Our Voice
Tone of voice
It isn’t just what we say, but how we say it. It’s where language, style and attitude come together to create our personality.
And when we nail it? The result is messaging that brings our brand to life and helps us meaningfully connect with our community.
Our voice is the human expression of our strategic positioning. We’re here to build bold futures and give students the confidence to make it real.
To do this, we put clarity first. Keep it focused. Speak with conviction. And we do it while sounding like real people. We’re an award-winning institute — and we’re also proudly down-to-earth and approachable.
Our reputation for innovation shines through with fresh and engaging language. Like stepping outside on a crisp September morning. With a good coat on. We’re not afraid to be different from everyone else. Because we’re not like everyone else.
Whatever we’re saying, it’s relevant and meaningful for our community. Whether it’s empowering a student to pick up an impact drill for the first time, or inspiring donors to support the next generation of industry leaders.
TURNING PASSION INTO PERSONALITY.
Our five brand attributes
Everyone’s speech varies depending on who they’re talking to. Your tone might be more formal if you’re speaking with a boss, and more playful with your best friend. But no matter who you’re talking to, you’re still you.
The same goes with SAIT. Depending on the audience and platform, you’ll want to either dial up or tone down some of these traits. We don’t need to be all of these things at the same time to feel like us.
This guide should be used in tandem with your own expertise and knowledge of each audience.
Select each attribute for an explanation of what it means and a few tips on how to use them.
How it feels
Confident.
Bold.
Fearless.
Ambitious.
How it works
Say it like you mean it.
Use language that feels punchy and direct. None of this “could’ve sorta maybe” business.
Less is more.
Be intentional with your words. If you can say it more simply, you should. The fewer words you use, the easier it is to keep someone’s attention.
No chest thumping.
Our fearlessness comes from our belief in what we do. What it doesn’t come from is a sense of superiority. We want to sound confident, never arrogant.
Using proof points can be a great way to back up our confidence with facts. As the saying goes, show don’t tell.
How it sounds
Being a school that strives to shape the world requires a certain level of confidence. Our words should match that ambition. So, when we speak, let’s be bold and fearless with our language. We should be inspired by what we say. Because if we’re not, our audience won’t be either.
For example
Original:
Endless opportunity
No matter your passion — from tech to tourism, business, construction, manufacturing, energy, health and transportation — we have the programs, credentials and services you need to develop new skills and reach your career goals.
Revised:
You have the passion. We have the programs.
From tech to tourism and manufacturing to marketing, we’ve got the courses to help you sharpen your skills and get after your goals.
How it feels
Welcoming.
Meaningful.
Engaging.
Collaborative.
How it works
A people-based point of view.
Hey you. Don’t be afraid to use the second person when speaking to our audience. Speaking directly to people feels more welcoming and engaging. Similarly, using “us” or “we” instead of “SAIT” helps create a more human connection.*
Stay grounded.
Use concrete language. Talk about things we can see, feel and hear. Getting caught up in vague concepts can lose an audience — fast.
Keep up.
SAIT is a safe and welcoming place for all. And the first place we can demonstrate that is in the language we use. This means we use the utmost care and sensitivity when it comes to speaking to and about people from historically marginalized groups. As terminology continues to evolve, so do the terms we use. For more information, reference the EDI section in our Writing Style Guide.
*In some cases, using “our” or “we” may unintentionally impact the emphasis on autonomy and decolonization for Indigenous Peoples. For more information & examples, refer to our EDI Writing Style Guide.
How it sounds
From engaging with one another, to our industry partners, to new perspectives around the world, we embrace connection in every sense of the word. When it comes to the language we use, it means we’re communicating with our audience in a way that feels meaningful and relevant to them. Because the words we use can make our connections even stronger.
For example
Original:
Equity, diversity, and inclusion
We offer a variety of events, resources and communities to create a healthy campus where everyone feels welcomed, supported, included, valued and empowered to succeed.
Revised:
You matter
Equity, diversity and inclusion are important to us — because you’re important. From Pride events to accessibility services, we’re here to help foster community and make sure you feel welcome.
How it feels
Imaginative.
Quirky.
Dynamic.
Clever.
How it works
Lean into imagination.
To avoid generic writing, use specific language that feels less expected. Instead of saying something is inspiring, try saying it gives you chills down the back of your neck. Or when explaining hands-on experience, describe the weight of a welding hammer in your hands.
Mix it up.
Varying sentence lengths is an easy way to create rhythm and flow. Keep some short. Then, write some that go a little bit longer. There’s no specific formula, so just try experimenting until you get the right balance.
Lighten up.
We’re serious about what we do, but we don’t take ourselves too seriously. Letting a little wit and cleverness shine through shows we’re not just an institution — we’re a community of people with personality.
How it sounds
At SAIT, we’ve always been comfortable standing out. Our entrepreneurial spirit means we’d rather take a risk and be different than blend into a sea of same. So, when we show up and deliver our message, we should allow our inventiveness to come through. That means not being ruled by convention. Instead, let’s look for fresh ways to speak that will capture people’s attention.
For example
Original:
We’re answering the needs of today’s workforce.
Experience what it’s like to work in the real world with state-of-the-art labs and classrooms while taking courses created in close connection to industry experts. You’ll gain hands-on skills that not only meet current market demands but that get you hired.
Revised:
Get skills that get you hired.
With cutting-edge technology, hands-on learning, and courses designed with industry experts, you’ll have one foot in the classroom, and one stepping into the workforce. Just don’t forget your steel-toed boots.
How it feels
Enthusiastic.
Powerful.
Driven.
Focused.
How it works
Talk about our why.
We’re driven by our desire to create impact, and the same goes with our students. Each one has a reason why they’re here. So don’t just talk about what we do, talk about why we do it — and why it should matter to them.
Stay focused.
Even when we’re being playful, we’re focused. When creating any type of communication, keep its purpose in mind. Ask yourself: what do we want people to know, feel, or do?
Get amped up.
Enthusiasm is contagious. If we feel excited about what we do, odds are so will our audience. The words themselves should do the trick — a.k.a. easy on the exclamation marks.
How it sounds
Passion is something you can feel. It’s what plants the seed for wild ambitions and keeps us motivated through challenges. Our passion drives everything we do — so it should be present within everything we say. Injecting energy into our words shows the enthusiasm behind the work. It’s how we let our audience know that we care.
For example
Original:
Stay organized with this handy checklist
Keep on top of next steps with this handy guide you can tear out to keep nearby. And if you run into any problems along the way, we’re here to help! Call or DM us — our experts can help you navigate every step of your journey.
Revised:
Your journey. Made easy.
Here’s your to-do list between now and the first day of class. If you run into any questions, just call or DM us. Seriously. We thrive off helping you thrive.
How it feels
Approachable.
Relatable.
Supportive.
How it works
Jargon can be…jarring.
Avoid words or expressions that are only for insiders, whether that’s circling back on corporate speak, or using acronyms only the technology department would understand.
Keep it colloquial.
Just because we’re an institution doesn’t mean we need to be overly formal. Not quite as casual as a text to your best friend, but much more relaxed than a research essay.
Keep it simple.
A simple sentence is always better than a run-on. The same goes for words — a simpler one is better than one you might have to Google.
How it sounds
We believe great ideas should be accessible to all. That it’s better to be understood than to try to sound smart. And that you don’t need to use words that are hard to pronounce to change the world. So let's make people feel welcome — with language that’s simple, relatable and approachable.
For example
Original:
SAIT's foundational commitments have a broad application across the institution. They serve to elevate, enable and guide the strategic goals outlined in this plan. SAIT approaches these commitments from the standpoint of continuous improvement and execution.
Revised:
Our core commitments inform everything we do — including the strategic goals in this plan. We view each one as an opportunity for continuous growth and action.
Get active
Active voice helps us be confident and energetic in our tone. Keep the subject the focus of a sentence by telling us what they do, not what happened to them.
For example, "Anna took the test." Not, "The test was taken by Anna."
Easy on the puns
We like to be a little quirky now and then. But never cheesy.
Know thy grammar
Get to know the Writing Style Guide well. It’s only when you know the rules inside and out that you can effectively bend them to create impact. Like using a sentence fragment. And starting a sentence with “and.”
Check your references
When using idioms, popular phrases, and cultural references, consider the point of view of someone outside North America. Would they also understand it?
Use transcreators
In some cases, it may be helpful to engage a transcreator who can reinterpret concepts for different languages. If you need support, collaborate with transcreators when you need a cultural point of view different from your own.
For a more thorough guide, refer to our EDI Writing Style Guide.
Voice checklist
We don’t have to be all of these things all at once, but we can flex each trait more or less depending on the audience and subject.
Is it tenacious?
- Is it concise?
- Is it backed by proof points?
Is it connected?
- Does it use the second person?
- Is the language concrete?
Is it inventive?
- Are the sentences varied?
- Is there levity?
- Is the language fresh?
Is it passionate?
- Is it focused?
- Does it feel energetic without exclamation points?
Is it friendly?
- Is it conversational?
- Have you removed jargon?
- Are the sentences simple?
Speaking across audiences.
Brand expressions
Brand expressions are phrases that give SAIT its unique identity. It tells people who we are. It builds recognition. And most importantly, it shapes how people feel about us.
These phrases are used to connect us with all audiences to reinforce our reputation and present a brand identity – this is who we are.
Top 10
- Be bold about your future
- Where learning turns into leading
- Help build the next generation of bold.
- Empowering students to make it real.
- Go from classroom to career.
- Build your career with industry experts.
- Skills that write your resume for you.
- Higher learning that gets you hired.
- Learn from experts. Then become one.
- Smaller class sizes. Bigger opportunities.
Oki, Âba wathtech, Danit'ada, Tawnshi, Hello.
SAIT is located on the traditional territories of the Niitsitapi (Blackfoot) and the people of Treaty 7 which includes the Siksika, the Piikani, the Kainai, the Tsuut’ina and the Îyârhe Nakoda of Bearspaw, Chiniki and Goodstoney.
We are situated in an area the Blackfoot tribes traditionally called Moh’kinsstis, where the Bow River meets the Elbow River. We now call it the city of Calgary, which is also home to the Métis Nation of Alberta.