The right guidelines make planning and delivering great copy easier. Whoever’s writing it.
Say the right things.
In the right way.
Branding and tone of voice work isn’t just for the big boys. Every business can benefit from defining the value it offers. Deciding the most pressing USPs. And then communicating it consistently. You already know what you do. But the right tone of voice and comms guidelines will capture the unique way you do it.
Creative ideas.
Turned into practical guidelines.
Whatever your tone of voice, whatever the personality and feel of your brand, it’s not very useful by itself. I take the conceptual side of a brand and turn it into practical, actionable tools – things you can use to check that your copy is on-message and help your people communicate in the right way.
That’s included:
- Helping small businesses capture what they offer – the ideal touchstone for all future copy
- Writing brand tone of voice guidelines for global organisations
- Translating brand values into a well-defined tone of voice
It’s Things Like
You’re speaking a lot.
But what are you really saying?
Beneath all your copy – under all the clever execution – there’s something else. The way you position yourselves in the market. How you set your brand apart from everyone else. But from the inside, it can be hard to stay focused on why you’re different. Why you’re better. And why you’re the right choice.
Pin down who you are.
Then tell the world.
I’ll help you by:
- Defining key USPs that set you apart from the competition
- Creating your key elevator pitch and positioning
- Articulating your story in long, short, and headline forms
Compelling is good.
Consistency is everything.
People respond to other people. To voices they recognise, or styles that seem to match-up with the things they do every day. Whether you’re working with a copywriter or writing in-house, effective guidelines can help you pin down your personality. Then put it into practice.
Find the right voice.
And the tools to write in it.
I’ll help you by:
- Exploring your current tone of voice or defining a new one
- Articulating how your values and line of business lead naturally to a certain brand style
- Deliver practical guidelines – not messy character profiles, but useful tips and tricks that your teams can use to write on-brand copy in-house
Recent Brand and Tone of Voice Projects
Vitabiotics Tone of Voice and Copy
I helped Vitabiotics cement its position as a market leader with a clear personality, defined tone of voice, and consistency at every touchpoint.
With a focus on showing benefits in action, I helped IT firm Secunia turn a recent success into an engaging story.
For cosmetics firm facetheory, I developed a product copy style that truly matched the brand’s personality and values.
SmartDriverClub Tone of Voice & Web Copy
I helped create and articulate a tone of voice that embodied what SmartDriverClub stood for – and then put it into practice for the launch website.
Turmeric Positioning & Elevator Pitch
Through interviews and discussion, I helped turmeric refine their positioning around what makes the company so unique.
