Brand Messaging
Building a Brand Blueprint
The Challenge
Develop a brand personality, voice, and tone for an early stage digital healthcare startup from scratch as marketing hire number three.
My Approach
I like to think about creating strong brand messaging like building a house. First, I built the brand framework by completing a series of interviews with both internal stakeholders and patients to define the core personality and voice—trustworthy yet approachable, empathetic but never sympathetic. Then, I started to paint the walls and add some design—creating messaging examples with a consistent voice and tweaking tone by channel.
The Impact
A strong brand personality that resonated with core audiences. Plus, I created the organization’s first-ever content style guide, leading to a consistent voice across materials, even with distributed authorship as the organization scaled.
User Testing to Refine Brand Messaging
The Challenge
A virtual digestive health clinic was in the early stages of building a direct-to-consumer brand, and wanted to ensure their messaging resonated with their target audiences before getting too far down the road.
My Approach
I drafted messaging and ran a series of quantitative and qualitative user testing with 15 patients with various digestive symptoms and conditions who weren’t yet familiar with the clinic. Over the course of several rounds of testing, I refined the description of the core value props to be clearer and more compelling to the target audience.
The Impact
After synthesizing the key findings into an executive summary and getting buy-in from leadership, I collaborated with a marketing designer to refresh the copy and design on all core marketing materials (website, emails, ads, and more) based on the results of the user testing.