Tone of voice guidelines

SKILLS
Branding
Tone of voice
Copywriting for brand guidelines

CLIENT
Fiorella Rubino

YEAR
2022-2023

The task

Reframe and bring to life an authentic tone of voice for Fiorella Rubino, partnering with the Marketing Team.

Write a comprehensive Tone of Voice brand manual and deliver its content to every touchpoint of the brand, from corporate to store managers.

my 2 cents

I defined strengths and pain points of Fiorella Rubino through an in-depth analysis of the present tone of voice and communication issues.

I studied the messages, competitors, needs and goals, to outline the core values and true character of Fiorella Rubino that would guide its present and future communication.

12 months of work gave shape to a 70-pages tone of voice manual that combined theory, instructions and practical examples for each touchpoint, from digital to in-store staff.

But the whole point of the job was to make everyone truly embrace the brand shift and the relevance of this tool.

I sealed the project with 6 hands-on workshops, with exercises crafted for each specific touchpoint:

  • Online advertising

  • CRM and Customer Care (management)

  • Customer Care (first-level)

  • HR and in-store staff

  • Social Media and Community Management

  • Product development

Worth a shot?

*

Worth a shot? *

Here’s where
beautiful things start:

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