Tone of voice is nothing new. It’s been around since brands first started talking. But it’s more important now than ever, because a) there’s a whole lot more competition, and b) brands are generating more content across more platforms.

Nail your tone of voice and you’ll grab your audience’s attention, build loyalty and give your team the confidence to speak up. But where do you (or we) begin?

This is how we work:


Every tone of voice project starts with you: your personality, vision, beliefs and bugbears. So, before we develop anything, we’ll get to the nub of your brand. And find out what makes you (and your audience) tick.


This stage can involve workshops, questionnaires and tone of voice ‘samplers’ to help us pin down your voice. We’ll also explore how your voice needs to flex for different audiences, messages and media.


Once we’ve agreed your voice, we’ll create guidelines, supported by easy-to-follow, annotated examples. These could be digital, printed, interactive, dynamic… Whatever form they take, we’ll make sure they’re clear, compelling and practical. 


Of course, guidelines are worthless unless they’re used. So, through training, exercises, copy clinics and even whole engagement programmes, we’ll make sure they never just gather digital dust.

Read some tone of voice success stories.

Tone of voice gallery

For a little inspiration, why not browse our tone of voice gallery? We’ve created a series of ‘mood boards’ where we’ve written the same message in six different styles. Which works for you?

Our tone of voice blog

Once upon a time

Once upon a time…

From Apple to John Lewis, the most successful brands are great storytellers. Here are some ways you can take a leaf out of their (best-selling) book. Since mankind first sat around a fire, stories have had an amazing knack for bringing people together. Whether written, visual or spoken, they help embed facts and trigger emotions….

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Saying it straight

Saying it straight

It’s hard to argue with the value of clear communications. After all, what company wants confusing, jargon-filled copy? But is ‘plain English’ really the answer? And is there a way to be plain without being, well, plain? Bear in mind that simplicity is not the same as clarity. As Richard Saul Wurman – a pioneer…

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Find your brand voice

Finding your brand voice

Like it or not, every hotel has a ‘tone of voice’ – a way of writing that expresses their brand. It could be friendly and conversational, cool and aloof, professional and businesslike, quirky and off the wall. For some brands it’s clearly defined and strategically planned – Mal Maison for example. But for others it’s…

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Myths & mangoes

It goes without saying, most businesses want to sound friendly, approachable and likeable. Who wouldn’t? But when it comes to tone of voice, just writing in the ‘Innocent’ voice is no longer enough. The best brands have forged their own style; a style which is original, distinctive and not at all fruity. These are our…

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Taking words beyond the page

Taking tone of voice beyond the page and screen

Most of us can detect a brand’s tone of voice in traditional forms of marketing such as press ads, websites and direct mail. But when tone of voice is working at its best, it spans all forms of media, from signage to social media. As increasing numbers of brands connect with customers through Facebook and…

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tone of voice touchpoints

Tone of voice touchpoints

It can take time to develop a tone of voice for your brand – a way of speaking that belongs to your business. But once you’ve got it pinned down, how can you get it to work harder and stretch further? As holiday season approaches, now seems a good time to take a look at hotel and…

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