We tell our stories with a distinctive voice that is confident, committed, optimistic
and trustworthy. Our voice is always authentic; our tone can vary depending upon our
All of our messages need to be clear, consistent and compelling. To use our voice
effectively, we need to think about who we are speaking to, what we need to say and how best to say it. Throughout our voice section, you will find helpful guidelines and resources for
developing messages that meet this standard. The steps below help you tie all that
When you’re starting to create a message — whether it is a brochure, a flyer, a billboard
or a story — make sure that it ties back to and supports our core value proposition:
- The University of South Carolina is home to those who challenge themselves and each
other to go beyond what is expected, forming lifelong bonds as part of the Carolina
family and advancing our state, our nation and the world.
These steps will help develop and focus your message.
Determine your audience and objective.
Figure out who you’re talking to before you decide what to say. Consider what you know about them and the desired
relationship you want them to have with the university. Your audience will help determine
the tone you select and the brand personality traits you should emphasize.
Align with our brand pillars.
Our brand pillars define key attributes of the university. Every message should align with one or more of these three pillars: Academic and Research Excellence (Pillar 1), Superior Student Experience (Pillar 2),
and Economic and Social Impact (Pillar 3).
Determine the benefit.
Once you’ve established that your topic links to a brand pillar, you need to identify
the benefit or benefits to your audience. Make sure your message clearly states the
benefit to your intended audience.
Craft your message.
You might have found several benefits, but you'll want to narrow your focus to the
most important one — that’s what you need to get across first. Emphasize how the strengths and attributes of the university are a benefit to your
intended audience. Use our writing tips to help you craft a compelling, engaging message.