Crunch Online Accountants
Brand Strategy & Tone of Voice refresh
I was recommended to Darren Fell, founder and CEO at Crunch, to review and refresh the brand positioning, expression and tone of voice at an important inflection point for the business. The challenge was to take a well-established brand that has consistently delivered in terms of brand personality and tone and improve it.
Working with the senior team, I reviewed the existing brand assets and competitors, then refined the brand positioning. Building on the existing personality and behaviours, I evolved the brand personality using archetypes. New brand values were also created, and the focus of the brand turned firmly towards Crunch members. The tone of voice built on the existing language and approach, refreshing the principles to build a memorable brand voice.
“Seriously loved working with Ed. A tune up was required to Crunch’s brand and Ed grasped it perfectly with a process that was effortless. What we have now will take us forward with the clarity and exuberance that our business deserves.”