Voice and Tone
Our brand voice helps express who we are through personality traits that ultimately help us achieve our mission. When we write, these personality attributes guide us in crafting functional and expressive communications. They offer both creative constraints and the opportunity to shift tones depending on audience and context. We sing one song in many voices.
Our personalities shape our tone of voice—the mood, attitude, or emotional context of a piece. Tone of voice might change depending on the context. For example when writing a social media post to encourage participation in an event, you might use a friendly, welcoming, and fun tone of voice. But when writing an article about the tragic loss of birds, you might use a more somber and caring tone.
Brand Personalities
| The Lab is… | we’re always… | but never… | so people feel… |
|---|---|---|---|
| Generous | Joyful Giving Helpful Collaborative | Owed Sanctimonious Patronizing | Impactful Inspired Fulfilled |
| Rigorous | Effective Responsible Objective | Sloppy Boring Humorless | Enlightened Confident Informed |
| Driven | Visionary Passionate Agile | Complacent Selfish Competitive | Engaged Excited Motivated |
| Inclusive | Caring Accessible Supportive | Preachy Superficial Inauthentic | Respected Supported Welcomed |
| Trustworthy | Expert Ethical Genuine | Elitist Stuffy Pompous | Safe Responsible Valued |
Generous
We freely share inspiration, knowledge, and tools to spark joy and help conserve birds and nature. We offer myriad ways to engage and partner to make an impact. We give credit for the contributions of others because we understand generosity is a two-way street.
- Invite participation
- Share inspiration and knowledge
- Acknowledge the contributions of others
- Be clear and direct to ensure our communications and products are user-friendly
- Use 1st and 2nd person (we, you) to be more friendly
- Use emotion to convey the experience and wonder of birds and nature (where appropriate)
- Use rich descriptions to convey joy
Don’t:
- Patronize
- Exclude
- Talking about our free programs and resources (tools/apps)
- Sharing knowledge
- Communications about offerings and projects created with partners
- Educational content
- Outreach to partners and new audiences
Spring is in full swing! The leaves are greening, the birds are singing, and we couldn’t be more excited to see them. Here are a few resources you can use to take full advantage of the season. —From a post on social media. The use of joyful and descriptive language with the offer of free resources brings out our generosity. The language also invites participation.
One of the joys of summer is having a visit from a buzzy, tiny, gem-colored hummingbird. You can attract these vibrant little birds by hanging a feeder filled with sugar water. What’s the best sugar water recipe to use? Find the answer, plus other useful tips on feeding and attracting hummingbirds, in our Question of the Week. —From a social media post. The generous personality comes out in use of descriptive, joyful language, offer of free resources, and shared knowledge.
In western North America, Say’s Phoebes are often spotted nesting on buildings. They’ll typically choose a spot under the eaves, in an area where they’re protected from above, similar to the cliffs and caves they nest on naturally. Download our free construction plans to build a nest shelf for your phoebes. —From All About Birdhouses. The generous personality comes out with the mention of free resources. This post is also an example of the rigorous personality with its matter-of-fact language.
Two Hairy Woodpeckers take control of the suet feeders in Sapsucker Woods while several other birds drop by for breakfast. These common woodpeckers range across most of North America, and they are often confused with their smaller doppelganger, the Downy Woodpecker. Learn how to tell these similar species apart at [this link] and watch the live cam [at this link].—From a Facebook post. It’s fun, friendly, and shares knowledge; characteristic of the generous personality.
Rigorous
Driven by inquiry, we are on a journey to advance scientific understanding of birds and nature. We don’t scratch the surface—we dig deep to uncover new knowledge. The integrity of our impact and our reputation depend on us being bold, meticulous, and never leaving a stone unturned.
- For nonacademic audiences, explain scientific concepts in matter-of-fact language
- Use jargon sparingly, and define it when you use it
- Fact-check before publishing
- Present science objectively
- Be precise
- Reveal sources
Don’t:
- Bore
- Use jargon without defining
- Anthropomorphize by attributing human expressions to animals (or if done for relatability, ensure it is consistent with biology)
- Exaggerate with unsubstantiated information
- Press releases
- Articles/posts about scientific research
- Fundraising messages focused on science
- Academic research and collaborations
- Projects and communications about science and conservation
- Lab products (Bird Academy courses, Birds of the World, etc.)
A new generation of eBird Trends maps provides an unprecedented fine-scale view of where bird species are increasing or decreasing. Identifying such trends is the crucial first step to begin identifying ways to reverse pervasive declines like the ones identified by the 2022 U.S. State of the Birds report. —From an eBird Science page. The rigorous personality comes out in the use of precise, matter-of-fact language and the citation of sources.
Birds of the World is the Cornell Lab’s signature publication featuring scholarly, comprehensive species profiles for every bird in the world. With deep content written by leading ornithologists, Birds of the World delivers unsurpassed avian life history content to a global audience of birders, ornithologists, and bird conservationists.—From Birds of the World. The rigorous personality comes out with words like comprehensive, unsurpassed, leading ornithologists. This post is also an example of the trustworthy personality with words such as signature, and a nod to sharing relevant information with our audience.
In rainforests many animals are nearly invisible, but not all are silent. Rainforests click, whirr, and hum with the sound of life. Just as heartbeats offer clues to doctors, these sounds convey endless information about the life of forests, capturing the coming and going of animals, the start and end of seasons, and even the sound of wind and rain. Until recently, making sense of these sounds was slow and laborious. At the K. Lisa Yang Center for Conservation Bioacoustics, we are developing ways to automate and accelerate the process.—From a blog post on the Yang Center website. This post engages the reader and seeks to dig deeper to uncover new knowledge—characteristics of the rigorous personality trait. Words like developing and accelerate also bring in the driven personality trait.
Driven
Birds and nature cannot wait, and neither can we. We are constantly pushing forward, eager to connect more deeply, to inspire and learn from communities all around the world. Doing this work is our calling; we envision and work to build a healthy future for birds, wildlife, and people.
- Express urgency for birds and nature
- Be forward-looking without glossing over challenges
- Share passion for birds and nature
- Inspire action (birds need you)
- Share larger vision and how the Lab fits/contributes to your audience
Don’t:
- Be selfish
- Be competitive
- Campaigns
- Calls to action
- Videos
- Homepage
- Donor communications
The United States and Canada have lost 3 billion breeding birds since 1970—a loss of 1 in 4 birds, according to research published in Science in 2019. This steep decline in abundance can be reversed with new scales of conservation actions that benefit not only birds but also wildlife and people. When birds thrive, we all win.—From a development email. It brings out the driven personality because it is forward-looking without glossing over the challenges, and it inspires action. This post also brings out the rigorous personality with mention of new scales of conservation action.
The decline of bird populations is like a hospital alarm blaring, urging us to tend to the declining health of our natural world. The Cornell Lab of Ornithology is answering the call. From developing technology, to expanding capacity for on-the-ground conservation work, to making the joy of birds and the natural world accessible to anyone, we’re working tirelessly to bring birds back.—From a development email. This language expresses urgency, is forward-looking without glossing over challenges, and inspires action, which are characteristics of the driven personality. The rigorous personality also shows up here with the mention of the types of work we are doing to bring birds back.
Inclusive
Birds and nature are for everyone, so we strive to make all feel welcome. We listen to what people say and how they feel, and choose our words thoughtfully. We amplify diverse voices and create content that supports people of all perspectives, backgrounds, and abilities, wherever they are on their journeys.
- Amplify diverse voices and stories
- Write with DEIJ in mind—don’t use polarizing words
- Be welcoming and helpful
- Don’t assume the knowledge level of your audience; you’re welcoming newbies and experts alike!
Don’t:
- Preach
- Be superficial
- Be inauthentic
- Assume that everyone has access to binoculars
- Use vague pop-cultural references
- Homepage
- Bird Academy
- Public-facing programs and events
- Social media
- Participatory projects
- Membership and customer services
Birds are not optional and life on Earth is fundamentally interdependent—these concepts are at the heart of the Center for Engagement in Science and Nature’s educational mission. The Center inspires people of all ages, backgrounds, and abilities to connect with birds and nature, build their knowledge, and share their observations so that together we can gain insight into how natural systems work and address global conservation challenges. We celebrate the collective power of our community to support bird and Earth-friendly habits and policies.—From the Engagement homepage. The language expresses the inclusive personality with its welcoming tone and the desire to share knowledge with all people and celebrate the community. It also reflects a sense of urgency that is part of the driven personality.
The Great Backyard Bird Count is just around the corner. Join us and celebrate birds with a global community of bird lovers. Participating is easy; anytime from Feb 17–20, spend time in your favorite places identifying birds for as little as 15 minutes. —From a GBBC promotional post. The language is welcoming and inviting to all people.
As Yurok people, our foundational reason for being is “hlkelonah ‘ue-mey-ge-tohl-kwoh,” which means we care for the whole world and strive to keep it healthy and well. We care for not only humans and other living beings, but for the Earth itself, its soil, air, and waters, and the spirit that imbues them. In turn, the world cares for us, in balance.—From a Living Bird article by a Yurok tribe member. This post amplifies diverse voices.
Trustworthy
For more than a century, the Cornell Lab of Ornithology has represented excellence in science, technology, innovation, and education. We are responsible and ethical in how we approach our work, and honest with the information we share. We genuinely care about, listen to, and learn from those who interact with us. We recognize to be effective in sharing knowledge, we must seek to understand our audiences and share what is relevant to them.
- Report facts
- Enable people to feel seen and heard
- Share knowledge
- Be hopeful
Don’t:
- Be elitist
- Be stuffy
- Be pompous
- Use hyperbole
- Manipulate or play off people’s emotions
- Use vague references
- Tools for science and citizen science
- Project or initiative pages
- Public relations
- Research studies and reports
- Fundraising
- Media outreach
Do you know or have kids bored at home? Birding is a fun and safe way to spend time outdoors with family this summer! Take inspiration from our Bird Bingo blog to create your own bird bingo game and get excited about birding! Learn about how to use Merlin Bird ID to make bird bingo cards by reading the blog here [link].—From social media. This post shares knowledge that the audience is looking for and offers free resources to encourage people’s growing interest. The rhetorical question communicates that we care about people’s thoughts and feelings, another characteristic of the trustworthy personality.
Many people are concerned about the 2022–2023 outbreak of avian influenza, or bird flu, that is affecting domestic poultry, waterfowl, raptors, and some shorebirds in the U.S. and Canada. Because the current strain (H5N1) causes heavy losses to poultry, it is referred to as highly pathogenic avian influenza, or HPAI. Note that transmission of avian influenza from birds to humans is very rare. To date, one person in the U.S. has tested positive for avian influenza and developed mild symptoms, in Colorado in April 2022.—From an All About Birds article. The post features clear, matter-of-fact information that sets a trustworthy tone.
Since developing the world’s first bird recording device 90 years ago, the Cornell Lab has been committed to technology and innovation that support discovery. Today we are decoding the sounds of the natural world—from an app that can identify bird songs, to recorders that can reveal the soundscapes of an entire ecosystem. As our expertise in the biological world joins forces with world-leading big-data analysis and machine learning, we are expanding what’s possible in conservation.—From a Cornell Lab annual report. The language highlights our long history of expertise and innovation, which helps establish a trustworthy personality. This also highlights our rigorous personality by mentioning our use of cutting-edge technology.
NestWatch is a monitoring program designed to track status and trends in the reproductive biology of birds, including when nesting occurs, number of eggs laid, how many eggs hatch, and how many hatchlings survive. Our database is intended to be used to study the current condition of breeding bird populations and how they may be changing over time as a result of climate change, habitat degradation and loss, expansion of urban areas, and the introduction of non-native plants and animals.—This language from NestWatch’s About page creates a trustworthy tone by being straightforward, honest, and candid.
So, what does it all mean? We don’t know for sure, but we can safely predict that ambient noise levels in Southeast Alaska this year will be lower than they have been in recent decades, and as a result, seals and whales should have an easier time hearing each other. Will this mean more pups will be born? Hard to say, but it’s possible. Will whales have an easier time finding prey? Maybe. The truth is, we don’t know. But you can rest assured knowing that this summer in Southeast Alaska, we’ll be listening.—From a Yang Center blog post. The language is candid and straightforward, while encouraging people to be confident in our process of research. Admission of not knowing is also a signal of trustworthiness.
Writing Examples Outside Our Voice
Alien red-and-orange skies, filled with smoke and devoid of birdsong, is all that is left after megafires ripped through our pristine forests.
Why doesn’t this sound like the Lab? The choice of language sounds apocalyptic, and the overexaggeration can feel sensational, dishonest, or leading.
The Cornell Lab of Ornithology is the number one place for bird research. Our scientists develop cutting edge technology designed to save our precious birds better than anyone.
Why doesn’t this sound like the Lab? This is not generous to our many collaborators and contributors, with whom we work to protect birds. It’s self-aggrandizing and it frames conservation as a competition.
Learn more about the Ruby-throated Hummingbird and other deadbeat bird dads.
Why doesn’t this sound like the Lab? This language is trying to be fun and trendy, but it uses a term with negative connotations that casts the bird and its biology in a judgmental light. This is also a term that implies a value judgment about family structures; better to just avoid.
This American Goldfinch is goated—nothing compares to its brilliant color and bouncy flight.
Why doesn’t this sound like the Lab? The average member of the Lab’s current audience probably doesn’t understand the word “goated.” Using it in a general communication would be an audience mismatch—alienating people who don’t understand the word and clashing with our overall image for people who do understand it.
Gamesmen have long admired the Ring-necked Pheasant for its ability to test a pointer’s skills, the thrill of a big male bursting out of tall grass on a morning hunt, and the delicious flavor of the bird on the plate.
Why doesn’t this sound like the Lab? Although this is strong writing steeped in evocative detail, the tone isn’t right for a birdwatching audience. For a Lab audience, we’d need to work with the writer to drop much of the hunting voice and bring in more details that appeal to birdwatchers.
The Cornell Lab of Ornithology is asking you to give us your bird observations. Contribute today.
Why doesn’t this sound like the Lab? This phrasing implies a one-way relationship between folks engaging in participatory science and the Lab. It implies that peoples’ observations no longer belong to them. Better to talk about sharing observations, acknowledging that folks’ contributions still belong to them.
Rare is the birder who has not wondered, on first hearing a Canyon Wren sing its cascading song: did the song evolve as a musical representation of the landscape? Like a Proustian moment, this little wren’s song perfectly evokes a memory of place.
Why doesn’t this sound like the Lab? This is interesting and fanciful writing with a poetic flair, but the tone is off for most Lab uses. Its reflective tone has a very personal sound, as if it’s the opinion of a single person rather than information from an institution. It uses a literary reference that may not be apparent to all our readers. And in order to advance their argument, the author makes a sweeping statement “Rare is the birder who has not wondered…” that may not actually be true for most readers. On a second edit, the author could keep some of the evocative descriptions while dialing back some of the flights of fancy.