Our Personality
Our voice is informed by our three core personality traits. We are determined, visionary, and conscientious.
Why does personality matter?
If there isn’t a logo or brand name visible, would a reader know it’s us?
People naturally attribute human characteristics to brands, and a customer’s actions will often be a direct result of how they feel towards the brand.
Any customer investment in us isn’t a quick decision.
It requires them to build long-term relationships with us through all our channels and communications. Consistency of brand is key.
A clear personality builds brand loyalty and trust, sets us apart from our competitors, and conveys our confidence and clear vision for who we are.
Brand personality makes clear the difference between being aloof or a leader. Between being elitist or selective.
Determined
We are confident, strong, and influential.
We rise to every challenge and persevere to accomplish great things. We mean every word we say. We’re positive, and see every obstacle as an opportunity to learn and grow. Our work paves the way for new ideas around the world, and we’re not afraid to talk about it.
We’re proud of our international reputation, but we don’t only talk about our successes. We talk about our motivations too, and the impact we make on real people every day. Our work can be complex, so we make it easy to understand so everyone can play a part.
Like this
"Newcastle University is the starting point for many successful entrepreneurs who have gone on to develop products and services that have changed lives and reached millions of people.
Meet Ben Reeves – founder of Blockchain and former Newcastle graduate."
Not this
"Newcastle University has in the past had a large number of graduates who have thengone on to have successful careers and built their fortunes around the world.
The quality of our teaching staff is so high that after leaving the University, many of our alumni have produced products that have quite literally saved lives and reached millions of people. Ben Reeves graduated with a masters in 2009 and then went on to found Blockchain."
Visionary
We are energetic, creative, and full of ideas.
We’re innovators, creatively leading the way and pushing boundaries. We’re adventurers too, actively seeking out knowledge and daring to go where others won’t. Our sleeves are rolled up and we’re tackling big international issues head on. We’re brave, hardworking, and never afraid to experiment.
At our heart we’re pioneers, communicating our work with passion and dynamism. We’re inclusive, always inviting audiences to take a closer look. We celebrate collaborations – inspiring audiences to join us on our journey and to imagine their part in our work.
Like this
"We are a world-class university, hosting students from around the world. We are proud of our international presence and cross-cultural interaction, spanning our 6,100 staff and 28,000 students across 72 nationalities.’
Not this
"Our Internationalisation Strategy underpins our aim to be a world-class university. It intends to foster a culturereceptive to interaction across the world and cross-cultural understanding, engaging all types of staff and students."
Conscientious
We are passionate, genuine, and people-focused.
We bring to life our passion for what we do using a mix of words, images, and video to share our stories. We speak in a way that helps our audiences and use simple, accessible language. Our enthusiasm is warm, genuine, and shines through our content.
We are inspiring. Everything we do is carried out with integrity and conviction. Doing the right thing isn’t easy, but it’s worth it.
Like this
"While people are living longer, society faces a challenge to maintain their quality of life. Newcastle University is working to keep people happy and healthy as they get older.’
Not this
"Newcastle University is undertaking internationally-renowned research into the biological, medical and psychosocial determinants of healthy ageing across the life course into interventions that extend healthy lifespan and support active ageing."