We all love to see Aldi beefing with M&S on social media, but have you ever wondered how they do it?
It’s not just one funny person on the social media team going rogue. It’s a strategic decision they made to be the cheeky challengers of the supermarket world, using humour to demonstrate the value and no-frills quality that set them apart.
A huge part of this comes down to their tone of voice. And the good news is, it’s not just major global brands that can use their voice to shape how the world sees them.
Every brand has a tone of voice, and you can define yours to reach more of the right people.
Tone of voice is how your brand sounds in word form.
It’s the style, language, and personality behind the words you put out into the world, from your website to your social content.
Without it, it’s easy to default to corporate speak, copy other brands, or be inconsistent.
A defined tone of voice removes all of that friction and uncertainty so you project a confident, distinctive message to the world.
I host tone of voice workshops and create tone of voice guidelines that help you express your brand clearly and intentionally, so everything you write sounds distinctly like you – whoever is actually writing it.
Either online or in-person, we explore your brand and define how you want it to sound in word form.
This interactive and engaging session takes 1.5 to 2 hours and my clients love the opportunity to take time out and look at their business with fresh eyes so they can move forward with more confidence.
After our workshop, you’ll receive a clear, usable guide that reflects how your business actually communicates, with practical advice and direction.
This becomes the bible for anyone writing on behalf of your brand, from new hires to freelancers and agencies, and ensures consistency at all times.
When your voice is defined, your brand feels more confident and becomes instantly recognisable (think about how you’d clock a tweet by Aldi without even seeing their logo) – making you so much easier to trust.
We define how your brand shows up and what your USPs are.
Clear direction on how your writing should feel, including: level of formality. warmth vs directness, use of humour, and confidence and authority.
Dos and don'ts, including: preferred words and phrases, ords that don’t fit your brand, entence structure and rhythm. emoji use, how your tone shifts in different situations (e.g. social media post vs customer complaint).
Examples of your tone of voice in action to get you started and help you keep it up consistently.
Guidance on how your tone of voice translates across: Website copy, LinkedIn content, Emails and newsletters. Sales pages, Everyday communication.
I’ve worked with all sorts of brands, big and small, to identify their voice and how to use it, including:
It’s especially useful for founders, creative entrepreneurs, and growing teams who want their communication to feel aligned as they scale.
Ideally from the get-go, but I know that’s not always possible from a budgetary perspective.
The short answer is there’s no bad time to do it because you’ll always see the benefits in brand confidence and customer trust and recall.
However, if you’re planning a visual rebrand or investing in a new website or other marketing materials, those are especially great times to do it!
It’s a relaxed, collaborative process and it’s surprisingly fun!
I ask the right questions, listen carefully, and translate how you already communicate into something structured and usable.
Or, if you’re not happy with how you’re coming across right now, we define how you want to sound and how to achieve it across the board.
I always encourage you to involve as many members of the team as you like, and there’s no additional charge for extra seats in the session.
The goal is to create something that feels natural and deliberate, that’s easy to roll out and stick to so you start to see results.
After her tone of voice session, one client from the sports industry said:
“LOVE LOVE LOVE.
Added a couple of very minor tweaks/comments but this is so good. Cannot tell you how much of a joy it was to read this and feel the essence perfectly captured. Also gives me tonnes of confidence to speak in the way that feels authentic using these guidelines.
Incredible job!”
Let’s do it. Get in touch to book your workshop and start projecting your best self to the world.
