Brand Audit: Redefining Vera’s Voice & Tone
Brand Strategy • Strategic Content Development • Competitive Analysis • Agency & Vendor Management
Approach
Conduct a full brand content audit to identify inconsistencies in tone, readability, and emotional resonance across channels.
Developm of a centralized voice and tone system—designed to scale across teams, campaigns, and touchpoints.
Companies studied: Dow Janes, EVERYBODY, Care/of, Maven Clinic, Parsley Health, and more.
The Work
Audited 50+ assets across email, product copy, social, and web
Developed a brand voice framework with tone modification by context (e.g., appointment reminders vs. care navigation)
Created content principles based on empathy, clarity, and motivation
Led writing workshops and documentation handoff for internal teams
Delivered a 20+ page style guide used across marketing, UX, and clinical communication
The Challenge
Vera Whole Health, a value-based care provider, needed to establish a clear and unified voice across their digital platforms. Their tone needed to feel warm, trustworthy, and approachable—while still maintaining clinical accuracy and professionalism. Internal teams lacked consistency in how they spoke to members and partners.
Findings
Few brands in our direct space are doing anything that feels new, innovative or revelatory. There is room for us to step in and be a leader.
Honesty is refreshing. We have an opportunity to break through the “sea of sameness” and the frustrating interactions healthcare is often known for. At Vera Whole Health, we are on the patient’s side — not just through our services, providers, and care model, but also in the way we communicate through all channels.
Our voice should be consistent across all touchpoints, but the tone of the message should vary based on the audience segment / cohort.
Our voice is this…not that
Candid, not confrontational
Familiar, not forward/nosy
Sometimes cheeky, never cutesy
Witty, never snarky
Encouraging, not pressuring or shaming