Brand Messaging Framework
Challenge
We’re known as “World Class,” but what does that actually mean at Weill Cornell Medicine?
How is that expressed through a single core message?
And what does that look like across each of our mission pillars?
Why is this information important for you?
The new messaging framework is a resource, use it as a reference or jumping off point for what’s important to communicate about our brand.
- Use language to excite and motivate
- More choices to tailor donor messages for items such as:
o Letters
o Emails
o Newsletters
o Conversations
Tips to keep in mind for using the framework
Value of the tool is in repetition of consistent messages.
o Ideally creating a “surround sound” effectUse your judgement to make it feel organic.
o Freedom to choose words and expressions that suit the initiative, method of communication, and audience.The words shown are not prescriptive.
o Use the ideas in the framework to excite and motivate your audience.
External Affairs Style Guide Cheat Sheet
This cheat sheet (see document download below) addresses common issues faced in editorial writing at Weill Cornell Medicine. Our guide is based on AP Style, aside from a few exceptions detailed in the guide.
Related Files:
Weill Cornell Medicine Editorial Guide
Brand Messaging Framework Summary
Weill Cornell Medicine Brand Messaging Framework Guide