Brand Voice Creation

As a product matures, so does its voice. For Resume Now, I led a collaborative effort in developing a brand voice from scratch.

About the product

ResumeNow helps users create a resume.

• Content is personalized based on their job and experience

• We give step-by-step prompts so they can customize and make edits

• They can browse content and design templates for their resume

Problem

The product has a developed visual brand but lacks foundational values and characteristics for its voice.

Solution

Develop a collaborative process with relevant stakeholders to mold a cohesive brand voice that represents who the brand truly is.

Here's the process:

Discover—launch a stakeholder workshop.

Ideate—synthesize key values using a brand pyramid canvas.

Define—identify the values, personality, and voice.

Develop—expand into principles, mission and vision statements.

Deliver—create examples and a roll-out plan.

Discover Phase

Ideate Phase

This is where we synthesize findings from the workshop and distill our ideas using a brand pyramid canvas.

Define Phase

We defined three key attributes that represent the Resume Now brand. We further developed these into a set of values that define our personality and voice. With these foundations, we can begin shaping how we communicate to build a stronger brand identity.

How the positioning statement exercise helped us discover our true north.

Develop Phase

As the scope of the project expanded, we've iterated the results to create the brand principles, mission, and vision.

1st iteration:

Finalized version:

Summary:

Deliver Phase

I've tested the new voice in creating examples using various touchpoints:

"Bringing the human element forward to add warmth along with a bold and confident statement."

"Avoiding generic sounding messages by adding confidence-boosting messages."

"Being bold and confident, instead of boring and generic."

"Using positive and warmer imagery and messaging."

"Being more engaging with empathetic."

"Expressing delight, simplicity, and confidence through design, motion, and messaging."

"Leading with inspiring, delightful, and positive messaging."

Collaborators

Adriana Rivera, Senior Brand Designer

Shierley Rosario, Product Designer

Claudia Robiou, Creative Brand Director