About Sara's Process
GOAL
- Standardize CubeSmart voice, improving members’ experiences across all touch points
Make it easy for writers to understand and adhere to the brand voice
THE PROCESS
- Gold-standard brand voice guides as inspiration Existing member research
Content audit
Informal polling of colleagues
DEFINE
- Users: Inconsistent, bogged-down experience Employees: No guide rails for writing
DRAFT
- Thinking about CubeSmart’s strengths and weaknesses
Focused on providing tips and how-tos that would help non-writers use the guide effectively Balancing clarity and simplicity
REVIEW & EDITS
- Met with stakeholders, including senior leadership, to get them on board
- Held ground on best practices while also hearing and addressing concerns
- Made edits based on feedback
PUBLICATION & IMPLEMENTATION
- Presentation
- Brand voice guide is a living document