Effective communicating involves what you say and how you say it. By using a distinctive tone consistently across platforms, ACC communications are instantly recognizable.
You can capture ACC’s warm, casual tone and voice by becoming familiar with our brand identity and personality, and incorporating the key messages and writing guidelines described below.
Brand Personality
The most memorable brands have distinctive personalities. ACC is like a supportive older sibling, always ready to empathize and encourage. We are:
Approachable: We welcome people with friendly, unpretentious language.
Supportive: We acknowledge that life gets tricky and offer assistance whenever possible.
Empowering: We remind people that with hard work and the right support, their goals are achievable.
Key Messages
When writing on behalf of the college, it’s helpful to think about our institutional values. Communications should include key messages that emphasize ACC’s commitment to accessibility, inclusivity, and adaptability.
Accessibility: We remove barriers to success by providing affordable higher education and career training to all who seek it.
Inclusivity: We welcome diversity and close equity gaps by ensuring all students have the support they need to thrive.
Adaptability: We provide innovative and timely learning opportunities that serve the evolving needs of our Central Texas community.
Using Plain Language
All communications should be concise and easy to understand. This includes:
- Active voice with strong verbs
- Short sentences
- Personal pronouns
- Concrete, familiar words
- No surplus words
- No legal jargon (or, in ACC’s case, academic jargon)
Visit plainlanguage.gov for guidelines and tutorials.
ACC Style Guide
In addition to following guidelines for plain language and tone, college communications should follow ACC’s Writing Style Guide. The Style Guide addresses common questions about capitalization, abbreviations, and more, and further promotes consistent, easy-to-absorb communications. The Office of College Relations and Marketing updates the style guide regularly as new situations, new words, and new kinds of communications develop.
Quick Tips
Before you begin writing, ask yourself:
- WHO is the target audience? (Recent high school graduates, career changers, faculty, etc.)
- WHAT do we want them to do or understand?
- WHEN is the best time for them to receive this information?
- WHERE is this content going? (Social media, web, email, poster, etc.)
- WHY should they care about our message?
Examples
Looking for inspiration? Here are a few examples showcasing messaging and voice.
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ACC is an integral resource in Central Texas. The college partners with business and industry leaders, universities, school districts, lawmakers, and nonprofit organizations to meet the community’s evolving needs.
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