As communicators, telling stories of transformation is the essence of what we do. It is the foundation for how we tell USC’s story clearly, consistently and with purpose.
Our voice is conversational and approachable, telling authentic stories about people whose lives have been transformed by the university and whose impact can be felt throughout South Carolina and beyond.
The University of South Carolina is not just a place to earn a college degree. It’s a welcoming and supportive community that empowers growth and discovery — helping our students turn their passions and interests into impactful careers and meaningful lives.
How we tell these stories is vital. 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. Our tone and message will vary depending on our audience. But no matter who we are speaking to, growth, discovery and transformation are our “why” — they’re what make our university special.
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.
Our brand pillars and content themes can be used to support the brand platform and better tell the university's story:
Once you’ve connected your topic to one of the four brand pillars, then identify the functional or psycho/social benefits and USC attributes that best reflect your audience's needs.
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.