- May 24, 2020
Yobota’s TOV & other brand assets
Challenge
Without really planning for it, in the four years since its conception, Yobota had already built certain brand assets. As far as the tone of voice goes, the challenge was to reconcile the past communication with the vision of how the brand will sound in the future.
Context
Yobota has been around since 2016. As with any new company, the the focus in the first years was to acquire new clients and build trust. The brand came in second.
When that happens, there usually comes a point when the company needs to reposition the brand – assets are re-evaluated, consolidated or changed.
The tone of voice is one of those key ingredients of a brand – it stands for how the brand sounds and feels. Creating it turned out to be a bigger endeavour than initially thought, mainly because the brand’s values and vision were not properly articulated. So the process of finding the brand’s voice largely implied identifying its core principles.
Process
Before getting into the actual writing the tone of voice, together with my team, we went though comprehensive research and strategy phases. There is a lot to be said about the rebranding process the tone of voice was part of, but in a nutshell, here’s how it went.
- I interviewed both Yobota employees and clients.
- I looked into competition – communication & marketing strategies, brand positioning.
- I audited Yobota’s communication.
- We ran workshops about brand identity.
- A lot of time has gone into researching the best tones of voice on the market.
Deliverables
- Discovery document – A comprehensive document which elaborates on all the steps and findings we’ve gone through in the research phase of rebranding
- TOV document – A two-pager which illustrates how Yobota sounds as a brand
- Brand values, mission and vision statements
COMPANY
Yobota
INDUSTRY
fintech
PROJECT
rebranding
KEYWORDS
research
brand positioning
tone of voice
What others said about working with me …
It was a great experience working with Oana. She is always giving the extra mile when doing her job. She took a valuable part in the company rebranding process and always pointed out where we can improve more. I really enjoyed working with her and I am sure she can be a great asset to any company.
I thoroughly enjoyed working with Oana at Yobota. She is a very enthusiastic and energetic person, while also being very professional. Devising a marketing strategy relies heavily on research and she was always able to argument her choices based on observations about competitors as well as observations inside the company. She is also a very engaging and fun person to be around, very good at communicating with various team members across the company.
My main professional interaction with Oana was when she interviewed me as part of a company culture survey. She proved to be an excellent communicator. Because she studied engineering to a post-graduate level, Oana adds an unusually high level of technical knowledge to her formidable communication skills. She clearly has a great passion for writing, and is skilled enough to tune the ‘voice’ of messaging to particular audiences.
Dear recruiter,
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Thank you,
Oana
© Oana Petrache 2021