Joules Clothing
Brand positioning
Like all brands, the truth behind them is in the brand and the people who created it. By asking the right questions, we drew out the truths behind the brand and clarified its positioning and tone of voice against the competition.
Rapid growth of the business at home and abroad, the Joules team asked me to help them redefine their brand positioning, values and tone of voice. Working with the core client team, I took them through a series of workshops that got the heart of the brand, which was turned into a powerful brand essence and communications approach.
Creating a consistent tone of voice was key to this, along with sharing the brand story in a memorable way. The brand has consistently and successfully applied this approach to great effect ever since.
“Ed’s work on pinning down our brand essence and helping us to develop our brand book has been invaluable. His approach cuts straight to the heart of an issue, through a creative and challenging process. Ed has a wealth of experience, and a network of contacts that together offer a solution to any business problem that you throw at him.”