How we helped a Global Hotel Brand Find its Voice
Tone & Voice Creation for start-ups, Fortune 500s, and anyone in between.
The Problem
When a classic but somewhat dusty big-name hotel brand* was going through a rebrand, they struggled with finding a voice that expressed who they are while differentiating themselves in a crowded market. This trusty gem of a hotel brand needed some tlc.
The brand team had gone through three writers, and by the time they came to us, both patience and time were in short supply. They were missing deadlines. The big boss was getting antsy. The divisions were complaining. They needed a solution fast.
We were all-in.
*We understand that discretion is important. We never name names when it comes to your struggles.
Our Collaborative Approach
We know time is tight for our clients. We also know that the quickest way to a voice that is distinctly you is through curated collaboration.
And so, we set up weekly meetings for five weeks and took them through our proprietary process.
Interviews & Brand Immersion
We asked the easy questions: about the brand’s past, present and future, target audience and personas, etc. And the difficult ones: what internal challenges are there to getting this approved? What went wrong with the past three attempts?Landscape Audit
We analyzed how the brand and others in the space are speaking.Bespoke Exercises
We led the team through a series of exercises created specifically for them to help us extract the essence of the voice.Parallel Path
We created the pieces needed to launch and the voice document at the same time.
The Result
At the end of the five week process, we had:
Arrived upon their unique voice that modernized and differentiated this classic brand
Several pieces approved and in production
A working Tone & Voice guide, fully approved, for use by the extended team in rolling out the rest of the work
A fully satisfied client with a happy big boss
Within months, we collaborated with their internal team to roll out the voice across print, digital and video and give webinars to the divisions and external agencies on how they can implement the new voice.
The pleasure is ours.
A selection of brands we’ve voiced.
