Polyvine is the creator and supplier of high-end varnish, coatings and finishes. It’s a family-run company with strong values, and the team needed help getting this across. They needed a brand messaging strategist to help them develop and articulate their biggest messages.

The brief included to:

• Review and enhance their top-line messages (positioning, strapline, mission, vision, brand values, elevator pitch)
• Establish brand tone of voice and supply guidance
• Establish house style and supply guidance (to improve consistency and quality of output).
• Establish key USPs, buying triggers, and features/benefits
• Establish primary and secondary target audiences

As part of my process, I assessed where they were currently, reviewing competitor websites and key documentation to uncover exactly what made them special. Then I got to work on figuring out how to make them stand out as the experts they truly are.

All this information was assembled and presented in a messaging strategy document that Polyvine can use as a working document as the brand evolves further. It has also been used to inform social media messaging and new web copy. It also included a series of recommendations like archiving legacy copy across all platforms.

Their new website has now gone live.

Profound really captured the essence of our brand, and demonstrated they had really got to know us as a company. Their ability to wade through our existing deluge of copy and streamline it is remarkable, and yet they haven’t sacrificed any of our key messaging. The messaging/house style/tone of voice document we received (very promptly) post this meeting was excellent. Just brilliant.”

Annmarie Degregorio-Boyd, Marketing Manager, Polyvine

Hi, I’m Olivia Dunn and I’m a messaging and positioning strategist and B2B copywriter. Book a free 20-min messaging audit with me today and I’ll give you some tips to action whether we work together or not.