CASE STUDY
P.C. Richard & Son
brand voice
My Roles
- Creative Direction
- Estimates
- Budgeting
- Project Ownership
- Account Management
- Pitches and Presentations
- Team Leadership
- Social Media Strategy
- Consultation, internal processes
My Team
Gillian Pemberton, MarCom Director
Zac Delvecchio, Analytics
Elias Sabba, Senior Designer
Managed Resources
The Advisory Labs, Partner Agency
The challenge
P.C. Richard & Son wanted an elevated presence on social media, to gain followers and more conversions from younger demographics. Customer service processes created unfavorable experiences which resulted in negative feedback on social media as well as poor ratings on Google and Yelp.
The solution
After researching their channels of communication, it was clear that there was no consistent brand voice, and that most responses to customer complaints were auto-responders which were not followed up on. Our goals included reputation management, advising on more personable customer service processes, and creating a brand voice that could be used across all media platforms. The brand voice had to be relatable, approachable and able to speak to both older generations and younger demographics alike, to increase following and conversions.
the creative process
Establishing brand voice guidelines provides consistency across all communications. Determining what the voice should sound like requires a detailed creative process.
As creative director, I led the creative process that determined the brand voice. I oversaw all social media content to ensure that the voice was consistent on all posts and stories. I also made recommendations for internal process changes to streamline approvals and customer service practices. I directed the creative team and acted as the point of contact with the client and partner agency.
Persona
The stakeholders were led through a structured exercise to narrow down the brand’s personality to one of twelve archetypes. We then introduced their goals and vision to the equation, and utilized analytics to determine their core audiences. Once this process was completed, a unique personality was identified that would best speak to the targeted demographic.
Voice
The character of the brand persona identified the voice. Age, location, occupation, biography, goals, and other factors that are outlined in the archetype and persona, guided the voice and tone of the brand.
Tone
Tone is determined by the situation in which the voice is being used. Empathetic, enthusiastic, informative, passionate, and authentic are just a few of the emotional tones that were incorporated to appropriately address the audience while still maintaining a consistent voice..
Content
Co-op promotional posts, holidays, sales, and product posts were taken into account. However, voice and tone determined the way that the content was written and presented.
The p.c. richard & son brand persona
the results
We provided P.C. Richard & Son with a customer service training document explaining how to use the new voice and tone in all channels of communication. We provided recommendations for responding to negative feedback and processes for customer outreach while maintaining a consistent voice. Social media content was revamped to include new assets that were in line with the updated voice, which resulted in an increase in followers and engagements. Future plans include adding additional social platforms and filming commercials featuring the actor shown in the persona document as the face of P.C. Richard & Son.
