When Imagine Communications, a marketing firm known for helping clients define their brand and deliver consistent messaging, decided to revamp their own website and voice, they realized that a new approach was necessary. The challenge was not just to create a cohesive voice, but to break free from the trap of data overload and conflicting creative opinions.

1. The Challenges of Branding Close to Home

   • Branding your own company can be incredibly difficult when you’re deeply invested.

   • Multiple creative voices can cause the product to become an imperfect mosaic.

   • Too much information leads to confusion and difficulty simplifying the message.

   • Cynthia Hartness, Art Director, compared the difficulty to painting portraits of her own children—being too close to the subject can hinder the process.

2. The Solution: Treating Themselves Like a Client

   • The team took a step back and approached the rebranding as if they were their own client.

   • The leadership team reviewed progress at regular intervals instead of involving everyone.

   • This helped prevent the issue of "too many cooks" and allowed for focused decision-making.

3. Gene: The Birth of the Brand Voice

   • Instead of guessing what the audience would think, the team created a persona: Gene.

   • Gene embodies the company’s collective voice—friendly, honest, and straightforward, with a touch of humor.

   • Gene became a filter for all content, making it easier to stay consistent and true to the brand’s personality.

4. Gene’s Personality: More Than Just a Voice

   • Gene is the office figure who’s trusted, easygoing, and reliable.

   • The team focused on traits of people they admired to form Gene’s persona, asking, “What would Gene say?”

   • Gene serves as a consistent, relatable presence that reflects the company’s values without feeling like an individual voice.

5. The Evolution of Web Content with Gene

   • Gene’s personality was shaped by current trends in web development, favoring short, social media-style bits of information.

   • Gene’s tone adds humor while still delivering valuable data and expertise.

   • Bobby Long noted that working from the client side gave them new insights into the rebranding process.

By creating the persona of Gene, Imagine Communications has developed a brand voice that is consistent, approachable, and engaging. Gene serves as a filter for all content, ensuring a cohesive and friendly tone that resonates with their audience, all while navigating the evolving landscape of modern web development. The process not only led to a more effective rebranding but also offered the team valuable insights into the client experience.