How to write on brand

Our tone of voice

Everything we write and say shows the world who we are. Our words convey our unique personality and let everyone know that we are:

Diverse in our make-up and united in our ambition – we pursue excellence in knowledge and learning to transform our communities, the world and beyond. We are Citizens of Change.

Citizens of Change
We craft our words using four key principles – we are inspiring, inclusive, confident and unexpected. When you’re writing for the University of Leicester, be:

Inspiring
We use an active voice to uplift our readers.

Inclusive
We speak encouragingly to be clear that our arms are open.

Confident
We communicate assertively to show our expertise.

Unexpected
We express ourselves boldly with strong language.