Tone of Voice
The right fit
One of the most prestigious business schools in the German-speaking world, WHU – Otto Beisheim School of Management initially tasked us with sharpening its brand voice. This was an extensive, strategic exercise designed to fuel enrolments, and we used the business school’s complex offering (numerous programmes and audiences, international reach, partner universities and two campuses) to its advantage.
“The priority was to reframe WHU’s positioning and create a single brand voice that carefully aligned with the school’s values – and the sheer breadth of its target audiences.”
Our priority was to reframe WHU’s positioning and create a single brand voice that carefully aligned with the school’s values, but from our campus visits, we quickly realised the sheer breadth of the target audiences. In response, we created a flexible messaging platform with different focuses for different programmes, tied together by a unifying thread that conveys WHU’s brand narrative and what makes the school so special.
Developing our relationship
After creating WHU’s messaging strategy, we trained the school’s comms and programme teams to become brand advocates through the marketing language they use. Later, we were invited to put our strategy into action by creating the copy for the new WHU website. Thanks to knowledge we gained from working closely with many different departments, we were also able to create an extensive brand campaign that will run for several years.
Years working together
With the re-launch of WHU’s website featuring copy elevated by a distinctive new brand tone, the school will be poised to consolidate its already commanding position on the global stage of business education. Ultimately, the strategy we delivered wasn’t just about awareness, but about understanding. Because when WHU’s audiences become aware of what makes the school special, ever-more aspiring global business leaders will enrol and make WHU a central part of their careers.