Tone of voice
Your brand has a voice whether you've defined it or not. When several people write for you, it can sound like several organisations. Tone of voice guidelines give everyone the same way of speaking, with examples they can follow.
Sound like yourself in every channel
Tone of voice sits alongside vision and mission in our brand process. For AB Performance Training, it had to build trust with elite athletes used to high-performance environments while keeping the warmth her regular gymgoers valued.
Guidelines cover how you write headlines, explain complex ideas, ask for support and respond when something goes wrong, with before and after examples.
Written for the people who write
Practical rules and examples, instead of a list of adjectives.
Tested on your own copy
We apply the voice to your existing pages and materials so you can see it working before you commit.
How it works
Discovery
What's working, what's holding the brand back, and what your audience needs to feel in the first few seconds.
Listen to your audience
Customers, members and staff tell us what to keep and what to change.
Define the foundations
Positioning, purpose, values and tone of voice, agreed before any visuals.
Design the identity
Logo, colour, type and imagery, tested on the places your brand actually appears.
Roll it out
Guidelines and assets, delivered in the order you need them.
Agree how you sound
Send us a few things your team has written and we'll show you where the voice wavers.
Our 'why' & promise to you
People hear your brand long before they meet your team. How you write tells them whether you are worth listening to.
This work exists to help people understand what you stand for quickly, and to give your team a voice they can use with confidence every day.
You’ll get reasons behind every decision
Every choice about how you sound comes from research into your audience and goals, so you can explain it to anyone who asks.
You’ll shape it from the start
You are the expert on your organisation. You are involved from the first workshop, so the voice sounds like the organisation you really are.
You’ll get a voice your team can use
Clear guidelines and examples mean anyone writing for you can apply it without guessing.
You’ll see it working before you commit
We apply the voice to your own pages and materials, so there are no surprises at rollout.
Our full list of Services
Consultancy
& Research
- Competitor research
- Customer journey mapping
- Digital/web strategy
- Usability testing
- User research
- User personas
UI/UX Design
- UI & UX design system
- Information architecture
- Wireframing & prototyping
- User flows & stories
- Conversion rate optimisation
- Accessibility
- Mobile first design
Brand & Design
- Creative direction
- Brand assets creation
- Brand identity system
- Tone of voice
- Brand purpose services
- Brand values
- Print design services
- Design retainers
- Video & motion graphics
- Corporate presentations
- Social asset creation