Language & Voice Guidelines
Every word ALX publishes is a brand decision. This section sets the standard for how we write: the voice we use, the words we choose, the punctuation rules we follow, and the patterns we avoid. It applies to everyone creating content for ALX, whatever the format or channel.
The Four Voice Traits
ALX has a consistent voice across all channels. The tone adapts depending on context — a programme page sounds different from a community post, which sounds different from a funder brief. The underlying voice stays the same.
| Trait | What it means | What it is not |
| Relatable | Write the way people speak. Plain language, grounded sentences, real constraints referenced. When we describe a learner’s situation, it should be recognisable to the person reading it. | Corporate, distant, or academic. We do not talk at people. |
| Bold | Take clear positions. Back them with evidence. Do not dilute with hedging. When we have proof of something, we say it plainly. | Aggressive, dismissive, or condescending. Boldness without proof is noise. |
| Transformative | Every piece of communication points toward what changes for a person. Centre outcomes. Careers opened, ventures launched, doors unlocked. | Vague or performative. We do not claim transformation without showing it. |
| Resourceful | Practical and direct. Give people what they need without padding. Substance over polish. A well-aimed sentence carries more weight than a glossy paragraph. | Over-produced or slick. Resourcefulness is a brand value. |
Core Language Principles
- Benefits before features
Every piece of ALX content must answer the audience’s first question: what’s in it for me?
If your copy describes what ALX offers, it is a feature. If it describes what changes in the learner’s life, it is a benefit. We lead with benefits. Always.
The programme is the how, not the why. Name it only after the reader cares about the outcome.
| Feature — don’t lead with this | Benefit — lead with this instead |
| World-class programmes | Join 300,000+ professionals who’ve transformed their careers |
| Learn key professional skills | Build the exact skills employers are actively hiring for |
| Network and learn from industry experts | Get connected to a professional network spanning 8 African countries |
| Our Virtual Assistant programme | Companies worldwide are hiring remote talent from Africa. Get in line first. |
| ALX offers free tech training | Your tech career starts here, no cost, no background required |
| We have programmes in Software Engineering, Data Science… | Choose the career path that fits your ambition, from software to data to cloud |
The quick test before publishing any copy:
- Could this sentence describe any training provider on the continent? If yes, it is generic. Make it specific to ALX outcomes.
- Is the learner the subject of the sentence? If ALX is the subject (“ALX offers…”), flip it so the learner is (“You’ll…”).
- Is there a real outcome or proof point in this sentence? If not, add one: a statistic, a graduate story, a hiring partner name.
- The learner is the hero. ALX is the guide.
Communications that make ALX the subject invert the narrative. A useful test: read the first sentence. Who is doing something in it?
| Use | Avoid |
| 300,000 people have transformed their careers through ALX | ALX has trained 300,000 learners |
| Young Africans are transforming their careers, and ALX is how they’re doing it | ALX is transforming education in Africa |
| You now have access to… | ALX is proud to announce… |
- End with the learner, not the brand
A strong learner story followed by a closing line that pulls focus back to the institution undoes the work. End where the person is.
| Use | Avoid |
| Her story is just one of thousands. And they’re all still unfolding. | At ALX, we believe in creating opportunities for young Africans. |
| She’s already mentoring three other learners. What’s next for you? | This is the power of the ALX community. |
| What changed wasn’t his ambition. That was always there. | ALX is proud to have supported his journey. |
- Proof, not promises
Claims without evidence undermine trust. If there is no proof to attach to a claim, the claim should not be made.
| Use | Avoid |
| Prove / demonstrate / show | Believe / hope / aim |
| Outcomes / results / evidence | Potential / promise / opportunity |
| 300,000 learners across 8 countries | Transforming Africa |
| She landed a role at a fintech company in Lagos and doubled her salary | ALX opens doors to opportunity |
Word Choices
These are not suggestions. Consistent language is how the brand maintains coherence across teams and channels.
| Use | Avoid | Why |
| Career transformation | Upskilling / training / professional development | Transformation implies a before and after. Upskilling is incremental. |
| Learners / people | Students / beneficiaries / users | Learners have agency. Students sit in classrooms. Beneficiaries receive aid. |
| Community members | Users / customers | People belong to communities. |
| Programme | Program | ALX uses British English throughout. |
| Prove / demonstrate / show | Believe / hope / aim / strive | Proof language builds trust. Aspiration language invites scepticism. |
| Earned | Given / granted / provided / received | People earn their transformation. ALX did not give it to them. |
| Graduates | Former students / ex-learners | Graduates carries weight and signals achievement. |
| Build a career | Get a job / find work | Too transactional for the transformation story. |
| Ambition | Aspiration | Ambition is active. Aspiration is passive. |
| People across Africa / young Africans | Africa (as a monolithic audience) | Africa is not one place. Name specific countries and cities where possible. |
How to refer to ALX
- First reference in body copy: ALX. Not “ALX Africa” unless in a co-branding or legal context.
- Subsequent references: ALX. Do not switch between “ALX”, “the organisation”, “the platform”, or “we” within the same piece of copy.
- In headlines: use sparingly. The learner or the outcome should usually be the subject, not ALX.
- ALX does not act in the first person in learner-facing copy. “ALX equips” is acceptable. “ALX is proud to” is not.
Grammar & Mechanics
Capitalisation
- Website headings and subheadings: sentence case throughout. “Choose your career track”, not “Choose Your Career Track”.
- Programme names: title case when used as proper names. Data Analytics, Professional Foundations, Virtual Assistant.
- Career track names: title case. AI, Data and Technology; Creative; Entrepreneurship.
- ALX: always uppercase. Never “Alx” or “alx”.
- Continent and country references: always capitalised. Africa is a proper noun and a place, not a shorthand for problems.
Punctuation
- Em dashes: never in external copy. Restructure the sentence instead.
- En dashes: for ranges without spaces. 18–35. $5–$10.
- Oxford comma: always. “Work, family, and side hustles.”
- Exclamation marks: never in website copy. Acceptable once per social post where energy is genuine.
- Contractions: use throughout all copy. You’re, they’re, it’s, we’re, don’t, can’t, won’t. Contractions make copy feel human and should not be removed for formal contexts.
Spelling
ALX uses British English throughout, without exception. This applies to all channels and all formats.
| Use | Avoid |
| Programme | Program |
| Recognise, organise, realise | Recognize, organize, realize |
| Behaviour, colour, honour | Behavior, color, honor |
| Analyse, emphasise, prioritise | Analyze, emphasize, prioritize |
| Centre, theatre, fibre | Center, theater, fiber |
| Travelling, modelling, fulfil | Traveling, modeling, fulfill |
| Sceptical | Skeptical |
| Learnt, spelt, burnt | Learned, spelled, burned |
| Per cent (formal copy) / % (web and social) | Percent |
Numbers
- One to ten: spell out in running copy. “Three countries”, “eight programmes”.
- 11 and above: use numerals. 300,000 learners, 14 countries.
- Starting a sentence: spell out or restructure. “There are 300,000 learners”, not “300,000 learners have…”.
- Percentages: use % in web and campaign copy. Spell out in formal reports.
- Currency: USD in international contexts. “$5/month”, “$20M”.
Language Patterns to Avoid
Some writing habits undermine the ALX voice without being obviously wrong. These are the ones to actively catch and correct.
The institutional epilogue
A strong learner story followed by a closing line that pulls the spotlight back to the institution. It reduces the learner to a vehicle for brand messaging.
Hedging language
Hedging signals a lack of conviction. If we have proof of something, say it plainly. If we do not have proof, do not make the claim.
Abstract aspiration
Vague, emotionally large language that makes promises without specifics. This is exactly what ALX’s positioning is designed to move away from.
AI-recognisable language patterns
Certain writing habits signal generated content to a reader, even if they cannot name why. Actively protect against these:
- Overused transitions: “furthermore”, “moreover”, “in addition”, “it is worth noting”. Cut them.
- Paired constructions: “not just X but Y.” Restructure.
- Closing summaries: “in summary”, “in conclusion”. The copy should end cleanly.
- Unnecessary preamble: “it is important to note that”, “needless to say”. Say the thing.
- Generic uplift words: “empower”, “unlock potential”, “leverage”, “holistic”, “ecosystem”, “synergy”, “impactful”. These carry no meaning.
- The “delve” family: “delve into”, “dive deep”, “explore the landscape of”. Replace with specific verbs: “build”, “learn”, “apply”, “master”.
- Passive constructions masking agency: “opportunities are created”, “skills are developed”. Name who is doing it.
- Intensifiers without evidence: “truly transformative”, “deeply committed”. The adverb rarely adds what the noun does not already carry.
Feature-led copy
Leading with what ALX provides rather than what changes for the person. The most common place this appears is in programme descriptions and about us copy.
Channel Guidance
| Channel | Key rules |
| Website | Sentence case throughout. Hero copy: two lines maximum. Subheadings should do work, not just label. Button copy: active verb plus direction. “Explore all tracks”, “Apply now”. Never “Learn more” or “Click here”. No exclamation marks. No em dashes. |
| Social media | Write to one person, not a crowd. “You” outperforms “learners” in engagement. Lead with what is interesting — the first line carries the scroll. Graduate story posts follow the structure: before, during, after. Use #BeTheProof as the primary brand hashtag. No em dashes. One exclamation mark per post at most. |
| Long-form and editorial | Start with the most interesting thing you have to say. Short paragraphs. Subheadings that carry meaning. A compelling direct quote earns its place — a generic endorsement does not. End where the story ends. |
| Funder and institutional copy | Lead with outcomes data, follow with the story that makes it human. Longer sentences are acceptable where complexity requires it. Contractions still apply — do not remove them for institutional audiences. Avoid jargon and acronyms without definition. |
Before you publish: five questions
- Who is the hero? If the answer is ALX, rewrite it.
- Does this lead with an outcome for the person, or a feature of what ALX provides?
- Is there proof here, or a promise?
- Would a learner managing work, family, and side hustles recognise their life in this?
- Does it end with the learner, or with the brand?
