Brand Personality and Tone
Our brand personality expresses who we are as an institution: inspiring, optimistic, welcoming, collaborative and empathetic. Our tone is how we express ourselves, which varies depending on the context. For example, a message to legislators or to high-level donors will often have a more formal tone than a message to students.
Our university's personality is characterized by our people, culture and traditions. We are:
Inspiring and uplifting: Encouraging, supportive, attainably aspirational
Bright and optimistic: Forward-looking, joyful and energized
Expansive and enduring: Vast and encompassing, linked to a lifelong affiliation and a lasting legacy
Warm and welcoming: Friendly, congenial, inviting
Inclusive and collaborative: Accessible, community-oriented and accepting of all
Human and empathetic: Compassionate, authentic and relatable
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Keep it Relevant
To keep your message focused, it's important that you not try to convey all of these personality traits at the same time. Instead, emphasize the traits that are most relevant for your target audience and the specific message you are delivering.
Tips on Infusing Personality into Our Voice
- Avoid program jargon — instead, say something real.
- Make an emotional connection.
- Show how specific stories have larger implications.
- Emphasize the benefits for South Carolina and its residents.