Brand Positioning & Voice

My Approach

  • Grounded in your values, goals, and audience
  • A distinct voice you can actually use
  • Consistency across every touchpoint
  • Built to evolve as you grow

CACHETTE

Shopping app

Cachette needed a distinct, consistent brand voice for its new shopping app. The challenge was creating a personality that felt creative and self-aware without falling into the overly cheerful, generic tone common in consumer apps, and that could work across different in-app and marketing contexts.

How I Helped

I developed the brand voice and created internal guidelines covering personality, tone by context, messaging pillars, and off-brand language. I included practical examples to show the voice in action, from playful empty states to self-aware error messages, giving the team a clear framework for keeping Cachette’s voice consistent.

The result: The team now has a clear, shared framework for writing in Cachette’s voice, helping keep the product and future communications consistent, distinctive, and recognizably Cachette.

TENAQUIP

industrial distributor

As part of a company-wide rebrand, TENAQUIP needed to evolve its voice from a traditional, B2B tone to one that felt more human, approachable, and people-focused.

How I Helped

I helped define and implement Tenaquip’s new brand voice across key touchpoints. I rewrote core website pages, refreshed sales materials (line cards, one-sheets, sales presentations), and developed internal brand voice guidelines to ensure long-term consistency.

The result: A more cohesive, people-first brand voice that strengthened connection with customers while maintaining credibility in a B2B environment.

Due to the nature of in-house work, full samples cannot be displayed. Public-facing content is available via the Tenaquip website.


VALUE.NINJA

E-Commerce

Value.Ninja needed a brand voice that reflected its identity as a tech-first e-commerce platform serving a knowledgeable audience. The challenge was to create messaging that felt credible, confident, and engaging, without oversimplifying for users who already understood the space.

How I Helped

I developed a distinct brand voice that balanced technical fluency with a conversational tone. The goal was to position Value.Ninja as both knowledgeable and gamer-oriented.

This included defining voice principles, rewriting core web pages, and creating structured guidelines for product copy.

– Increased customer confidence and purchase intent

– Established a consistent brand voice across web and product content

– Strengthened connection with customer base through relatable messaging

Your brand has a story. Let’s tell it properly.

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