Brand Tone

supportive, approachable, energetic, informal, friendly, and student-focused, with the ability to adopt a more serious and official tone when addressing formal issues.

Brand Values

• •Student-Centric Representation
• •Inclusivity and Community
• •Support and Welfare
• •Empowerment and Opportunity
• •Engagement and Fun

Best Practices

• •Always Be Supportive and Empowering: Frame all communications, from event promos to support services, with a tone that uplifts students. Use words like "your," "we," "together," "support," and "community" to foster a sense of partnership rather than a top-down relationship.
• •Speak Their Language (Authentically): Use a conversational, friendly, and informal tone that is natural for a young adult audience. Incorporate relevant slang or trends where appropriate (especially on TikTok and Instagram), but avoid forcing it. The voice should feel like it's coming from a knowledgeable friend.
• •Lead with the "Why": Students are busy. Grab their attention by immediately highlighting the benefit to them. Instead of "We are holding a workshop," try "Want to build your confidence and meet new people? Our workshop can help." Focus on outcomes like making friends, de-stressing, or boosting their CV.
• •Maintain a Unified Voice with Diverse Content: While the core tone remains consistent, adapt its application to the platform and topic. A tweet about a party will be high-energy and concise. An email about academic appeals will be more serious and detailed but still maintain a supportive and approachable feel, assuring the student "we are here to help."
• •Show, Don't Just Tell: Utilize student testimonials, stories, and user-generated content in your copy. Featuring quotes or short video clips of students talking about their positive experiences with the SU is more powerful than the SU simply stating it offers those benefits. This validates the brand's claims and builds social proof.

Social Perception

Very positive, perceived as a vital source of support, social opportunities, and community, as evidenced by its #1 national ranking for student satisfaction. Students see it as essential for building confidence, making friends, and feeling part of a family, providing both crucial support services and a vibrant social scene.

Copy Examples

• •Feeling the pressure of deadlines? You’re not alone, and we’ve got your back. 🧡 Take a break and reset with our De-Stress Fest activities this week. From puppy therapy to free yoga and art sessions, we're here to help you chill out and refocus. Check the link in our bio for the full schedule. You got this! #UWLSU #StudentWellbeing #ExamSupport #UniversityOfWestLondon
• •Your University Adventure Starts Now. Welcome to UWL! Get ready for the ultimate start to student life with Freshers' 2025. Explore over 50 societies, join a sports team, and make memories at our unforgettable events. This is your community. This is your SU. Find your people, find your passion. Click here to see the full Freshers' lineup!
• •POV: You're making the most of your SU. Your SU is more than just a building, it's your campus life toolkit! 🛠️ What’s your favourite part of UWLSU? #UWLSU #StudentLife #UniversityHacks #CampusTour #UWL
• •Want to Make a Real Difference on Your Course? Hey [Student Name], Have ideas on how to improve your learning experience? Become a Course Rep! You'll be the vital link between students and staff, gain incredible skills for your CV, and help shape the future of your degree. No experience needed—just your passion. Elections are next week. Find out more and nominate yourself today!
• •At UWL, every student belongs. Our Student Networks are here to connect you with your community, from our LGBTQ+ and Women's Networks to our Student Parent and Mature Student groups. Find support, create change, and celebrate your identity. Learn more & join here: [link] #WeAreUWL #Inclusivity #StudentSupport