Taxact brand voice

I was hired to join the new TaxAct internal marketing team. At the time, the brand had no personality or tone. When you’re in a “me-too” product category like personal tax filing, you need every advantage to stand out from the most common names - TurboTax and H&R Block. To break out from the sea of blandness, I created a brand voice that showed TaxAct was empathetic to the customer and would use their expertise to help them maximize their taxes. Sprinkling in a little attitude with a wink and a smile, consumers realized doing taxes doesn’t always have to be serious business. This resulted in an immediate impact:

• Grew total filers for the first time in more than seven years

• Grew total brand awareness by 10%

• Best increased retention rates in the history of TaxAct