Our company has been serving customers for decades. We would like to update and revamp our existing brand to attract more customers. While we have a detailed website with strong graphic design assets, we currently lack a consistent brand voice.

This will involve several different steps for the students, including:

• Familiarizing themselves with our company’s story, mission and vision statements.
• Conducting background research on our company’s products and customers.
• Establishing suitable personality traits for our brand voice and justifying each trait.
• Describing how personality traits can be displayed through our brand voice.

Bonus steps in the process would also include:

• Recommending methods of ensuring a consistent brand voice.
• Recommending revisions for our current marketing materials to use a new brand voice.

By the end of the project, students should demonstrate:

• Understanding of our story, mission and vision statements
• Understanding of our products and target market
• Recommendation and justification of personality traits to include in our brand voice

Bonus steps would include:

• Ensuring consistent use of our brand voice
• Revising current materials to include our new brand voice

Final deliverables should include

• A final report.