My client engaged me to create brand voice guidelines for his B2B referral software company, along with taglines, and SEO website copywriting for his home page. The brief was to make the brand voice fun, relatable, and even a bit cheeky - this was important to give the brand a distinct feel in the market. During the process of developing the brand guidelines, we found that the audience was not who we expected. While this meant we needed to take a step back and re-assess, it ended up being a smart move - my client could refine their product and make it more appealing to a specific target audience. And I could write much better-targeted website copy. Everyone wins!