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Creating a differentiating brand and tone of voice in a cluttered marketplace.

Our Role

• Tone of Voice

LMA is an international recruitment consultancy. Their brand needed overhauling. Working with Hall of Fame, and LMA’s leadership team, we analysed competitor brands to pinpoint the daylight between their competition and them.

Through interviews and research we discovered their teams took time to better understand their clients, providing advice and coaching that went beyond the competition. It was clear they were always hungry to learn more about the individuals and companies they helped.

This led to the brand positioning ‘Powered by curiosity’. To support this we developed a tone of voice based around the ‘mentor’ archetype.

A social and comms strategy was developed to realise their new positioning. We then provided training sessions for their teams to help harness the new TOV so it didn’t dissipate post launch.

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