Voice

The creative platform translates the message map with a more emotional appeal. It communicates not only what we do, but also the attitude with which we do it. It elevates our strengths, inspires our messaging and voice, and identifies what our audiences can expect from us. It inspires the look, feel, and tone of our communications. Ultimately, the creative platform forms the basis of our brand’s unique identity.

We are FFA.

Voice is more than what we say—it’s how we say it. It’s the combination of the tone we use, the language we choose, and the way we put sentences together. And it’s one of the primary ways our audiences can connect and identify with our brand. Familiarize yourself with the brand’s personality, then use the ideas below as you create content.

Three things to aim for

Be bold, but not brazen.
We are confident, but not aggressive. We aren’t afraid to tell people what we do well, but our copy should always feel warm and inclusive.

Show don’t tell.
Whenever possible, give concrete examples. It’s always more powerful to show experiences through storytelling and first-person narratives.

Stay positive.
When discussing how we’re different from other organizations, show the tangible benefits gained by engaging with FFA. Emphasize specific positive examples as much as possible.

Three things to avoid

Skip the tagline.
It’s tempting to rely on the same phrases over and over when communicating, but we don’t want to be limited by only a few ideas. Keep it fresh, and don’t hesitate to be more specific when necessary.

Stay away from clichés.
Don’t rely on predictable phrases and tired jargon to express your idea. Instead, pursue language that feels new and will make your readers respond to what you write.

Avoid mediocrity.
We confidently express who we are and what we stand for. We don’t pretend to be anything we’re not. We always stay true to ourselves.

To bring our brand to life, we’ve established a few ways to help you create compelling copy. With each technique, make sure you’re connecting the message to the brand strategy.

These frameworks are most successful in medium-to-long-form settings, where the reader has time to engage. Ideal situations might be creating a print piece or capturing a story for social media.

While these techniques are a great place to start, remember that they’re just that: a start. Expand the language as you become more comfortable, relying on the narrative to inspire you in new and evolved ways.

Headline Construction

___________ for all. 

Usage
This framework sets us up to address the wide reach of FFA. Use it when you’re communicating how we’re making progress in areas that affect society as a whole.

Examples
Food for all.
FFA is committed to equipping tomorrow’s leaders with the necessary tools to secure food, fuel, and fiber resources for generations to come.

Farming for all.
Farming in metro areas has its own unique challenges, but our members aren’t held back by their environments.

*If the first letters of the words in this headline spell “FFA,” great! If not, that’s okay, too.

Headline Construction

Students of __________.

Usage
Use this framework when you’re highlighting the successes and outcome stories of our student members and alumni.

Examples
Students of the land.
Most of our curriculum takes place outside. We touch the dirt, pay attention to the weather, and watch the way the animals move, because we understand that farming should work with nature, not against it.

Students of STEM.
The future of our world depends on bringing science and agriculture together. That’s why our best and brightest are heading to Washington, D.C. to lobby on behalf of a new law that would bring more tech into our schools.

Headline Construction

Solving for __________.

Usage
Consider using this framework when you’re focusing on a specific area that FFA is dedicated to, in order to drive home the value of the organization’s impact.

Examples
Solving for clean water.
Our students understand the alarming rate at which our clean water is being polluted. So this year, our biggest initiative is to help restore and maintain our state’s wetlands.

Students of homelessness.
When one local FFA chapter learned of the homelessness problem in its community, members took action: raising money for local shelters, holding coat drives at grocery stores, and bringing meals to those who were going without.

Help readers feel more connected to the FFA story by creating smart, compelling content. Here are a few tips to keep in mind as you write.

Make it personal.
Back up your statements with proof points. Include real, honest stories of the work we’re doing.

Make it easy to read and relate to.
Vary the cadence of your writing. Mix short sentences with longer ones to avoid a repetitive feel. Check for rhythm and flow by reading aloud. Don’t be afraid to write like we speak.

Make it clear and powerful.
Focus on the point you’re trying to make. Every communication can’t contain every detail, so highlight what’s most important. Use bold, direct statements to capture attention, and get to the purpose of your communication as quickly as possible.

Make headlines work harder.
A headline should be more than just a label for the topic we’re talking about. Since it may be the only thing our audience reads as they scan the copy, make sure it’s interesting and informative.

Make it motivational.
Give the audience a clear call to action, so they know exactly what you want them to do (or know, or feel) with the information.