Prose

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” effect 

• Use 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 Editorial Style Guide

The document download below addresses common issues faced in editorial writing at Weill Cornell Medicine. Our guide is based on AP Style, with a few exceptions detailed in the guide.

Weill Cornell Medicine General Branding Guidelines

The document download below lists writing guidelines specific to Weill Cornell Medicine, including enterprise naming conventions for Weill Cornell Medicine and NewYork-Presbyterian, hospitals, departments and faculty titles.

Related Files: 

Editorial Style Guide 

General Branding Guidelines

Brand Messaging Framework Summary

Weill Cornell Medicine Brand Messaging Framework User Guide