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Duration: 3 weeks

Challenge: To create a consistent and engaging Tone of Voice (ToV) throughout the brand across all channels (product, web, social, emails).

Process:
• Created a catalogue of and reviewed all communication points across all channels to prioritise the order of change.
• Conducted competitor analysis of brand tone of voice, pay-off lines, and phrasing for both direct and indirect competitors.
• Performed word and trend analysis on previous user interviews to build a ‘vocabulary’ from which to create the tone of voice.
• Reviewed existing academic research into identity constructs to create a concept that reached maximum relevant users.
• Designed and conducted an online survey centred around user identity to discover familiar terms that users personally relate to, then performed quantitative data analysis to determine the most popular terms and patterns.
• Designed a worksheet to assess the connotations that people had towards the relatable terms identified in the survey, which users completed as part of the Homepage Redesign focus group, then I used trend analysis to discover which terms had the most positive connotations.
• Formulated 6 different concepts for the brand ToV from results of preliminary data, which were then whittled down to 2 by senior stakeholders in the business.
• Set up and conducted an A/B test on the two preferred concepts from the live homepage, which assessed the conversion rate of visits to downloads and page engagement and ran for a week until a clear winner was obvious.
• Created new messaging copy for all the communication points in line with the successful concept across all channels: app, web, social, and email.
• Conducted a content review across the website and blog to ensure that content fell in line with the new ToV.
• Updated social and web channels with new copy personally and passed on the new copy to the relevant teams in order to update the remaining channels.
• Updated brand guidelines to reflect the new ToV parameters and vocabulary, so that external contributors are aware of the way Movebubble communicates to its users.

Results: The brand now has consistent messaging and ToV across all channels, creating a stronger brand identity and connection to users. Identified that one word that was commonly used across the brand had strong negative connotations with users, and by prohibiting the use of it in external channels, the brand is able to have a more positive image.