Building a foundation for brand voice

Master messaging house | product narratives

Challenge

As a newer product in the marketplace, Google for Education faced stiff competition from entrenched legacy competitors. While the product sat firmly within the Google brand look and feel, it was under pressure to clearly communicate its value propositions in a voice that rang authentic.

My role

Creative director

Capabilities

  • Messaging

  • Voice and tone

  • Copywriting

  • Narratives

  • Brand development

results

  • 20+ frameworks over 6+ years

  • Clear, differentiated brand voice

  • Brand coherence and consistency

  • Faster, simpler content creation

Approach

We started by painting a clear picture of what our audience really cared about; the details of their day, the little snags on their time and patience. Then we narrated a clear path from that picture directly to our core value propositions. From there, I directed the creation of a full brand framework. My strategy was to simplify brand value down to clear themes that highlighted core capabilities.

I Delivered

  • Tiered messaging system with core brand narrative, audience-specific value propositions, and proof points enabling consistency and flexibility

  • Messaging hierarchies, competitive positioning, and tone guidelines scalable across global markets

  • Implementation tools: messaging templates, content briefs, decision frameworks

  • Cross-functional workshops ensuring adoption across teams

Next

Thought leadership editorial program