We tell our stories in a way that reinforces our brand personality. We demonstrate the University of South Carolina’s values by showing that we are:
- Ambitious: We set high standards for ourselves and for those who join us in our quest to build healthier and more educated communities.
- Confident: We trust in our abilities to be a force for positive change and we develop leaders in our faculty, students and alumni who value diversity and teamwork.
- Successful: We continue to expand on our tradition of scholarship and leadership to create new generations of bold thinkers and committed problem solvers.
- Genuine: We are a welcoming community that put our ethics into practice by displaying personal integrity and respect for others.
- Vibrant: We have an undeniable spirit and a boundless energy that grows from our thirst for knowledge and our commitment to improve our way of life.
When writing has the right voice, it:
- Provides vivid, specific examples to back up what we say about the University of South Carolina and establish context
- Highlights USC's people and their stories to convey our messages
- Demonstrates how the university makes a positive impact throughout the state of South Carolina and beyond, as well as on the lives of individual students, and where USC makes a difference
- Makes the message personal; puts a face on our achievements
The tone of our stories should be vibrant and easy to read.
Tailor your tone to the intended audience.
- Prospective students or prospective donors?
- Faculty or parents?
- Alumni or staff?
- In-state or out-of-state?
Where appropriate, make it personal.
- Use first and second person
- "You can" vs. "students can"
- "Our campus" vs. "the campus"
Be true, authentic and persuasive.
- Speak confidently and authentically to the strengths of individual colleges and the
university at large
- Write like you are talking to a friend
- Avoid sounding stuffy or institutional
- When writing about complex research and related topics, find ways to explain the work with analogies, examples, illustrations, photos and graphs
- Use action verbs instead of passive