{"id":19,"date":"2022-01-26T12:41:51","date_gmt":"2022-01-26T17:41:51","guid":{"rendered":"https:\/\/www.ramapo.edu\/brand\/?page_id=19"},"modified":"2026-06-15T10:22:21","modified_gmt":"2026-06-15T14:22:21","slug":"brand-language","status":"publish","type":"page","link":"https:\/\/www.ramapo.edu\/brand\/brand-language\/","title":{"rendered":"Brand Language"},"content":{"rendered":"<ul>\n<li><a href=\"#1\">Voice and Tone<\/a><\/li>\n<li><a href=\"#2\">On-Brand Word Bank<\/a><\/li>\n<li><a href=\"#3\">Sample Headline Bank<\/a><\/li>\n<\/ul>\n<div class=\"divider\"><img decoding=\"async\" src=\"\/wp-content\/themes\/rcnjrd\/images\/icons\/ramapo-arch-icom_rule.png\" alt=\"Ramapo\" \/><\/div>\n<h2>Brand Language Resources<\/h2>\n<a id=1><\/a>\n<h3>Voice and Tone<\/h3>\n<p>Each story we tell should have both a clear purpose and an authentic tone that feels distinctly like Ramapo. A helpful first step for any communicator is to commit the personality words to memory, as a reference. Then, use the following writing tips as a stylistic gauge.<\/p>\n<div class=\"collapsableContent\" tabindex=\"0\"><div class=\"collapsableTitle\"><span class=\"fa-stack\"><i class=\"fa fa-circle fa-stack-2x\"><\/i><i class=\"fa fa-chevron-down fa-stack-1x fa-inverse\"><\/i><i class=\"fa fa-chevron-up fa-stack-1x fa-inverse\"><\/i><\/span><strong>Writing tips<\/strong><\/div><div class=\"c_content\">\n<h4>1. Be clear and concise<\/h4>\n<p>The most effective messages are uncomplicated. Rather than getting hung up on academic language or marketing jargon, write clearly and in a straight-forward tone.<\/p>\n<h4>2. Know your audience<\/h4>\n<p>The Ramapo College of New Jersey brand will be communicated to lots of different audiences, with different needs. Before you start writing, know who it is you\u2019re aiming to connect with.<\/p>\n<h4>3. Make it all about \u201cYou\u201d<\/h4>\n<p>Use the second-person \u201cyou\u201d or \u201cyour\u201d to engage and motivate the reader. While everything you write will feel like it\u2019s about us, in reality, it\u2019s about them.<\/p>\n<h4>4. Say one thing well<\/h4>\n<p>Every tweet, pamphlet, headline, or blurb should have one distinct message. Get to the point and refrain from sending mixed messages, so that your audience knows how to act on the information you\u2019re giving them.<\/p>\n<h4>5. Focus on the new<\/h4>\n<p>We have a great story behind us; but our willingness to look forward and explore new ways of doing things is our strength. Express our curious and optimistic spirit by talking about the great things our faculty, students, and alumni are doing to break new ground.<\/p>\n<h4>6. Provide a benefit<\/h4>\n<p>What\u2019s in it for the reader? If you can\u2019t answer this question, it\u2019s time to pause and reconsider the piece.<\/p>\n<h4>7. Back it up<\/h4>\n<p>Our storytelling should feature relevant points of pride, statistics, testimonials, and emotion \u2014 but use them to support our messaging, not as a substitute for it.<\/p>\n<h4>8. Give the reader something to do<\/h4>\n<p>Always provide a single, clear call to action.<\/p>\n<h4>9. Be human<\/h4>\n<p>Our students, faculty, and alumni are the best examples of the work we\u2019re doing. Highlight their stories, their wins, and the challenges they face as part of the fabric of the Ramapo College of New Jersey story.<\/p>\n<h4>10. Be bold, not brash<\/h4>\n<p>We have a lot to be proud of \u2014 and it\u2019s okay to tout our successes. The key is to make sure our messaging is bold and confident, rather than brash or cocky.<\/p>\n<\/div><\/div>\n<div class=\"divider\"><img decoding=\"async\" src=\"\/wp-content\/themes\/rcnjrd\/images\/icons\/ramapo-arch-icom_rule.png\" alt=\"Ramapo\" \/><\/div>\n<a id=2><\/a>\n<h3>On-Brand Word Bank<\/h3>\n<p>Photos and graphics are not the only way to convey the Ramapo College brand. The words we choose and the manner in which we write also show our brand in action. Using the aforementioned writing tips, including these words as needed will verbally identify the Ramapo College brand.<\/p>\n<div class=\"row colSet\">\n<div class=\"sColumn col-sm-12 col-md-12 \">\n<div class=\"infoBox col-sm-12 col-lg-12  whiteBox\"><div class=\"boxContent\">\n<h4>Curriculum<\/h4>\n<ul>\n<li>Innovative<\/li>\n<li>Forward-thinking<\/li>\n<li>Modern<\/li>\n<li>Explorative<\/li>\n<li>Dynamic<\/li>\n<li>Outside-the-box<\/li>\n<li>Hands-on<\/li>\n<li style=\"color: #fff;\"><\/li>\n<\/ul>\n<\/div><\/div>\n<\/div>\n<div class=\"sColumn col-sm-12 col-md-12 \">\n<div class=\"infoBox col-sm-12 col-lg-12  whiteBox\"><div class=\"boxContent\">\n<h4>Community<\/h4>\n<ul>\n<li>Collaborative<\/li>\n<li>Connected<\/li>\n<li>Tight-knit<\/li>\n<li>Energetic<\/li>\n<li>Optimistic<\/li>\n<li>Spirited<\/li>\n<li>Bold<\/li>\n<li>Unafraid of change<\/li>\n<\/ul>\n<\/div><\/div>\n<\/div>\n<\/div>\n<div class=\"row colSet\">\n<div class=\"sColumn col-sm-12 col-md-12 \">\n<div class=\"infoBox col-sm-12 col-lg-12  whiteBox\"><div class=\"boxContent\">\n<h4>Faculty<\/h4>\n<ul>\n<li>Mentoring<\/li>\n<li>Encouraging<\/li>\n<li>Accessible<\/li>\n<li>Experienced<\/li>\n<li style=\"color: #fff;\"><\/li>\n<\/ul>\n<\/div><\/div>\n<\/div>\n<div class=\"sColumn col-sm-12 col-md-12 \">\n<div class=\"infoBox col-sm-12 col-lg-12  whiteBox\"><div class=\"boxContent\">\n<h4>Campus<\/h4>\n<ul>\n<li>Picturesque<\/li>\n<li>Safe<\/li>\n<li>Welcoming<\/li>\n<li>Home base<\/li>\n<li>\u201cEasy access to NYC\u201d<\/li>\n<\/ul>\n<\/div><\/div>\n<\/div>\n<\/div>\n<div class=\"infoBox col-sm-12 col-lg-12  maroonBox\"><div class=\"boxTitle\">On-Brand Writing Tip<\/div><div class=\"boxContent\">\n<p>When writing on-brand, incorporate some of these words as appropriate for the topic about which you are writing. Do not overwhelm the copy with all or most of these words; rather, use them strategically for impact.<\/p>\n<\/div><\/div>\n<div class=\"collapsableContent\" tabindex=\"0\"><div class=\"collapsableTitle\"><span class=\"fa-stack\"><i class=\"fa fa-circle fa-stack-2x\"><\/i><i class=\"fa fa-chevron-down fa-stack-1x fa-inverse\"><\/i><i class=\"fa fa-chevron-up fa-stack-1x fa-inverse\"><\/i><\/span><strong>On\/Off Brand Text Exercise<\/strong><\/div><div class=\"c_content\">\n<p>Choose one of the three options that best reflects the updated brand visual and verbal language.<\/p>\n<h4>EXERCISE 1<\/h4>\n<div class=\"row colSet\">\n<div class=\"sColumn col-sm-12 col-md-12 \">\n<p><span style=\"color: #862633;\"><strong>Option 1<\/strong><\/span><\/p>\n<p><strong>At Ramapo, we offer a traditional approach to the liberal arts that encourages discussion and reflection, giving our students the skills to think deeply, communicate effectively, and see things differently.<\/strong><\/p>\n<p><span style=\"color: #a42228;\"><strong>\u00d7 This example fails to get across the boldness in our personality.<\/strong><\/span><br \/>\nWe could fix this by explaining our approach to the liberal arts as \u2018modern\u2019 or \u2018innovative\u2019 (rather than \u2018traditional\u2019), and using more expansive words to describe our curriculum \u2013 like exploration, open-mindedness, and open discussion (rather than reflection or deep thinking, which are inward-focused).<\/p>\n<\/div>\n<div class=\"sColumn col-sm-12 col-md-12 \">\n<p><span style=\"color: #862633;\"><strong>Option 2<\/strong><\/span><\/p>\n<p><strong>At Ramapo, we offer a rigorous liberal arts education that encourages open discussion, collaboration, and scholarly inquiry; giving our students the confidence to see and do things differently.<\/strong><\/p>\n<p><strong><span style=\"color: #a42228;\">\u00d7 Much better but it\u2019s not the best.<\/span><\/strong><span class=\"s1\"><br \/>\n<\/span><b>Pros: <\/b>We mention \u2018open discussion\u2019 and \u2018collaboration\u2019, which are both great terms to use \u2014 and \u2018see and do things differently\u2019 is very on-brand.<br \/>\n<b>Cons:<\/b> We describe our approach to the <span class=\"s1\">liberal arts as \u2018rigorous\u2019, which may be partly true, but it still fails to get across our modern <\/span>and different approach. And, we use the term \u2018scholarly inquiry\u2019, which is much too stuffy and traditional for our brand.<\/p>\n<\/div>\n<div class=\"sColumn col-sm-12 col-md-12 \">\n<p><span style=\"color: #862633;\"><strong>Option 3<\/strong><\/span><\/p>\n<p><strong>At Ramapo, we offer a modern approach to the liberal arts that encourages open discussion and exploration, giving our students the confidence to explore their interests, speak their minds, and see things in bold new ways.<\/strong><\/p>\n<p><strong><span style=\"color: #339966;\">\u2713 Best Example<\/span><br \/>\n<\/strong>We hit on our \u2018modern approach\u2019 to the liberal arts, we use expansive terms like \u2018open discussion\u2019, \u2018exploration\u2019 and \u2018explore their interests\u2019, and we also get at the boldness of our Ramapo community \u2013 our students are unafraid to \u2018speak their minds\u2019 and \u2018see things in bold new ways.\u2019<\/p>\n<\/div>\n<\/div>\n<div class=\"divider\"><img decoding=\"async\" src=\"\/wp-content\/themes\/rcnjrd\/images\/icons\/ramapo-arch-icom_rule.png\" alt=\"Ramapo\" \/><\/div>\n<h4>EXERCISE 2<\/h4>\n<div class=\"row colSet\">\n<div class=\"sColumn col-sm-12 col-md-12 \">\n<p><span style=\"color: #862633;\"><strong>Option 1<\/strong><\/span><\/p>\n<p><strong>RCNJ graduate Brandee Chapman spent a month hiking and camping through six different states as part of Ramapo\u2019s Pacific Northwest program; fueling her interest in environmental conservation. Now, she is State Trails Coordinator for the Department of Environmental Conservation. <span style=\"color: #c41e1e;\">#wearercnj<\/span><\/strong><\/p>\n<p><span style=\"color: #a42228;\"><strong>\u00d7 This example is great \u2014 but it\u2019s not distinctive.<br \/>\n<\/strong><\/span>It gets across the major details (what Brandee did at Ramapo and how it shaped her current career) \u2014 but there is no on-brand language in here.<\/p>\n<\/div>\n<div class=\"sColumn col-sm-12 col-md-12 \">\n<p><span style=\"color: #862633;\"><strong>Option 2<\/strong><\/span><\/p>\n<p><strong>RCNJ graduate Brandee Chapman was bold enough to spend a month hiking and camping through six different states as part of Ramapo\u2019s Pacific Northwest program; a new experience that sparked her passion for environmental conservation. Now, she runs a one-woman show as State Trails Coordinator for the Department of Environmental Conservation in New Jersey. <span style=\"color: #c41e1e;\">#RCNJ<\/span><\/strong><\/p>\n<p><span class=\"s1\"><strong><span style=\"color: #339966;\">\u2713 Best Example<br \/>\n<\/span><\/strong><\/span>We\u2019ve made subtle tweaks to the language to get our boldness across \u2013 \u2018Brandee<span class=\"s1\"> Chapman was bold enough to\u2026\u2019, \u2018a new <\/span>experience that sparked her passion\u2019, and \u2018she runs a one woman show\u2019. <span class=\"s1\">We\u2019ve also included a hashtag which, albeit simple, is ownable for Ramapo <\/span>and aligned with the new brand.<\/p>\n<\/div>\n<div class=\"sColumn col-sm-12 col-md-12 \">\n<p><span style=\"color: #862633;\"><strong>Option 3<\/strong><\/span><\/p>\n<p><strong>RCNJ graduate Brandee Chapman spent a month hiking, camping, and learning about local reservations, fisheries and historical sites as part of Ramapo\u2019s Pacific Northwest program; sparking a connection with and love for the environment. Now, she is doing what she loves as State Trails Coordinator for the Department of Environmental Conservation. <span style=\"color: #c41e1e;\">#RamapoCollege<\/span><\/strong><\/p>\n<p><strong><span style=\"color: #a42228;\">\u00d7 This example is a little more detailed than the first one, but it\u2019s too touchy-feely for Ramapo\u2019s bold brand.<br \/>\n<\/span><\/strong>We use terms like \u2018a connection with and love for the environment\u2019 and \u2018doing what she loves\u2019 (neither are bad things to say; but there\u2019s no bold language in here to convey Ramapo\u2019s brave\/explorative outlook.) We do use on-brand language in the hashtag \u2018live and learn boldly\u2019 \u2013 but, a hashtag is of little use if it isn\u2019t recognizable as Ramapo College. We should try to include the word \u2018Ramapo\u2019 or \u2018RCNJ\u2019 in there to make it ownable.<\/p>\n<\/div>\n<\/div>\n<div class=\"infoBox col-sm-12 col-lg-12 \"><div class=\"boxTitle\">Social Media Tip<\/div><div class=\"boxContent\">\n<p>When using hashtags, use <span class=\"s2\">camel case, which means capitalizing the first letter of each word so hashtags are more readable.<br \/>\nExamples: #RamapoCollege, not #ramapocollege and #WeAreRCNJ, not #wearercnj. For more information about social media best practices, visit <\/span><a href=\"https:\/\/www.ramapo.edu\/social-media\/\"><span class=\"s3\">ramapo.edu\/social-media<\/span><\/a><span class=\"s2\">.<\/span><\/p>\n<\/div><\/div>\n<\/div><\/div>\n<div class=\"divider\"><img decoding=\"async\" src=\"\/wp-content\/themes\/rcnjrd\/images\/icons\/ramapo-arch-icom_rule.png\" alt=\"Ramapo\" \/><\/div>\n<a id=3><\/a>\n<h3>Sample Headline Bank<\/h3>\n<p>Brand headlines can be used in various tactics for Ramapo College of New Jersey at the brand level. Each headline ties back to Ramapo\u2019s brand essence and brand pillars. They can serve as calls to action or copy on advertisements (billboards, digital ads, light pole banners, etc.), and are intended to demonstrate how the Ramapo brand messaging can be brought to life in various ways.<\/p>\n<div class=\"row colSet\">\n<div class=\"sColumn col-sm-12 col-md-12  equal-height \"><div class=\"col-border\">\n<h3 class=\"p1\"><span class=\"s1\"><b>See<br \/>\n<\/b><\/span><span class=\"s2\" style=\"color: #c41e1e;\"><b>your potential<\/b><\/span><span class=\"s3\"><b> \/ <\/b><\/span><span class=\"s2\" style=\"color: #c41e1e;\"><b>your career<\/b><\/span><span class=\"s3\"><b> \/<br \/>\n<\/b><\/span><span class=\"s2\" style=\"color: #c41e1e;\"><b>yourself<\/b><\/span><span class=\"s1\"><b><br \/>\nin bold<br \/>\nnew ways.<\/b><\/span><\/h3>\n<\/div><\/div>\n<div class=\"sColumn col-sm-12 col-md-12  equal-height \"><div class=\"col-border\">\n<h3 class=\"p1\"><strong><span class=\"s1\" style=\"color: #c41e1e;\">Learn<\/span><span class=\"s2\"> \/<br \/>\n<\/span><\/strong><strong><span class=\"s1\" style=\"color: #c41e1e;\">Think<\/span><span class=\"s2\"> \/<br \/>\n<\/span><span class=\"s1\" style=\"color: #c41e1e;\">Live<\/span><span class=\"s3\"><br \/>\nBoldly.<\/span><\/strong><\/h3>\n<\/div><\/div>\n<div class=\"sColumn col-sm-12 col-md-12  equal-height \"><div class=\"col-border\">\n<h3 class=\"p1\"><span class=\"s1\"><b>Education, undaunted.<\/b><\/span><\/h3>\n<h3 class=\"p1\"><span class=\"s1\"><b>Education,<br \/>\nunlimited. <\/b><\/span><\/h3>\n<h3 class=\"p1\"><span class=\"s1\"><b>Education, unparalleled.<\/b><\/span><\/h3>\n<\/div><\/div>\n<\/div>\n<div class=\"row colSet\">\n<div class=\"sColumn col-sm-12 col-md-12  equal-height \"><div class=\"col-border\">\n<h3 class=\"p1\"><span class=\"s1\"><b>Learn<br \/>\ncollaboratively. <\/b><\/span><\/h3>\n<h3 class=\"p1\"><span class=\"s1\"><b>Think<br \/>\ncuriously. <\/b><\/span><\/h3>\n<h3 class=\"p1\"><span class=\"s1\"><b>Speak<br \/>\nconfidently.<\/b><\/span><\/h3>\n<\/div><\/div>\n<div class=\"sColumn col-sm-12 col-md-12  equal-height \"><div class=\"col-border\">\n<h3 class=\"p1\"><span class=\"s1\"><b>Be bolder than the status quo.<\/b><\/span><\/h3>\n<\/div><\/div>\n<div class=\"sColumn col-sm-12 col-md-12  equal-height \"><div class=\"col-border\">\n<h3 class=\"p1\"><span class=\"s1\"><b>Bold doesn\u2019t look back.<\/b><\/span><\/h3>\n<\/div><\/div>\n<\/div>\n<div class=\"row colSet\">\n<div class=\"sColumn col-sm-12 col-md-12  equal-height \"><div class=\"col-border\">\n<h3 class=\"p1\"><span class=\"s1\"><b>Bold <\/b><\/span><span class=\"s2\" style=\"color: #c41e1e;\"><b>[research<br \/>\ninitiative here]<\/b><\/span><span class=\"s1\"><b>.<\/b><\/span><\/h3>\n<p class=\"p2\"><span class=\"s3\"><b>e.g. <\/b><\/span><span class=\"s4\" style=\"color: #c41e1e;\"><b>Bold Fights Childhood Cancer.<\/b><\/span><span class=\"s3\"><b> \/ <\/b><\/span><span class=\"s4\" style=\"color: #c41e1e;\"><b>Bold Explores Greener Transport Alternatives.<\/b><\/span><span class=\"s3\"><b> \/ <\/b><\/span><span class=\"s4\" style=\"color: #c41e1e;\"><b>Bold Increases Access to Education.<\/b><\/span><\/p>\n<\/div><\/div>\n<div class=\"sColumn col-sm-12 col-md-12  equal-height \"><div class=\"col-border\">\n<h3 class=\"p1\"><span class=\"s1\"><b>Be bold enough to ask the big questions. <\/b><\/span><\/h3>\n<\/div><\/div>\n<div class=\"sColumn col-sm-12 col-md-12  equal-height \"><div class=\"col-border\">\n<h3 class=\"p1\"><span class=\"s1\" style=\"color: #c41e1e;\"><b>[Subject area here]<\/b><\/span><span class=\"s2\"><b>, emboldened. <\/b><\/span><\/h3>\n<p class=\"p2\"><span class=\"s3\"><b>e.g. <\/b><\/span><span class=\"s4\"><b><span style=\"color: #c41e1e;\">Education, emboldened.<\/span> <\/b><\/span><span class=\"s3\"><b>\/ <\/b><\/span><span class=\"s4\" style=\"color: #c41e1e;\"><b>Engineering, emboldened. <\/b><\/span><span class=\"s3\"><b>\/ <\/b><\/span><span class=\"s4\" style=\"color: #c41e1e;\"><b>Performing arts, emboldened.<\/b><\/span><\/p>\n<\/div><\/div>\n<\/div>\n<div class=\"collapsableContent\" tabindex=\"0\"><div class=\"collapsableTitle\"><span class=\"fa-stack\"><i class=\"fa fa-circle fa-stack-2x\"><\/i><i class=\"fa fa-chevron-down fa-stack-1x fa-inverse\"><\/i><i class=\"fa fa-chevron-up fa-stack-1x fa-inverse\"><\/i><\/span><strong>Headline Generation Exercise<\/strong><\/div><div class=\"c_content\">\n<p>Brainstorm a few ideas for each of the headline constructs below.<\/p>\n<div class=\"row colSet\">\n<div class=\"sColumn col-sm-12 col-md-12 \">\n<h3 class=\"p1\"><span class=\"s1\"><b>Bold <\/b><\/span><span style=\"color: #c41e1e;\"><b>(research <\/b><b>initiative here).<\/b><\/span><\/h3>\n<p class=\"p1\"><strong><span class=\"s1\">Examples:<\/span><\/strong><\/p>\n<p class=\"p1\"><strong><span class=\"s1\">Bold <\/span><span style=\"color: #c41e1e;\">Fights Childhood Cancer.<\/span><\/strong><\/p>\n<p class=\"p1\"><strong><span class=\"s1\">Bold <\/span><span style=\"color: #c41e1e;\">Explores Greener Transport Alternatives.<\/span><\/strong><\/p>\n<p class=\"p1\"><strong><span class=\"s1\">Bold <\/span><span style=\"color: #c41e1e;\">Increases Access to Education.<\/span><\/strong><\/p>\n<\/div>\n<div class=\"sColumn col-sm-12 col-md-12 \">\n<h3 class=\"p1\"><span class=\"s1\"><b>See<\/b><\/span><b><span style=\"color: #c41e1e;\"> _________<\/span> <\/b><span class=\"s1\"><b>in <\/b><\/span><b>bold new ways.<\/b><\/h3>\n<p><strong>Examples:<\/strong><\/p>\n<p class=\"p1\"><strong>See <span class=\"s1\" style=\"color: #c41e1e;\">your potential<\/span> in bold new ways.<\/strong><\/p>\n<p class=\"p1\"><strong>See <span class=\"s1\" style=\"color: #c41e1e;\">your career<\/span> in bold new ways.<\/strong><\/p>\n<p class=\"p1\"><strong>See <span class=\"s1\" style=\"color: #c41e1e;\">yourself<\/span> in bold new ways.<\/strong><\/p>\n<p class=\"p1\"><em><b>What other words could be used here?<\/b><\/em><\/p>\n<\/div>\n<div class=\"sColumn col-sm-12 col-md-12 \">\n<h3 class=\"p1\"><b>Be bolder than <\/b><span style=\"color: #c41e1e;\"><b>the status quo.<\/b><\/span><\/h3>\n<p><strong>Example:<\/strong><\/p>\n<p class=\"p1\"><strong>Be bolder than <span class=\"s1\" style=\"color: #c41e1e;\">9-to-5.<\/span><\/strong><i>(for an article discussing an entrepreneurial student)<\/i><\/p>\n<p class=\"p1\"><em><strong>How else could we use this?<\/strong><\/em><\/p>\n<p class=\"p1\"><em><strong>What are some examples of \u2018status quo\u2019 things, and how does Ramapo do things differently?<\/strong><\/em><\/p>\n<\/div>\n<\/div>\n<\/div><\/div>\n","protected":false},"excerpt":{"rendered":"<p>Voice and Tone On-Brand Word Bank Sample Headline Bank Brand Language Resources Voice and Tone Each story we tell should have both a clear purpose and an authentic tone that feels distinctly like Ramapo. A helpful first step for any communicator is to commit the personality words to memory, as a reference. Then, use the [&hellip;]<\/p>\n","protected":false},"author":457,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"class_list":["post-19","page","type-page","status-publish","hentry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v21.5 (Yoast SEO v28.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Brand Language - Brand Guidelines || Ramapo College of New Jersey<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.ramapo.edu\/brand\/brand-language\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Brand Language\" \/>\n<meta property=\"og:description\" content=\"Voice and Tone On-Brand Word Bank Sample Headline Bank Brand Language Resources Voice and Tone Each story we tell should have both a clear purpose and an authentic tone that feels distinctly like Ramapo. A helpful first step for any communicator is to commit the personality words to memory, as a reference. 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