Editorial style

Writing brand components into Dalhousie communications

Editorial guidelines

As outlined in our brand promise, all print materials – including brochures, reports, presentations, speeches, fund-raising letters, and so on – should reinforce the brand concept of Dalhousie University: Inspiring Minds.

In print materials, we express brand components through our words. Build key messages that focus on the benefits and opportunities that occur because of:

• Our nationally and internationally recognized faculty;
  
• Dalhousie's depth and breadth of programming;
  
• Education and research in a highly collaborative campus environment (collaboration on campus and collaboration linking us to off-campus partners);
  
• Incredible contributions of Dalhousie's meaningful research enterprise;
  
• Dalhousie's part in the vibrant Halifax community (including examples of how Dalhousie strengthens Halifax, and how we provide service to the community).

Positioning Statement

Dalhousie’s positioning statement defines the foundation from which the university’s integrated marketing program is developed.

• Who? Dalhousie University
• What? is one of Canada’s leading universities widely recognized for outstanding academic quality and the opportunities presented by our broad range of educational and research activities.
• For whom? Dalhousie, part of the vibrant Halifax community since 1818, attracts high achieving, motivated, and engaged students from around the world.
• What’s different? We provide a unique interactive and collaborative environment with diverse, challenging academic programs and career-oriented opportunities.
• So what? We inspire our students, faculty, staff, and graduates to make significant contributions to our region, Canada, and the world.

Key Messages

Key messages allow you to customize the brand components for the communications vehicle being used, the faculty or unit being described, and the target audience. Key messages include the important benefit(s) or outcome(s) that audiences receive as the result of each specific brand component.

• In developing key messages, adapt wording to fit the style of the speaker and the expectations of the audience.
• Include key messages in departmental communications, such as recruitment materials, public presentations, and in contact with students and the community.
• Support each key message with proof points – facts, data, anecdotes, examples – that illustrate how each brand component is true for Dalhousie, or the area of Dalhousie being described.
• Brand components are the same for all parts of Dalhousie. Key messages and proof points, however, are customized for each area. For example, the Faculty of Engineering and the Alumni Association will both use the brand components as their starting point to develop key messages, but how the key messages are expressed will be quite different.