EE: Tone of voice training in response to a major brand refresh
EE’s internal comms team needed to write in a new tone of voice, after the brand’s biggest brand refresh in a decade. The team also wanted guidance on interrogating internal comms messages to tell more compelling stories. So they approached Broom & Moon for help.
We designed two bespoke workshops on bringing the new tone of voice to life and storytelling for internal comms.
To make the sessions as relevant as possible, we asked participants to share examples of their work — and designed the workshop content around that.
The workshops covered topics such as how to:
The solution:
hands-on workshops tailored to participants’ needs
Apply EE’s new tone of voice consistently and appropriately
Capture the authentic tone of voice of individual leaders
Replace corporate jargon with warm, human language
Identify, uncover, and tell great stories
Use effective interview techniques when researching stories
Craft clear, compelling headlines that draw people in
Each session was highly interactive, with plenty of opportunities for practice, discussion, and feedback.
The outcome:
an IC team with renewed focus and energy
The team told us they found the workshops highly engaging and useful. Here’s what they said:
“I’ve LOVED these sessions, informative, practical, interesting and thought provoking. Really enjoy hearing your stories, case studies and wisdom. Thanks so much!”
“Loved the style, very conversational with plenty of time for, umm, conversations! Lots of relevant experience and stories to draw on.”
“Super useful, right amount of time spent too, with good balance of sharing tips and interaction.”
“It was a focused, refreshing reminder of the things I should be doing more of. Thank you!”
“Really enjoyed the small group and interactive nature of the workshop. Love that I feel armed with real life, practical solutions and ideas I can implement straight away.”