Our brand expression lives through all of our content. That doesn’t mean using “Here is how” repeatedly, but rather keeping the spirit of the phrase implicit in all of our writing, thus avoiding audience fatigue and keeping our messages fresh and compelling.
These are high-level statements of purpose. The “Here is how” phrase will be used frequently and purposefully in ways that convey the spirit of UB.
Not all headlines need to use the “Here is how” structure. It’s important that we have flexibility to accommodate many types of headlines. These should be powerful expressions about what we do to arrive at our achievements.
At the base level are body copy and longform writing. These will support the “Here is how” message by emphasizing process. Body copy and long-form text should get into the details and narrative of the “how.”