BUILDING A BRAND VOICE SYSTEM
REMAX | Brand Voice + Copy Leadership
BUILT THE SYSTEM
Created foundational copy standards and voice and tone resources from scratch.
LED THE PEOPLE
Built, onboarded, and developed the in-house copy team.
PROTECTED THE VOICE
Directed marketing copy and partnered across creative, marketing, leadership, and legal.
THE ASK
Create a consistent, recognizable brand voice across a global organization.
THE THINKING
A brand voice can't depend on one good writer.
THE WORK
Built the copy function and its foundational tools from the ground up.
BRAND VOICE
↓
STYLE + USAGE STANDARDS
↓
TONE + EXECUTIVE VOICE
↓
WRITER RESOURCES
↓
ONBOARDING + DEVELOPMENT
↓
REVIEW + GOVERNANCE
Creative That Made the Cut
Twenty-plus years of copy adds up to a lot of work. Here’s a small slice of mine, created alongside some exceptionally talented marketers, designers, art directors, and creative directors along the way. Direct mail. Digital. Social. Print. Brochures. Event and stadium signage. National campaigns. Different mediums, audiences, and objectives—all requiring the same thing: knowing what the copy needs to do.
I Have Thoughts...
On copy, brand voice, AI, creative leadership, and the work behind the brand.
YOUR STYLE GUIDE IS A BRAND ASSET
Consistency doesn’t happen by accident. Neither does a recognizable voice.
USE THE TOOL. KEEP THE HUMAN STANDARDS.
AI can generate the copy. Knowing whether it’s any good is
still the job.
GOOD WORK NEEDS SOMEONE IN ITS CORNER
Every round of review can make an idea better—or make it safer. Leadership is knowing the difference.
