Tone of Voice & Brand Positioning
I have been involved in a variety of branding projects for several different companies. I’m experienced in defining tone of voice, producing guidelines and training teams, as well as bringing brands to life through collateral and campaigns.
Below are some of the projects I’ve worked on. TOV guideline documents are not available publicly, but please get in touch if you’d like to see examples.
Funding Circle - Rebrand
When I joined Funding Circle, the business undertook a global rebrand project to make a step change in the look, feel and consistency of how they communicated with the world.
My role was to produce new tone of voice guidelines, update all marketing collateral and teach other customer facing teams how to implement the new tone in their work. You can see a before and after of the homepage below.
Funding Circle - Positioning update
In 2023 the Funding Circle brand was updated again to reflect that Funding Circle was now a multi-product business.
Led by an agency, I worked with the brand and marketing leaders to refine the new direction. I directed customer research to test possible routes, and continued my role in owning the tone of voice.
The Brand Guidelines are confidential, but please get in touch and I can share them securely.
Brandwave - Tone of Voice
Brandwave is an independent brand and marketing agency which specialises in action sports brands. I worked with their team to refine their tone of voice, and updated their web copy to reflect their new look and feel.
Brand books
Codestone
Codestone is an IT solutions business. To refine their tone of voice, I ran interviews and consulted with the team to establish their identity, then produced guidelines to help them deliver it in their work.
I also wrote a brand book (below) to showcase their values and what the business stands for.
GlideSoul
Glidesoul is a designer swimwear brand. I wrote the copy for their brand book (below) to bring to life their positioning.
Get in touch
mccorquodaler@gmail.com