Tone of voice guidelines | The Dalmore

Luxury whisky brand The Dalmore needed to define and document their brand tone of voice, ahead of a new e-commerce venture.

CHALLENGE
Establish a clear and authoritative tone of voice that represents the brand’s values and sets it apart in the competitive whisky market. Caveat: very quick turnaround time, and no opportunity for stakeholder workshops.

SOLUTION
Create a detailed tone of voice guide document based on brand research, competitor analysis, and SEO keyword data.

MY ROLE

• Conducted competitor research online, focusing on successful brands in the luxury whisky and spirits market

• Collaborated with in-house SEO team to create a shortlist of target keywords relevant to the brand and its e-commerce goals

• Created guideline copy for all sections, from why tone of voice is important, to how it should be executed