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paradigm personality labs.
services:
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strategic brand voice & tone development: comprehensive refinement of the company's brand voice and tone, ensuring consistent alignment with its core mission, values, and strategic objectives, establishing a powerful and unified brand identity.
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integrated website content optimization: seamless integration of the refined brand voice and tone into updated website copy, enhancing user experience and reinforcing brand messaging within the new website design.
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executive-level communication & project support: providing strategic communication support to the senior leadership team through the development of compelling scripts, customer-facing materials, survey introductions, and other essential communication assets, ensuring clear and impactful messaging.
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targeted product launch communication strategies: development of strategic linkedin and email content strategies and compelling captions to effectively drive engagement and maximize impact during product launches.
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brand-aligned content enhancement: strategic content editing and refinement of existing blog posts to ensure consistent adherence to the refined brand voice and tone, strengthening brand consistency across all platforms.
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conversion-focused landing page development: creation of persuasive and conversion-optimized landing page copy, designed to drive targeted actions and achieve specific marketing objectives.
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collaborative executive partnership: close collaboration and strategic refinement alongside the company's ceo, ensuring alignment with executive vision and driving impactful results.
toth shop brought a level of expertise that was both supportive and energizing. they met us where we were in the process and swooped in to move projects across the finish line. working with them was an easy and collaborative experience that helped to elevate our brand voice. our industry is both technical and person-focused. toth shop helped us reimagine the technically complex topics into relatable, simply elegant narratives. they are a true pleasure to work with and have helped set ppl up for a new and exciting chapter.
lisa dunbar, ceo
paradigm personality labs
the client:
paradigm personality labs (ppl) is an internationally-known leader in workplace personality assessments. their mission is to help people, teams, and organizations create conditions for well-being and performance through individualized personality insights to better recruit, hire, and engage employees. they do that with their signature Workplace Big Five Profile™, developed using the five-factor model - the gold standard for personality assessment. their assessments, reports, and resources are backed by research and geared toward helping workforces thrive.
the action:
in 2023, ppl’s new senior management team wanted to create a brand that was more human-centered and spoke to the needs of today's organizations and their people. the copy on their website needed a refreshed voice & tone to reflect this. they needed a strong and consistent brand voice to clearly communicate the depth of their offerings and what’s possible for people and teams who take their assessments and engage in their programming. at first, lisa dunbar, ceo of ppl, came to toth shop for a second set of eyes on new website copy they were developing. they wanted a second opinion, and, upon toth shop’s strategic recommendations, opted to invite toth shop to the table - and rewrite the website’s copy with an elevated brand voice and an accessible, human tone.
the senior leadership team, including their ceo, connected immediately with toth shop’s vision for ppl’s refreshed voice and tone and wanted a strategic thought partner who could carry that voice and tone over through a variety of special projects and brand assets - from scripts & email campaigns to technology platform materials and thought leadership articles.
the impact:
the new ppl website launched in 2024 - ushering in a new era for the organization. armed with an authentic brand voice, they are able to dive in and expand their offerings with cutting-edge products and services to help companies increase employee engagement and retention. more than ever, ppl is ready to reach people to help them show up as their best selves at work.
