MAKING EVERY VOICE COUNT: RESETTING VOCOVO’S BRAND MESSAGING
Background
Established in 2011, VoCoVo is a voice technology innovator for retail, dedicated to meeting the current and future needs of the industry, while championing the people working within it. The company’s suite of technology solutions – including lightweight headsets and call points – enables team members at some of the biggest retail organisations in the world to actively contribute to their store’s success.
Challenge
VoCoVo has been on a meteoric rise, doubling its headcount to approximately 200 people in the last 3 years. It has seen significant growth in customers and partners in new territories, such as North America and mainland Europe.
With so much expansion in a short space of time, it was important to the VoCoVo leadership group that every new team member immediately felt connected to the company’s values, which have been key in its success to date, and be excited by the company’s ambitions no matter where they were in the world.
VoCoVo enlisted the help of long-term PR partner Whiteoaks International, to reestablish a clear company vision, mission and single-minded proposition (SMP).
Approach
The Whiteoaks team organised two collaborative, in-person workshops with the VoCoVo team: the first with Heads of Department and team leads, and the second with the company’s C-suite and management team.
Through a range of exercises, the workshops brought together a range of opinions on what individuals felt were the company’s strengths, focus areas for growth, key messages, as well as customer feedback, providing a range of insights from across the business.
After the workshops, crafted VoCoVo’s new company mission, vision and SMP, which it presented back to the leadership team.
‘Making every voice count’, VoCoVo’s mission of realising retail teams’ potential and vision of setting the standard for connected retail formed the foundation of a messaging reset.
“VoCoVo is on a rapid global growth journey, so it was really important for us that our messaging was refined and set in stone to drive our endeavours moving forward. The retail sector can gain so much from evolving technology, and Whiteoaks’ meticulous approach to establishing our communications has helped us clearly relay the benefits to the retail market.”
Beth Worrall, CEO at VoCoVo
RESULTS
Visibility
This renewed messaging now features on the ‘mission’ section on VoCoVo’s website, painting a visible story of the company and its role in the future of retail.
Engagement
VoCoVo’s messaging drives its marketing efforts and communications with customers, partners and the wider retail market, helping the organisation continue on its rapid journey towards growth.
Impact
The messaging reset provided VoCoVo with a clear, compelling story that unites employees worldwide and reinforces its leadership in retail. With VoCoVo now living and breathing its new mission, the company benefits from stronger internal alignment and more consistent external communication. In all, this supports the company’s global expansion, deepens engagement with customers and partners, and empowers teams to contribute to VoCoVo’s growth.
“VoCoVo is growing rapidly, and as the leader of our marketing team, it’s so important for unified, established messaging to be in place to convey our role in supporting the people at the heart of retail. Whiteoaks took the time to really understand how we wanted to communicate both internally and externally, and the resultant messaging captures our brand perfectly.”
Nicola Ashley, Global Marketing Director at VoCoVo
“Defined, clear messaging is vital for any brand, particularly when pursuing growth goals and aligning different departments towards the same objectives when pursuing a global strategy. We’re delighted to have worked so closely with key people across all levels of VoCoVo to define exactly the communications they wish to bring to market.”
Hayley Goff, CEO at Whiteoaks
