Helping a growing software company communicate consistently

A growing B2B software company had updated its visual identity as it prepared to expand into the enterprise market. Its messaging, however, remained inconsistent across teams and customer communications.

Employees weren’t always sure what to say or how to describe the company’s work. Teams duplicated effort, content reviews slowed production, and new hires struggled to learn how to communicate about the business.

The company brought me in to develop a brand voice strategy that would give its teams shared direction while supporting the different communication needs of each department.

Understanding what teams needed

The strategy began with stakeholder interviews and an audit of hundreds of pages of existing documentation. This research explored how teams communicated, where their approaches differed, and what employees needed to communicate more effectively.

Those findings shaped voice principles grounded in the company’s values, personality, and customer expectations. Understanding how people worked also informed how the strategy would be applied across departments.

Making the strategy useful across the business

The strategy needed to provide each department with guidance and examples that reflected its responsibilities while maintaining a consistent company voice. The brand voice guide and strategy report addressed those needs with clear departmental sections tailored to each team’s responsibilities and designed to be easy to understand and apply. The guide also included sample messaging and templates employees could use in their everyday work.

To facilitate adoption and implementation, the company opted for a live training workshop as part of their package to kick off the brand voice initiative and help employees put the guide into practice. New hires receive live training as part of their onboarding, giving them an opportunity to ask questions and understand how the company’s voice applies to their roles.

The client also requested resources they could provide to relevant contractors to increase their understanding and application of brand voice. They now receive a specialized guide and recorded training video at the beginning of the relationship, giving them a consistent reference for the company’s voice and messaging expectations.

Clearer communication and more effective content

With shared guidance in place, uncertainty about what to say was no longer a recurring problem. The company reported that teams communicated more consistently with one another and with potential and current clients. They noted greater client satisfaction with the sales and onboarding processes, along with a clearer understanding among clients of how the solution worked.

The client also reported a shorter content production and review process, higher content ROI, and increased conversion rates following the project. Employees and contractors had a common foundation for conversations and creating content, and reviewers had clearer expectations against which to assess it.

Supporting continued growth

As the company grows, a monthly training hour helps new employees learn how to use and apply the brand voice guide. I continue to provide that training, along with additional messaging consultation on new campaigns and products, and customized executive communications support as the company’s needs evolve.