{"id":70519,"date":"2013-06-20T14:16:45","date_gmt":"2013-06-20T14:16:45","guid":{"rendered":"https:\/\/www.strattoncraig.com\/insight\/striking-the-right-tone-during-a-rebrand\/"},"modified":"2013-06-20T14:16:45","modified_gmt":"2013-06-20T14:16:45","slug":"striking-the-right-tone-during-a-rebrand","status":"publish","type":"post","link":"https:\/\/www.strattoncraig.com\/us\/insight\/striking-the-right-tone-during-a-rebrand\/","title":{"rendered":"Striking the right tone during a rebrand"},"content":{"rendered":"

Sometimes, even global brands struggle with their identity. Cancer Research UK (CRUK) is one of the nation\u2019s leading cancer charities, but last year it identified problems with its image and tone of voice<\/a>.<\/p>\n

“We weren’t talking in the way we were acting”<\/strong><\/h3>\n

In an interview Marketing Director, Natasha Hill, said: \u201cWe weren\u2019t talking in the way we were acting\u201d. The charity\u2019s extensive research was not understood by the public, and copy was often bulky and confusing.\u00a0In 2012, CRUK decided to overhaul its brand image at a cost expected to be around<\/span>\u00a00.03 percent of the Charity\u2019s income over the following five years. <\/span>
\nIt was a substantial investment, but CRUK\u2019s recent triumph at <\/span>2013\u2019s Transform Awards, where it won both \u2018Best Visual Identity\u2019 and \u2018Best Use of Copy Style\/Tone of Voice\u2019, shows just how pronounced the effects of a successful rebrand can be.<\/span><\/p>\n

Top attributes of the CRUK rebrand:<\/strong><\/h3>\n

Engaging with the public.\u00a0<\/strong><\/h3>\n

Cancer’s an emotive topic, but CRUK\u2019s copy was inexpressive and often packed with jargon. The new tone of voice is inclusive and involves the reader. A recent advert promoting Race For Life simply reads: \u2018Cancer, we\u2019re coming to get you.\u2019<\/span><\/h3>\n

Confidence.\u00a0<\/strong><\/h3>\n

Charities ask people for money, so confidence is crucial to make a donation seem worthwhile. The new tone is described by Natasha Hill as: \u201cStronger and bolder. More confident with a point of view to it.\u201d<\/span><\/h3>\n

Expressing complicated information clearly. <\/strong><\/h3>\n

The new tone is simple and expressive: \u2018Cancer has an enemy. Research.\u2019 And its latest campaign uses real stories of people whose lives have been saved by the organisation\u2019s research.<\/span><\/h3>\n

A thorough rebranding process. <\/strong><\/h3>\n

CRUK\u2019s rebrand took around a year, and involved a huge amount of work. This dedication ensures that the new tone of voice is consistent across CRUK and its communications channels.<\/span><\/h3>\n

The new identity\u00a0isn\u2019t limited to words. <\/strong><\/h3>\n

The Charity\u2019s \u2018Arrow\u2019 logo was causing confusion at events, as people mistook it for a navigational sign but the new \u2018C\u2019 marque is simple and distinctive. It’s also comprised of smaller parts that make up a bigger picture \u2013 a positive message.\u00a0<\/span><\/h3>\n

Do consumers engage with your brand? At Stratton Craig we can help with your rebrand by helping you to find a distinctive new tone of voice. We can then implement this in your B2B and B2C communications through our copywriting services<\/a>.<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"

Sometimes, even global brands struggle with their identity. Cancer Research UK (CRUK) is one of the nation\u2019s leading cancer charities, but last year it identified problems with its image and tone of voice. “We weren’t talking in the way we were acting” In an interview Marketing Director, Natasha Hill, said: \u201cWe weren\u2019t talking in the […]<\/p>\n","protected":false},"author":4,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[314,414],"tags":[],"class_list":["post-70519","post","type-post","status-publish","format-standard","hentry","category-copywriting-us","category-tone-of-voice-us"],"acf":[],"yoast_head":"\nStriking the right tone during a rebrand - Stratton Craig - Global Copywriting & Content Strategy Agency<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.strattoncraig.com\/us\/insight\/striking-the-right-tone-during-a-rebrand\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Striking the right tone during a rebrand - Stratton Craig - Global Copywriting & Content Strategy Agency\" \/>\n<meta property=\"og:description\" content=\"Sometimes, even global brands struggle with their identity. Cancer Research UK (CRUK) is one of the nation\u2019s leading cancer charities, but last year it identified problems with its image and tone of voice. “We weren’t talking in the way we were acting” In an interview Marketing Director, Natasha Hill, said: \u201cWe weren\u2019t talking in the […]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.strattoncraig.com\/us\/insight\/striking-the-right-tone-during-a-rebrand\/\" \/>\n<meta property=\"og:site_name\" content=\"Stratton Craig - Global Copywriting & Content Strategy Agency\" \/>\n<meta property=\"article:published_time\" content=\"2013-06-20T14:16:45+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.strattoncraig.com\/wp-content\/uploads\/2022\/01\/stratton-craig-share.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1200\" \/>\n\t<meta property=\"og:image:height\" content=\"630\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Stratton Craig\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Stratton Craig\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.strattoncraig.com\\\/us\\\/insight\\\/striking-the-right-tone-during-a-rebrand\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.strattoncraig.com\\\/us\\\/insight\\\/striking-the-right-tone-during-a-rebrand\\\/\"},\"author\":{\"name\":\"Stratton Craig\",\"@id\":\"https:\\\/\\\/www.strattoncraig.com\\\/us\\\/#\\\/schema\\\/person\\\/5e1a5300b8954ddf765b2a201f88e90b\"},\"headline\":\"Striking the right tone during a rebrand\",\"datePublished\":\"2013-06-20T14:16:45+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.strattoncraig.com\\\/us\\\/insight\\\/striking-the-right-tone-during-a-rebrand\\\/\"},\"wordCount\":409,\"articleSection\":[\"Copywriting\",\"Tone of voice\"],\"inLanguage\":\"us-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.strattoncraig.com\\\/us\\\/insight\\\/striking-the-right-tone-during-a-rebrand\\\/\",\"url\":\"https:\\\/\\\/www.strattoncraig.com\\\/us\\\/insight\\\/striking-the-right-tone-during-a-rebrand\\\/\",\"name\":\"Striking the right tone during a rebrand - 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