Helping Companies Build Compelling Brands
Brand Voice Strategies
Overview
I developed the first content strategy division at Capacity Interactive, a B2B digital marketing agency. My team and I worked with clients to build compelling brand voice strategies, lead creative workshops, and translate foundations into digital content.
Main Objectives
Bring key stakeholders for goals alignment
Analyze current brand voice, positioning, and copywriting efficacy
Provide a comprehensive brand voice and positioning strategy
Provide actionable ways to implement brand voice and positioning strategies
Services Provided: Key Stakeholders Discovery, Competitive Analysis, Target Audiences, Brand Voice Adjectives, Brand Positioning, Brand Voice in Action
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Building a Consulting Service from the Ground Up
Capacity Interactive needed to expand its services to meet the evolving needs of its clients. As the Director of Marketing & Content, my main focus was marketing the business. However, knowing my expertise in brand strategy, content strategy, and effective copywriting, I was asked to build a brand-new division from scratch.
Before launching the division, I conducted a comprehensive feasibility analysis and market research to determine the needs of our core client base. Using this data, I carved out distinct service offerings, including brand voice strategy development, creative workshops, and translating brand foundations into digital content.
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Brand Voice Strategy Development
One of the most sought-after services was our brand voice strategy development. In many organizations, brand voice can be fractured due to a lack of consistency, high employee turnover, or lack of empowerment.
To kick off these projects, I brought together key stakeholders in a discovery meeting to discuss what is and isn’t working about the current brand voice, target audiences, copywriting challenges, positioning opportunities, and more.
With quantitative and qualitative data, I built large-scale strategies to address specific pain points and provided actionable implementation advice. A strategy sitting on the shelf doesn’t do a company any good!
For example, based on our discovery calls, I’d create specific brand adjectives for each company.
But instead of just listing the adjectives, I created exercises to help stakeholders get their teams involved.
I also outlined viable audience opportunities and positioning insights to help attract these audiences. The examples below are from a strategy for a Canadian performing arts center with a film house attached. Since they are affiliated, it was key not to muddy the brand waters between them. Still, it was crucial to help set the film house apart by understanding its unique space with target audiences.
Target Audience Insights
Positioning Insights
