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.
