role: The Everyman is not heroic in a traditional sense but becomes significant through their decisions, decency, or resilience. They represent the audience—grounded and accessible, often discovering courage in adversity.
- Typical Narrative: Begins in an average, everyday world, is pulled into unusual circumstances, and must rise to the occasion despite lacking special powers or training.
- Examples: Bilbo Baggins, Arthur Dent (The Hitchhiker’s Guide to the Galaxy), Jim Halpert (The Office)
Why ‘Everyman Hero’ works
The blend of Hero and Everyman creates a deep emotional connection with the audience. We see ourselves in their struggles, but we’re inspired by their growth. It sends the message:
“Even the ordinary can become extraordinary.”
When you combine the Hero and Everyman archetypes, you get a person who is both relatable and admirable. It’s someone ordinary who rises to meet extraordinary challenges. This hybrid is often called the “Reluctant Hero.”
Core Traits:- Unassuming or average at the start
- Motivated by personal values, not glory
- Faces doubts and fears like any person
- Grows into bravery, leadership, or sacrifice through the story
- Wins not because of superpowers, but because of heart, grit, and moral strength
This person draws the audience in through their normalcy. They’re someone you’d know in real life, until something forces them out of their comfort zone. What makes them heroic is their willingness to keep going, to stand up when it matters, even when they feel outmatched.
Fictionally speaking…
The “Everyman Hero” archetype is fairly commonly used in fiction writing, as it’s a relatable and well-liked type of character, particularly when paired with a strong villain. While WVU doesn’t necessarily need to sound like these characters, it may be worth noting how they handle certain situations and consider that if WVU was a person it would act similarly.
- Spider-Man from “Spider-Man”/Marvel
- Katniss Everdeen from “The Hunger Games”
- Ron Weasley from “Harry Potter”
- Woody from “Toy Story”
- Pepper Potts from “Iron Man”/Marvel
- Donna Noble from “Doctor Who”
We're [insert adjective here]...
When you act as WVU, these are the overarching characteristics that you should portray. How you flex these characteristics per audience may vary, but when you think of WVU you should think of the University as welcoming, clever, spirited, resourceful, and rooted.
- Welcoming
- Adventurous
- Friendly
- Clever
- Bright
- Personable
- Ambitious
- Street smart
- Spirited
- Fun
- Lively
- Passionate
- Resourceful
- Helpful
- Versatile
- Rooted
- Perservering
- Proud
- Inspiring
“The mountains make us who we are. And we’re proud to be in almost heaven. Write your own chapter of Mountaineer history.”
“The college-search process can be overwhelming, but we’re here to help you along the way.”
Our personality coming to life
“We’re WVU. Hi! It’s great to meet you. A little about us? OK!
We’re loyal and warmhearted. People tell us we’re also clever, resourceful, rooted, spirited, and welcoming, and that’s cool with us. We thrive when you doubt us. Seriously, tell us we can’t do something. You’ll be surprised.
We adventure beyond what we already know, whether it be in the classroom, abroad, or in our own backyard. We’re curious about the future, the world, and what could be. Our ambitions are built by every single Mountaineer, and we work hard(-er than everyone else) to turn dreams into realities. We don’t see shortcomings … we see opportunities to overcome.
We’re fun! We help build friendships that last. We prepare our own to have strong careers. And we know how to make lifelong memories, whether it’s among 60,000 others in Milan Puskar Stadium, in our state-of-the-art crime-scene complex, or on a raft on the Cheat River.
We live in the most beautiful place on earth (there’s a reason they call it “Almost Heaven.”). We make an impact not just on our community of students, faculty, and staff but among all West Virginians, too. We do that through our research, unique ingenuity, and an unspoken ambition to do the right thing for our own.”
Our Brand Essence
Pride in our people
WVU will forever be a University and brand built by its people. As the land-grant, we have been about West Virginians from day one. Today, we continue to have a strong sense of pride in those people who make us who we are today. We’re not just proud to be associated with WVU, but we’r especially proud of the individuals and group efforts that are uniquely filled with Mountaineer spirit. When it comes down to it, we cheer for other Mountaineers, and we want that spread around the world.
When we write as the University, we need to flip the switch to truly become the personality of WVU. Think about “pride in our people” and adapt your writing appropriately with constant positivity and excitement for individuals or groups and their achievements.
Our Writing Style
What makes our writing style unique
We’re people-first.
Find the person, and make them the hero. If you’re needing a lead paragraph, you want to find a way to connect it to someone who is thriving at WVU or because of WVU.
Another way to be people-first is to clearly speak directly to the individual the content is written for. If it’s a piece with strong strategic backing, lean into the audience and speak directly to them. You’ll use “you,” “your,” and “you’re” often.
When in doubt, always sound human. When you finish your writing, read it out loud and make sure it sounds conversational. Stay away from the em dash, as it’s commonly used in AI-generated copy. Use shorter sentences or commas instead.
Use active voice (the subject of the sentence performs the action). It’s clear, direct, and usually more engaging than passive voice. This also helps our writing be “people-first.”
We’re conversational.
Use common words and phrases that people use in everyday life. There’s no real need to try to sound more intelligent or confuse your readers with words they might have to look up to truly understand. When you write conversationally, your tone is relaxed. It should feel easygoing and approachable, like you’re talking to a friend, rather than like you’re delivering a speech. We use a conversational tone to put a reader at ease, create a sense of familiarity, and make our written communications feel more personal.
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Use shorter, more natural sentences. Consider utilizing more frequent finite punctuation, like periods and exclamation points, instead of longer, more drawn-out sentences with commas and dashes.
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Use contractions (like you’re or it’s). Unless you’re writing very formally or to an audience that needs more professional writing, always use contractions.
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Consider emojis, everyday expressions, humor, and slang. Sometimes, with some audiences (like current and prospective students), these types of additions to communications can play well and make things feel more like the conversations they have with the people they’re closest with.
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Use first-person plural nouns to talk about ourselves (we, us, our, ours) and 2nd-person nouns to talk to our audience (you, your, yours).
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Include interaction questions and internal thoughts in your copy (usually found within parentheses).
Examples
Before: “Utilizing campus resources to enhance one’s academic trajectory is highly recommended.”
After: “You should check out all the stuff we’ve got on campus to help you succeed. It’ll really make a difference.”
Before: “The admissions process can be complex, and we encourage all students to review the requirements thoroughly before applying.”
After: “Applying to college can feel like a lot. We get it. Take a look at the steps, and if anything’s confusing, just ask. We’ve got you.”
We don't use flowery language.
Attention spans are short, so get to the point. And you don’t need to sacrifice creativity with more direct language. You can tell a stronger story by self-editing. Does every sentence work to accomplish the goal? Does every word? Are there unneeded words in your copy? What can be cut? Take a moment once you’ve finished your copy to consider if it can be made shorter and more concise.
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Consider short and simple words, too. We’re trying to relate and accomplish a goal. Don’t lose people in a barrage of adjectives and adverbs.
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In the previous version of our brand voice, we used “sets of 3” to stand out. However, our new version will move away from that to get to the point faster.
Examples
Before: “At WVU, we believe in helping students become who they were meant to be — curious, capable, creative, and ready for the world. Whether they’re studying art, agriculture, medicine, or game design, we help them turn their passions into purpose.”
After: “We’re helping students get ready for the world, whether they’re majoring in art or medicine. Here, they’ll turn their passion into a job after graduation.”
We get to the point.
We need to share our most important facts. However, a fact alone does not tell a complete story. To truly turn fact into value, you must consider the audience you’re speaking to and connect that fact to them to show why it matters.
As you develop information to share, consider a payoff to allow it to make a better impact. This may feel like a sales tactic, but, used within the scope of our personality and tone can make it feel truly matter of fact and like we’re lending a helping hand, not selling ourselves inappropriately. Only use this approach with statistics that truly shine with your audience. Otherwise, it will feel inauthentic.
Consider an equation to help you (we know, it’s a writing guide, but still).
Fact x Audience Impact = Value
Fact: 45% of WVU undergraduate students graduate debt-free.
General brand awareness: Unlike what you may hear in the news about the cost of a college degree, WVU provides an education that will lead to higher long-term wages without the burden of student loan payments for life.
Prospective students: Through aid and scholarships, your WVU degree can be paid for by the time you graduate, making WVU a better value than many universities.
Parents: You won’t have to pay for your child’s college degree for the rest of your lives.
State and external partners: We’re making it possible for more students to access higher education without suffering the consequences of over-the-top tuition prices.
We use verbs with movement.
When you’re looking to level-up your copy, the verbs you choose can really make a difference, particularly in headlines, subheads, email subject lines, and email preheader text. With our “Let’s Go!” tagline, our brand has a sense of movement and urgency, so choosing verbs that complement that will align the copy better with the University.
Consider these types of verbs:
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Continued Movement: Change, Shift, Evolve, Pivot, Swing, Turn, Reform, Reshape, Transition, Revolutionize
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Physical Movement: Advance, Charge, Dash, Leap, Race, Climb, Vault, Slide, Dive, Propel
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Progress: Push, Drive, Power, Surge, Accelerate, Escalate, Expand, Build, Continue, Flow
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Force: Start, Trigger, Spark, Ignite, Catapult, Kick off, Set (in motion), Activate, Unleash, Generate
We add humor when it’s appropriate.
Writing to elicit a chuckle or a smirk is a mountain to climb. Humor is subjective, but it can be used as an effective tool in writing.
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The rule of 3, or a comic triple, is a device regularly used by writers, humorists, and comedians. The 3rd component is often used to establish an element of surprise with the audience, and is usually the punch line, of sorts.
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Do not use self-deprecating humor when talking about our brand and our University
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Do not punch down.
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Timing is crucial. Do not attempt humor in real time if there is a campus-wide emergency.
Example
“Pioneers crossed continents in pursuit of new world discoveries. With our libraries, you’ll barely have to cross the street for yours.”
How Our Writing Style Has Changed
An example of how our writing style has adapted with our recent brand refresh.
Before
At WVU, passion isn’t a side quest — it’s the main mission. In our Game Design and Interactive Media Program, students don’t just dream about building games. They start doing it from day one.
Watch (URL) how WVU students are designing their future through play. For Teaching Assistant Professor Heather Cole, it’s about more than pixels and programming. It’s about preparing students for industries that are evolving fast — and empowering them to make their mark in them.
Cole is passionate about helping students explore creativity through play — and about teaching them how to shape stories, solve problems, and build community in the process.
“Play is essential. It’s an essential part of the human experience. What we teach students is how to create those moments of play and how to create a story within those moments of play.”
At WVU, we believe in helping students become who they were meant to be — curious, capable, creative, and ready for the world. Whether they’re studying art, agriculture, medicine, or game design, we help them turn their passions into purpose.
Thank you for supporting WVU and inspiring the next generation.
CTA: Watch the video (URL).
After
Heather Cole isn’t on a side quest. Her main mission is turning WVU students’ passion for video games into jobs through real-life experiences.
Cole, a teaching assistant in the Game Design and Interactive Media Program, helps students create games, encouraging them to explore their own creative ideas, shape stories, and solve problems along the way.
Watch (URL) how WVU students are designing video games right here on campus.
“Our Game Design and Interactive Media Program is a really great place for students to come and learn about how to make games. We are making games pretty much on day one and in all of their classes,” Cole said.
The WVU Game Design and Interactive Media Program helps students prepare to enter the growing video game industry, which is worth more than $500 million in the US alone.
Ready to see how we drive success? Let’s Go!
CTA: Watch the video (URL)
Using ‘Let’s Go!’ for Headlines
Headlines work best when they’re succinct and make a powerful impression on a wide audience. With that in mind, here are 5 different ways to use ‘Let’s Go!’ in a headline.
As a rallying cry
To keep this compelling, use it as the answer to a rhetorical question. This can convey a sense of excitement about the work being done on and around campus. With this type of headline, think of ‘Let’s Go!’ as a rallying cry rather than a verb. Only use 1 “o” and 1 exclamation point.
Examples
- Studying lakes to better understand life on Mars? Let’s Go!
- Developing high-tech headsets that prevent fatal accidents? Let’s Go!
- Creating a startup that powers the state? Let’s Go!
’Let’s Go!’ as a verb
In this construction, we use ‘Let’s Go!’ as a verb, showcasing the same excitement as the examples above but in a slightly different way. See how starting the sentence with a verb or adjective shifts the meaning of the phrase? You can use ‘Let’s Go.” with a period, too.
Examples
- Want to study lakes to better understand life on Mars? Let’s Go!
- Ready to develop high-tech headsets that prevent fatal accidents? Let’s Go.
- Excited to launch your startup that powers the state? Let’s Go!
Let’s Go + Invite
Exploration is a key part of our messaging strategy. This headline pattern speaks directly to the desire to push boundaries and discover new things.
Examples
- Let’s go further
- Let’s go forward
- Let’s go together
- Let’s go to places we’ve never been
Let’s + Action
By focusing on the word “let’s,” we can dial up the boldness and urgency in our tone.
Examples
- Let’s make it happen
- Let’s make real change in aerospace technology
- Let’s push forensic science even further
- Let’s move beyond expectation
Go + Motion
Movement is a huge part of the Mountaineer spirit, and by focusing specifically on the word “Go,” we can lean into that idea.
Examples
- Go forth
- Go faster
- Go forever
- Go together
- Go further
A Few Reminders
Think of our brand tone, voice, and personality on a spectrum. A staple recruitment booklet should be 10/10 brand voice. A simple internal newsletter announcement about HR policies might feel a bit different, and could be more like a 2/10.
Remember your audience, and adapt your writing style to them. Our audiences are varied, and so are their interests. With every message you send, put yourself in the audience’s shoes and ask, “Does this sound like something that would resonate with them?”
Any good writing starts with a star piece of information or an individual or group hero. Search for that hero, and use it to carry your writing in a WVU-specific way.
If you have questions or want more information about our writing tone, voice, and personality, reach out to our Strategic Communications and Marketing team contacts.
- Tony Dobies Anthony.Dobies@mail.wvu.edu
- jake Stump Jake.Stump@mail.wvu.edu