Challenge

• Inconsistent brand expression: Regional teams interpreted voice guidelines differently, leading to fragmented client experience.

• Localisation bottlenecks: Lack of clear rules slowed down approvals and increased revision cycles.

Solution: A Structured Voice Framework

1. Tone Matrix Design

   Created a module, attribute-driven system, adaptable to all 4 markets.

   Defined usage rules: How tone shifts by channel and audience.

2. Localisation Governance

   Developed playbooks with regional-specific examples.

   Trained regional teams and led workshops to ensure adoption

3. Technical Integration

   Partnered with UX and web management teams to embed tone rules into CMS metadata.

Outcome

• Faster localisation and reduced approval rounds.

• Achieved 90% adherence in all 4 markets.

• Framework later expanded to additional marketing functions: Proposals, Social Media, etc.