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When you think of brand strategy, KPIs and customer personas might come to mind. But your language is the main way you connect with customers, every single day. That needs strategy, too.
Our verbal expertise can help you define how your brand writes and speaks. Perfectly articulate the point of your new product. And uncover the story you want to tell.
We call it consulting, but you won’t find any ocean-boiling or needle-moving here. Our approach isn’t about over-engineered Brand Models™. It’s about clear thinking and good writing*. No jargon required.
*Writer John Bernhoff pointed out that bad writing costs businesses $400 billion a year. So if the love of language doesn’t motivate your CEO, the money saving might.
Your tone of voice defines the personality of your brand in its written and spoken language. The right voice will help you sound more distinctive, authentic and consistent.
*Otherwise known as brand voice, brand language, voice and tone, or verbal identity. (For an industry that also handles naming, we clearly have some work to do.)
A clear messaging strategy defines the main ideas you talk about as a brand. It can shape your reputation, shift perceptions and help your team share a consistent story across channels and audiences.
They’re short, but highly strategic. Done well, they pithily express how your brand, product, service or team fills a need in the world – and why people should care.
If you’re in FMCG, you’ll know all about these. Like positioning statements, they pack a lot of strategy into just a few words. And the best pack a punch of inventiveness, too.
In-depth assessments of your content that let us diagnose your writing right now, identify best practices for the future, and measure the impact on your business.
These give your team the practical tools to write on tone, on message, or on an entirely new level. And if you have existing guidelines that aren’t quite clicking with your team, we can help with that too.
Fair and equal – not words that come to mind when you think about funding for female entrepreneurs. NatWest Group knew that women start businesses at half the rate that men do, and get less funding along the way.
We love a good deed. But writing for the third sector throws up some unique problems. Charities and NGOs want your attention – and donations – but struggle to stand out in a sea of sameness.
American Express is a global brand targeting people who are going places. As an audience, they share drive, ambition and a certain desired standard of living. Amex needed to find a way to unite their vast global network of communicators and appeal to millions of fierce individuals at the same time.
If 2020 taught brands anything, it’s that we need to be ready to respond to anything. Show empathy, support social change, rebuild confidence. And behind every tweet, email or ad campaign, there needs to be a beacon to guide the way: the brand message.
Consulting Brand & marketing
Consulting Writing Training Customer experience