By Published On: July 28, 2020

Recently, we were tapped by our client Cook Compression to help develop their voice and identity. They felt there were inconsistencies and confusion around how they spoke about themselves, and they were in need of some clear direction. Our solution was to deliver a succinct messaging document that could serve as a jumping-off point to guide their future communications.

We started by digging into some research. After dozens of interviews with internal stakeholders and clients, we identified the specific characteristics and key messages that made the Cook Compression brand unique. From there, we wrote headlines, sample text, a positioning statement, and a brand story that helped bring their messaging to life.

The final brand voice document gave the client the tools and direction they needed to speak confidently about their company, and to be consistent in their communications. We can’t wait to see what develops as a result of the hard work everyone put in!



Brand tone and voice characteristics

About the Author: cat-tonic

Born of curiosity and enthusiasm, we’re a scrappy group of smart, passionate marketers who work hard and play hard. We show up every day and fight for our clients who are making the world a better place. We listen with curiosity, explore deeply, ask hard questions, and sometimes put forth ideas that might make you squirm. Because we believe the status quo is good for growing mold but not much else. The way we see it, change is the way forward and the magic happens when curiosity, math, science, instinct, and talent intersect.
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New consumer behaviors with staying power