Accord Australasia – Developing a unified brand language
Client:
Accord Australasia engaged Zadro to develop a comprehensive Brand Language Guide and key messages to strengthen its communications and unify its brand voice across diverse audiences and industries.
As the national industry association representing companies across hygiene, cosmetic, personal care, and specialty products, Accord needed to articulate who they are, what they stand for, and the value they deliver to members, stakeholders, and the broader community.
Zadro conducted a mini strategy session to uncover Accord’s purpose, vision, audiences, and goals. Together, we identified the challenges of speaking to multiple industries while maintaining one cohesive brand story.
The outcome was a complete Brand Language Guide that gives Accord a strong foundation for consistent, engaging, and authentic communication across all platforms. The guide included an updated tagline, a refreshed brand story, and tailored messages for segmented audiences, each crafted to connect meaningfully while building the brand as a whole.
The new language reflects Accord’s professionalism, credibility, and leadership in its sector, providing a framework for future marketing, communications, and advocacy materials.
OBJECTIVES
- Define a clear, consistent voice and tone for all Accord communications
- Develop messaging that resonates with multiple industry audiences
- Build stronger brand recognition and unity across all channels
- Create tools that support long-term communications success
STRATEGY
- Conducted a collaborative brand strategy session to define brand purpose and positioning
- Mapped audience segments and identified key motivators and communication needs
- Crafted a refreshed tagline, brand story, and segmented key messages
- Developed a comprehensive Brand Language Guide for internal and external use
RESULTS
- New tagline and overarching brand story created and approved
- Tailored key messages developed for all major audience segments
- A professional, easy-to-use Brand Language Guide for internal alignment
- Strong feedback from the client team with immediate adoption across communications
