Brand Voice
A resource to help communicators confidently integrate the Lab’s values and brand personality into our messaging
What Is This Guidebook and Who Is It For?
The Cornell Lab Brand Voice Guidebook is a resource that helps communicators to confidently integrate the Lab’s values and brand personality into our messaging. It establishes guidelines and provides advice on how to develop a consistent tone. It’s not intended to be a rigid set of rules.
If you write or speak about the Lab to a public audience, this Guidebook is here to help you, including Lab staff who:
- write website articles
- write or edit for print products or PDFs
- manage a Lab social media account
- host a webinar
- draft a film script
- lead a sound recording workshop
- send emails to donors
- or if you are a new staff member looking for a jump start in learning the Lab’s communication style
Additionally, if you work with partners or collaborators who need to understand how the Lab communicates, please feel free to direct them to this resource.
Table of Contents
Describing the LabMission statement, description of our work, guidelines for centers, and more.
- Core Messages
Key ideas and values that motivate our work.
- Creating Content
Basic approaches to producing consistent communications.
- Voice and Tone
How to convey a range of tones within the Lab’s consistent voice.
- Tips for Writing on Social Media
Guidelines and best practices for writing posts and moderating comments.
- Usage Conventions
Guidance on Lab-specific usage conventions.
- Style Guide A to Z
Specific guidance for how to treat common words and terms.
- Media Relations
Resources for promoting your work with the media.
Photo credits: Lab illustration by Hillier Group; Young Birders Event 2023 by Jenna Curtis; Red Knots by John C. Sullivan / Macaulay Library; Varied Bunting by Bryan Calk / Macaulay Library; Common Nighthawk by Jay McGowan / Macaulay Library; Clark’s Grebe by Luke Seitz / Macaulay Library; Yellow-faced Honeyeater by Timothy Paasila / Macaulay Library.