ROSY KHAN
For messages that matter.
The brief
Voiceover Artist and Narrator Rosy Khan came to me, in her words, with a ‘dog-eared notebook full of rambling ideas and crossings-out’.
Rosy had recently commissioned a new brand identity, but was struggling to communicate her point of difference and claim her space in a competitive market. She recognised that she needed more clarity before she could move forward with her new website.
THE CHALLENGE
The voiceover market is crowded, and voices can easily become commoditised. AI is adding further pressure, tempting clients with what can appear to be a quick and cheap alternative to working with a human. We needed to create a positioning that made it clear to the right clients why Rosy is the best person for their job.
OUR strategy
Rosy offers something genuinely distinctive in the voiceover market: over 20 years of experience working in international corporate law has made her fluent in complex language and high-stakes material. This gives her a clear target audience to aim for: clients with a script that has complexities, and who need a clear, credible voice to deliver important messages. Rosy has the ability to deliver legal, medical or educational scripts in an accurate and engaging way.
Messaging framework
Based on everything Rosy told me about who she was and how she worked, I developed a messaging framework which gave her three strong pillars to support her point of difference. I created the concept of Head, Heart and Voice, to communicate Rosy’s valuable human skills and experience that are not only unique to her, but can’t be captured by AI.
At the core of this concept is the idea that when Rosy arrives at a job, she brings cognitive and emotional intelligence, as well as a compelling voice.
head
Intelligence and compentency.
heart
Integrity and warmth.
voice
Creativity and empathy.
The proof
Building on this framework, I provided comprehensive proof points for each element that Rosy can translate into brand communications. This is about converting her skills into meaningful benefits that matter to her clients.
The messaging framework brings Rosy’s many ideas into a workable structure that gives her clarity and a practical set of tools for building her communications. She now describes it as her ‘compass’ for talking and writing about her brand.
the hero line
The hero line captures the messaging strategy into a few short, ownable words that will differentiate Rosy at a glance.
For messages that matter signals the seriousness of Rosy’s work which includes legal narration, medical explainers and eLearning. It centres what her client has at stake, rather than her own credentials, and it has room to grow with her, whether she's narrating a compliance module or a documentary film.
hero line
For messages that matter.
Brand statement
In the brand statement, we distil all the strategic thinking into a single piece of writing that captures the core message. Every word is carefully chosen and can be traced back to a strategic decision in the messaging plan. Here we’ve opened with the idea of messages that matter, and touched on proof points for Rosy’s head, heart and voice approach.
brand statement
You have something important to say, and you need people to listen. With a clear neutral accent, international roots and a background in law, I bring a calm, intelligent tone to help you reach global audiences. Whether you’re sharing complex information, educating or telling a powerful story, I’ll ensure your audience can understand and trust your message.
tone of voice audit
Rosy is a proficient and keen writer, who wanted to plan and write her own website copy. To help her do this, I audited some of her existing writing, and provided guidelines for what did, and didn’t, align with her new strategy. Rosy’s natural tone of voice is warm and conversational, and perfect for her brand. I advised her to beware of slipping into a tone that is too chatty or bubbly, and the overuse of punctuation or emojis which could undermine her credibility. Some of this will depend on context, and Rosy will be able to use her own judgement now that she has guidelines to work with.
The result
Rosy used the messaging plan I produced to plan and write her website copy — a testament to how clearly the strategy translated into usable language. The finished site, at rosykhan.com, confidently claims her place in the world of voiceover and narration.
“Clare is a gifted writer and a clear thinker who finds the words for who you are and what you do. She organised my scattered thoughts into a clear strategy, I didn’t expect it to feel so structured yet flexible. Her messaging plan now serves as my compass; I know precisely what to say and how to say it. I have confidence and clarity I was struggling to find on my own.”
CREDITS
Jack Watkins · Identity
Jonathan Tilley · Website
Roj Whitelock · Photography