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Communications and Public Affairs

Brand Narrative

Written in the first person, the brand narrative inspires communicators to think about the persona of the University of South Carolina, whether that is exemplified by our students, our faculty, our supporters or our alumni.

The brand narrative makes it clear that we are embracing our identity as South Carolina, the flagship university of our home state. It serves to inspire our messages by communicating what we do, the attitude with which we do it, and the expectations people hold of us.

While the brand narrative should inspire all of our communications, it should not be used as a direct source for phrases or copy points; it should only be used directly to promote overarching, university-level brand messages. Instead, use the brand narrative as a gut check to make sure that communications are true to the spirit of the university we want to represent.

I am made of bright conviction. With a confident belief that every individual has infinite potential. That intrinsically, we shape the future of our changing world. And that as we make it better, it does the same for us.

I am made of genuine warmth. Reinventing Southern hospitality to go beyond politeness. Leading our state with confidence, knowing that our civil discourse makes waves and has no borders.

I am made of earnest optimism. Home to those who raise the bar, and inspire others to raise it again. Proud that those who leave our gates become the beacons of our future.

I am made of unrelenting inquiry. Committed to the lifelong pursuit of knowledge, knowing that it humanizes character. Educating leaders who spur innovation and creativity for the health, spirit and voice of their communities.

I am made of 200-year-old tradition. Of complex minds and endless memories. Of grit and sun and strife. Of infectious pride and Gamecock revelry.

I am South Carolina.

 

Brand Statements

Whereas our brand narrative is reserved for university-level messages, brand statements can be used in all unit-level communications.

These statements speak to the essence of our brand as a home for individuals who challenge each other to go beyond what is expected. Each statement highlights a member of the South Carolina family — student, faculty, staff, alum, donor, etc. — who exemplifies the values of the university as a whole.

Brand statements begin with the phrase “I am made of,” where “I” represents the persona of the University of South Carolina. The basic sentence construction is: “I am made of [adjective + noun].”

Sentences align with our three brand pillars: Academic and Research Excellence, Superior Student Experience, and Economic and Social Impact. Use these statements in marketing materials to align your specific message with the university’s broader values.

Brand statements are paired with “I am South Carolina.” Although some university-level marketing uses “I am South Carolina” as a headline, unit headlines should align with specific, unit-level communications objectives, reserving the use of “I am South Carolina” to the end of marketing body copy.

Don’t see a statement that fits your communications need? Request brand guidance for using these statements or to suggest an additional statement.

I am made of infinite potential.
I am made of unrelenting inquiry.
I am made of unlimited potential.
I am made of purposeful exploration.
I am made of purposeful inquiry.
I am made of committed curiosity.
I am made of burning curiosity.
I am made of determined exploration.
I am made of creative exploration.
I am made of bright conviction.
I am made of pioneering spirit.
I am made of trailblazing spirit.
I am made of driving curiosity.
I am made of big ideas.

I am made of welcoming spirit.
I am made of genuine warmth.
I am made of unwavering support.
I am made of unwavering commitment.
I am made of lifelong commitment.
I am made of steadfast commitment.
I am made of steadfast determination.
I am made of tireless commitment.
I am made of extraordinary compassion.
I am made of rallying optimism.
I am made of endless memories.
I am made of unwavering pride.
I am made of Gamecock revelry.
I am made of unwavering integrity.
I am made of committed character.
I am made of boundless resilience.
I am made of spirited optimism.
I am made of wholehearted commitment.
I am made of enduring loyalty.

I am made of inspiring leadership.
I am made of enterprising spirit.
I am made of tenacious ambition.
I am made of transformational impact.
I am made of committed leadership.
I am made of innovative vision.
I am made of inspirational vision.
I am made of earnest optimism.
I am made of rising momentum.

 


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