"This is the year I want our web content to be on brand as well as usable"

Even if you already have brand tone of voice guidelines (and if not, we can help you define and develop these), getting content authors to follow them can be a challenge. We’re expert in creating the rules, samples and examples you need to keep your web writers on brand.

How does the process work?

To go about creating your online tone of voice we will:

  • talk to stakeholders about your organisation, your audiences, the purpose of your online communications and your brand values
  • review existing material – brand guidance, annual reports, language guidelines etc
  • compile a brief tone of voice questionnaire for stakeholders – this will help us understand more about what sort of tone of voice you envisage for your organisation
  • use other relevant background material too, such as web stats, user feedback and user personas

What are the benefits of creating a distinct online tone of voice for your organisation?

  • make your online communications more usable: a clear, informative tone of voice will help people navigate your website and get the most from other online communications
  • set you apart from the competition: having a distinctive way of talking will help users and customers remember you
  • create an emotional bond with your brand: a good tone of voice helps make interacting with your company an enjoyable experience – making people more likely to recommend you.
  • help you deliver exceptional service: making your content informative and helpful will cut call centre traffic, help people get more from your products and enhance your reputation for customer service.
  • help you sell more: by highlighting benefits and creating word pictures that encourage your customers to buy.

What will you get?

To leave you self-sufficient in communicating in your voice, we’ll produce a practical document setting out your tonal values, supported by plenty of real examples and practical copywriting tips.

  • explanation of each tonal value mapped to your brand identity and objectives
  • multiple examples showing you how existing copy content can be rewritten in the new tone of voice
  • examples of how NOT to write in your voice – always very educational!
  • copywriting dos and don’ts 
  • a lexicon of recommended words and phrases

We can also provide training to support communication and implementation of your voice