Brand voice
It’s not just what you say, but how you say it
Above all else, PCC is a school. So regardless of the audience, we must strive to center the students we serve. Their stories should be told in their own words, whenever possible. As writers, we work to frame their narratives and experiences. Our vocabulary, flow and tone should carry the pride we have in providing opportunities to the community while remaining appropriate to our audience:
- adult learners
- alums
- business and community partners
- classified employees
- faculty
- families
- governmental organizations
- high schoolers
- media and news outlets
- philanthropists – and more
Despite the difference in our approach to each and every group, the similarity is in our inclusivity and honesty. We are playful when appropriate, challenging when necessary, serious about things that matter – and we do our best to communicate in plain language while retaining our brand’s personality.
Our voice is: |
Our voice is not: |
|
| far fa check circle Ambitious | ↔ | far fa times circle Competitive |
| far fa check circle Relevant | ↔ | far fa times circle Niche |
| far fa check circle Resolute | ↔ | far fa times circle Unyielding |
| far fa check circle Approachable | ↔ | far fa times circle Indulgent |
| far fa check circle Youthful | ↔ | far fa times circle Immature |
| far fa check circle Instructive | ↔ | far fa times circle Prescriptive |
| far fa check circle Practical | ↔ | far fa times circle Tedious |
| far fa check circle Encouraging | ↔ | far fa times circle Patronizing |
| far fa check circle Inclusive | ↔ | far fa times circle Performative |