Tone of voice guidelines for BMW

Background: Day in, day out, BMW communicates with its network of car dealers across North America on matters as diverse as in-shop branding, network events and product recalls. Feedback from dealers however, revealed that the style and tone of these comms was too often confusing the message and damaging the brand.

Approach: We delved into the audience insights to get to the heart of their frustrations. The result was a back-to-basics tone of voice guide that was true to the BMW brand while recognising the functional needs of this audience.

Credits: I delivered the planning and writing of the tone of voice guidelines, including principles, practical checklists and example applications.

AGENCY: MSL