Our approach
Choose contacted us from France to work with them not only on re-writing their app’s copy, but to ensure that their brand's "voice" would resonate with Americans and English-speakers more generally. The brand voice is the uniformity in selection of words, the attitude and values of the brand while addressing the target audience or others. It is how a brand conveys its brand personality to the external audience.
Modern Animal always takes a very methodical approach to this sort of thing. At the start, we want to know the answers to questions like:
- Who will we be speaking to?
- What will we be communicating?
- Why will we be communicating it?
- Why should the target audience care?
Choose wanted to speak with a casual and light-hearted brand voice, while simultaneously establishing trust. Like a friend, giving helpful purchasing advice. Choose is a very game-like experience, so the language needed to be fun, but it could also be slightly provocative.
Once these items were established, we wrote a long-form sales letter to serve as a major source document for both marketing and instructional copy decisions. From there, we developed an interaction map and walked through screen-by-screen to make our changes.
