Selfridges brand verbal audit

I undertook an audit of the iconic London store – and its competitors' – communications.

Interbrand commissioned me to research Selfridges' tone of voice and content via all the different communications streams, including website, store windows, print and signage, through to the way employees addressed customers face to face.

I also examined the different communications streams of Harrods, Liberty, the House of Fraser and Harvey Nichols to contrast the content and consistency of their expression. Then I assessed whether Selfridges' desired personality was carried effectively through the different channels to create a single clear, focused message. The result was a detailed report that uncovered the inconsistencies in the brand message – and pointed to ways of developing a stronger, more even communication.