Voice and Tone
Introduction
Our voice reflects the core identity and personality of ACC. It stays consistent across
platforms and audiences. Our tone is the adaptive expression of that voice, shaped
by context, audience, and purpose. Together, voice and tone guide every written touchpoint
— from webpages and emails to social posts and print materials — ensuring that ACC
sounds authentic, supportive, inclusive, and aligned with our mission and values.
Warm & Authentic
We are welcoming and supportive. Write as if speaking to someone we genuinely want
to encourage, with clarity and kindness. Be genuine and forthright. Avoid fluff. Focus
on who we are and what we do. Show how we are a community, how we are purposeful,
and why these values matter.
Supportive
Communicate with care and encouragement, recognizing ACC’s role as a partner in each
learner’s journey. Use empathetic, respectful language that reassures and guides.
Never overwhelm or talks down. Many of our students balance multiple responsibilities,
so supportive communication should be clear, patient, and focused on removing barriers.
Emphasize what’s possible, provide straightforward next steps, and reinforce that
students are not alone. Every message should affirm that support is available and
that they belong here.
Inspirational
Communicate with purpose and optimism, uplifting and motivating our audience to see
what is possible. Go beyond listing facts or requirements by highlighting outcomes,
opportunities, and real-world impact. Use language that encourages confidence, growth,
and forward momentum, helping learners envision their success and the difference they
can make.
Voice vs. Tone
VOICEThe consistent personality of ACC in words. Rooted in our values of excellence, inclusiveness, innovation, and integrity. Always warm, empowering, and community-centered. |
TONEThe attitude we take within the voice, tailored to audience and context. Changes based on format, audience, and purpose.
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Voice stays steady. Tone adapts.