Bringing CK’s fresh vision to life through tone of voice

“Stratton Craig were brilliant to work with. They spent time getting under the skin of CK to understand us and how best to communicate what we do. We have really seen the impact of the work they carried out, not only on the website but helping staff understand the importance of how they communicate things and the difference this can make.

– Alex Boulter, Partner, CK

Services: Tone of voice
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The challenge

CK is an accountancy firm based in the Midlands. Armed with new values and a fresh vision, the team wanted to refresh its website content. But first, we were asked to develop a new tone of voice that would help CK stand out against city-based competitors and better reflect its approachable team. It was also important that the tone reflected its professional expertise. 

The solution

Our tone of voice work began with a collaborative workshop. We shared insights with key stakeholders, exploring everything from the way in which competitors write to CK’s own way of writing. We also dug deeper into CK’s values and how the team’s professionalism set it apart from others in the industry. These insights formed a tone of voice that reinforced the accountancy firm’s credibility while communicating its personal approach.

The results

Following the success of the tone of voice project, we rolled it out across a new website. The CK team now has a website that clearly communicates its difference, as well as a set of guidelines to help everyone convey the brand in marketing, client emails, letters and more.