Verizon Brand Voice

Along with working on launches, campaigns and activations, I lead the Brand Voice team at Verizon. We work in lockstep with design, motion, photography and strategy. Our roles and responsibilities are three-fold: 1. Define, 2. Consult, and 3. Evolve. More on that down there 👇

 

Define: I led a complete evolution of Verizon’s Brand Voice & Tone Guidelines, from establishing new Voice pillars to creating a comprehensive guideline overhaul. If you’re dying to read more, hit that accordion below.

 

  • We didn’t take this job lightly. Before we put pen to paper, we held intensive workshops with multiple teams—creative teams from all internal channels (retail, dotcom, digital advertising, social, integrated campaigns), as well as strategy, CX, SEO, Proofreading, partner agencies like Pentagram…you name it. After all, these are the teams who will use our guidelines to further build the brand. n text goes here

    Only then did we build official pillars, tone principles, house style and mechanics—which now serve as the north star across the organization.

    We’ve created a Brand Voice Masterclass, during which we present the evolved Brand Voice to internal channels and teams, as well as partner agencies.

 

Consult: I helped lead the creation of an entire Brand Voice Program built to ensure that we’re effectively bringing our Brand Voice to life. Accordion at will.

 

  • The last thing we wanted to do was post the new guidelines and then fade off into the distance. We wanted folks to stay engaged.

    We created Office Hours, where teams can seek consultation for various existing projects they’re working on.

    And a Brand Voice Writers’ Council, where a copywriting proxy from each channel and function within our in-house agency comes together to discuss challenges, opportunities and inspiration as it pertains to Brand Voice in each of their respective channels and roles.

    We have bi-monthly check-ins with various disciplines, including CX, RTM and acquisition AI.

    Ongoing programming includes an Inspiration Series, Open Briefs, and other ways to expand our Brand Voice.

 

Evolve: We’re currently planning for how we can extend our Brand Voice across other parts of the organization. 🪗👇

 

  • From our business group to our corporate social responsibility team to internal communications, we’re continually working with teams across the organization to find ways to extend the voice of Verizon in smart, contextual and relevant ways.

 

So very much to talk about here, if you want to hear more.