Merj, an innovative business solutions start-up, were in need of help developing their brand tone of voice from scratch. They had nothing to go off in terms of audience data so, working in a small team of two, myself and my colleague outlined a process by which we’d use a mixture of competitor auditing and workshops to drill down into who the brand was, and where they fit in the marketplace. Upon completion of the tone of voice process, with a snazzy new brand book to hand, I was tasked with producing copy for their site using this.
Drilling down into the nitty gritty of ‘tone of voice’ with a brand new company is always exciting and quite a privilege, too. Deciding on the personality of your brand is a delicate process and one that requires you to dig deep into not just the business side of things (your proposition, place in the marketplace etc.), but your motivations, visions and ideologies. Luckily, the founders of Merj were open to bearing all in this respect, and I can confidently say we were all thrilled with the results.
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