Language guidelines
Every word we use to represent Story Center— every website page, marketing piece, and social media post — impacts our brand. Consistent use of language helps us build trust and connect with our audience.
Brand voice
Good writing isn’t always cut and dry. Like the words we choose, how we write affects our brand voice. Keep the following guidelines in mind when you are writing. And most importantly, be consistent.
Inviting
We engage with a wide range of people. Our voice is warm and welcoming, sounding more like an easy conversation than a prepared presentation. How it sounds Write like you speak. Read your writing out loud to make sure it doesn’t sound unnatural or stilted.
Keep paragraphs and sentences short. When you need to use a long sentence, follow it up with a short sentence or two.
Use simple, straightforward, and active language, avoiding jargon whenever possible.
Optimistic
We envision the best outcomes for our community. Our voice is aspirational, but in the sense that things happen as we hoped. How it sounds Use active voice.
Be direct. Say what you mean and don’t bury the lead.
Keep it positive. Focus your writing on the positive power of stories, not on what happens when stories are lost.
Playful
We don’t take ourselves too seriously. Our voice is approachable, energetic, and occasionally unexpected, especially on collateral items such as T-shirts, bumper stickers, and bags. How it sounds Embrace puns and wordplay if they come naturally, but don’t force it.
Make sure your language is welcoming to all. Avoid slang that could alienate or confuse, and steer clear of sarcasm that might be misread.
Exclamation Points: Yes, but don’t overdo it. One per paragraph, max.
Style points
Here are additional style points to keep in mind.
Contractions Contractions help our writing feel friendly and conversational. Use them like you do in everyday speech.
Headlines Capitalize only the first letter of headlines. Use a period if the headline is a complete sentence.
Name Story Center is always written as two words: Story Center. Avoid adding a “the” at the beginning.
Oxford comma To avoid ambiguity, use the Oxford comma before the last item in a list.
About statement
The about statement is a short, straightforward, and memorable answer to a common question: “what do you do?” Use it for a quick introduction in speech or print. This can also serve as your mission statement.
We collect, preserve, and share the stories of Boyle County to amplify community understanding and connection.
Elevator pitch
The elevator pitch is meant to make a connection. It’s a memorable introduction to Story Center — what we do, why we do it, and why it matters. Use the elevator pitch to start a conversation with a potential partner.
Stories live on as long as they are told. When collected, they document a history of people and place — and when shared, they enrich a community’s memory. We empower everyone to explore and build the legacy of Boyle County. Story Center cares for stories and pieces together the community’s shared narrative.
Headlines
A headline starts a conversation. But a good headline doesn’t finish one. Use these on the website and in print to get a reader’s attention and encourage them to read more. More playful headlines can be used on collateral.