{"id":70749,"date":"2009-04-20T12:56:44","date_gmt":"2009-04-20T11:56:44","guid":{"rendered":"https:\/\/www.strattoncraig.com\/insight\/watch-your-language\/"},"modified":"2009-04-20T12:56:44","modified_gmt":"2009-04-20T11:56:44","slug":"watch-your-language","status":"publish","type":"post","link":"https:\/\/www.strattoncraig.com\/us\/insight\/watch-your-language\/","title":{"rendered":"Watch your language"},"content":{"rendered":"<p class=\"MsoNormal\"><span lang=\"EN-US\">How do you turn a good brand into a world-class asset?<\/span><\/p>\n<p><\/p>\n<p class=\"MsoNormal\"><span lang=\"EN-US\">Language is absolutely central to how people &#8211; both customers and staff &#8211; experience a brand.<\/span><\/p>\n<p><\/p>\n<p class=\"MsoNormal\"><span lang=\"EN-US\">Not everyone has the budget to outsource all the writing for their brand, so Stratton Craig has launched a new service to help clients harness the real value of words and ensure consistency in-house.<\/span><\/p>\n<p><\/p>\n<p class=\"MsoNormal\"><span lang=\"EN-US\">Based on 20 years&#8217; writing experience with some of the world&#8217;s best brands, <em>Groundworking<\/em> is Stratton Craig&#8217;s unique tone of voice and brand expression process. It gives clients a solid platform on which to build a consistent style and tone for all communications, regardless of who produces them.<\/span><\/p>\n<p><\/p>\n<p class=\"MsoNormal\"><span lang=\"EN-US\">By identifying and establishing rules for how clients use language, we can help clients ensure that any new copywriting aligns with their brand values.<\/span><\/p>\n<p><\/p>\n<p class=\"MsoNormal\"><span lang=\"EN-US\">There are two stages to the <em>Groundworking <\/em>process:<\/span><\/p>\n<ol type=\"1\"><\/p>\n<li class=\"MsoNormal\"><span lang=\"EN-US\">Review current      communications and align it to agreed brand guidelines. Identify who writes      material within the organisation and provide guidance on key copy issues      going forward.<\/span><\/li>\n<p>\n<\/ol>\n<p><\/p>\n<ol type=\"1\"><\/p>\n<li class=\"MsoNormal\"><span lang=\"EN-US\">Develop your own      tone of voice using agreed brand values and guidelines as the foundation.      A lexicon of brand language will be produced and examples of do&#8217;s and don&#8217;ts      provided.<\/span><\/li>\n<p>\n<\/ol>\n<p><\/p>\n<p class=\"MsoNormal\"><span lang=\"EN-US\">Stratton Craig can also offer copywriting training workshops to help clients implement the results of <em>Groundworking<\/em> across the business and the spectrum of media.<\/span><\/p>\n<p><\/p>\n<p class=\"MsoNormal\"><strong><span lang=\"EN-US\">To find out how <em>Groundworking <\/em>could benefit your business, call Stratton Craig on 0117 937 1383 or email harriette@strattoncraig.co.uk<\/span><\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>How do you turn a good brand into a world-class asset? Language is absolutely central to how people &#8211; both customers and staff &#8211; experience a brand. Not everyone has the budget to outsource all the writing for their brand, so Stratton Craig has launched a new service to help clients harness the real value [&hellip;]<\/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":[453],"tags":[],"class_list":["post-70749","post","type-post","status-publish","format-standard","hentry","category-archived-content-us"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Watch your language - Stratton Craig - Global Copywriting &amp; Content Marketing 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\/watch-your-language\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Watch your language - Stratton Craig - Global Copywriting &amp; Content Marketing Agency\" \/>\n<meta property=\"og:description\" content=\"How do you turn a good brand into a world-class asset? 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