I oversaw internal and external communications for all 5 brands: KINTON RAMEN, KINKA IZAKAYA, JaBistro, NEO COFFEE BAR, and KINTORI YAKITORI.

CONTENT ANALYSIS

As the company’s first and only copywriter on the in-house marketing team, I established a tone of voice that was authentic to each brand and created an editorial style guide.

To start, I reviewed all communications including social media posts and website copy. Next, I analyzed customer reviews and researched competitors in the same industry, as well as in industries with similar target audiences.

RESULT

After my research, I found that the copy didn’t reflect the brand personalities or coincide with what customers perceived.

So, I established distinct voice attributes for each brand, do’s and dont’s or recommendations, and revised all current copy on the website.

SOCIAL CONTENT AUDIT & REVISION

BEFORE

• Inappropriate use of internet slang (ie. <3) for JaBistro, a sophisticated and modern brand.

• Misspelling of “palette”.

• The use of the term “die-hard” is not language that the brand’s target audience would use.

AFTER

• A consistent editorial style in both visual and copy.

• Elevated language and content.

• Recommend that the JaBistro brand does not use emojis, slang, etc. as it was not reflective of a refined restaurant.