BRANDING | Tone & Voice Messaging Project

01 — Project details

Our aim was to realign the brand messaging and tone & voice to the new "Guest Flow" category.

02 — Process

Using the Rapid Tone & Voice Digital Methodology I developed from Nick Parker's "That Explains Things" process, quickly identify a new personality for the Ready brand and develop messaging to align to the personality.

  • Step 1: Engage the leadership group and set the workshop parameters.

  • Step 2: Conduct the workshop with leadership, identify the new personality(s).

  • Step 3: Work with the copywriter to create examples in the brand voice to present to leadership. Establish brand voice.

  • Step 4: Complete audit of content and collateral. Identify and prioritize content that required alignment to the new personality.

  • Step 5: In order of priority establish the timeline for the brand voice refresh and complete project phases.

Note: I had previously completed an almost identical project for Aequilibrium in 2021.

The Ready brand team identified the new personality in less than two weeks.