Brand Voice

How we sound

The NIU VOICE is how we want to sound. Use language carefully and craft your writing to express our brand personality, taking into consideration content and tone.

Our BRAND PERSONALITY is personalized, inviting and charged. Read more about brand personalityhow-tos and examples.

CONTENT is the message — the points you want to make within a communication to inform and inspire your reader to take action. Content can be anything from informing students of test requirements to information about housing. When appropriate, include one or more NIU key strengths and benefits as part of your content.

TONE is the variation of voice you might use depending on the audience and medium. For example, an email explaining the steps to apply for financial aid will sound different than a Facebook post announcing a Huskie pep rally.

Brand voice

Follow Associated Press style.

The official style manual for all Northern Illinois University communications is The Associated Press Stylebook. All university units are expected to follow AP style. Webster’s New World College Dictionary at is used for spelling and usage issues not covered in The AP Stylebook.