UK BRAND TOV BIBLES FOR Fca’s key brands

Tone is everything…

When I joined Accenture Interactive to work across the FCA brands, my first and most pressing task was to sharpen and shape brand tone of voice for the key accounts. Although all are established automobile brands, they are also (with the exception of Jeep) all Italian cars; this meant that much of the brand infrastructure had not been tailored for the UK market, and some facets didn’t effectively translate.

I began from the ground up, building Tone of Voice bibles for Jeep, Abarth, Alfa Romeo and several Fiat brands: 500, 500X, Tipo and Panda. I deciphered the DNA for each brand, their market positioning, core values and brand personalities, before writing key messaging structures that would anchor the language and messaging deployed across all digital comms. I wrote language, grammar and international transcreation guides for each, and acted as brand guardian once they were signed off by the client, overseeing their deployment across all UK touchpoints.