Tone of Voice Strategy

Get exciting new tone of voice guidelines for your brand

Every brand needs a distictive tone of voice

When your website, socials and sales materials don’t sound like they belong to the same company, it’s hard for people to understand what you do. You know there’s something that sets you apart, but explaining it, well, it escapes you.

So, if your messaging feels generic or complicated and creating content feels like starting from scratch, chances are you need to put a brand tone of voice strategy in place.

How I can help with your tone of voice

You might need some basic tone of voice guidelines, a full brand identity and tone guidebook and possible, a tone of voice workshop. Opt for basic guidelines or a full guide – and bolt on a workshop if you need it:

Basic Guidelines

I’ll audit your current copy and work with you to capture your voice. Your TOV guidelines will include:

Tone of voice summary
A description of how you should sound for anyone writing content to use as a reference.

3 brand voice pillars
Three defining traits with clear boundaries, showing what works and what doesn’t.

Dos and don’ts
Guidance on the attitudes, word choices and phrasing that fit your brand and what to avoid.

Cross-platform use
Examples showing how the tone applies to your website, social media, emails, etc

Emotional Outcome
An explainer of how you want people to feel after engaging with your content.

You get two rounds of amends before the TOV guidelines are signed off and everything is tailored to you, this isn’t a one-size-fits-all template.

Price: £1,650

Full Guidebook

I’ll audit your current copy and work with you to capture your voice. Your Full Guidebook will include:

Tone of voice summary
A description of how you should sound for anyone writing content to use as a reference.

3 brand voice pillars
Three defining traits with clear boundaries, showing what works and what doesn’t.

Dos and don’ts
Guidance on the attitudes, word choices and phrasing that fit your brand and what to avoid.

Cross-platform use
Examples showing how the tone applies to your website, social media, emails, etc

Emotional outcome
An explainer of how you want people to feel after engaging with your content.

Brand story, tagline & promise
A short, memorable story that explains your brand and a promise that sums up what people expect from you.

Messaging pillars & positioning
Clear pillars that support your messaging and a concise statement explaining your position in the market.

Audience-specific messaging
Guidance for tailoring messages to different audiences

Values, Mission & Purpose
A summary of why your brand exists, its values and the mission guiding everything you say.

Brand Word Bank
Key words and phrases to use, plus optional “avoid” language to keep messaging consistent.

Writing Style Guide
Guidance on tone, sentence structure, punctuation, headings, and other stylistic elements

Ideal Client Personas
Info representing your typical audiences to guide your messaging.

10 Day post-delivery support
Support to answer any questions while your team starts using the guide.

You get everything in the basic guide, plus strategic messaging, audience clarity and guidance to help your team apply your voice confidently and consistently.

Price: £4,000

Training Workshop

Add a half-day (3.5/4 hour) interactive workshop to your TOV guide package.

Your team will get hands-on practice, break-out exercises and practical guidance to use your tone of voice consistently in everything they write.

Includes slides, exercises and Q&A.

If you need additional training after the workshop, these are priced at £250 per hour.

Travel and expenses may be added on if you need me to train in-house..

Price: £2,000

Gimme a voice!

Do you really need tone of voice guidelines?

Absolutely, yes.

Putting brand guidelines in place keeps your message, style and tone of voice consistent.

The result: you get a strong brand identity that connects with your audience and makes sure you don’t blend in with the rest of the marketing noise.

Still unsure if you need brand voice guidelines?

No probs!

Check out my article, Why your brand tone of voice is important.