02 Sprout · Brand strategy
Messaging & tone of voice
A new visual identity can get a buyer's attention, but your words close the deal. When a company outgrows its look, it has almost always outgrown the way it talks about itself too.
Approach
Many established businesses either hide behind dry, technical jargon that sounds like every other company in their sector, or copy trendy phrases that do not fit their real weight. During the strategy phase, we translate your positioning and customer research into a practical verbal system.
We look at the arguments that actually matter to your buyers, whether that is a managing director worried about operational risk, a retail buyer looking for shelf differentiation, or a marketing head who needs solid proof. You walk away with key messages, a defined tone of voice, and ready-to-use copy blocks that your team can drop straight into websites, sales decks and proposals.
What’s included
Structuring what you say first, how you explain your value in one sentence, and how you back it up with concrete proof.
Clear rules defining how your brand speaks, paired with practical before-and-after examples for your team.
Crafting the main brand claim and supporting lines for your homepage, social profiles and sales presentations.
Ready-to-use one-line, short and long company descriptions so nobody on your team has to improvise from scratch.
Part of the process
02 Sprout
Brand strategy
The direction everything else grows from
explore sproutDiscovery workshop
Aligning the people who steer the company before we build
read moreQualitative & quantitative brand research
Seeing your company the way your market actually sees it
read moreBrand positioning
A clear reason to choose you in a crowded market
read moreBrand codes & distinctive brand assets
The hooks people remember when it is time to buy
read moreNaming & renaming
A name that fits the company you have become
read moreFrequently asked questions
In the strategy phase, we create the messaging foundation, core claims, boilerplates and tone of voice rules. When we move into the rollout phase to design your website or launch campaign, I can also write or edit the full page copy so the voice stays consistent.
Instead of abstract adjectives like "professional yet friendly", I write concrete sentence examples and lists of words to use and avoid, and place them directly inside your interactive online brand guidelines.
I develop messaging and tone of voice in British or American English for companies working across Europe, the UK and the US, as well as in Czech when a project requires a bilingual foundation.