TONE OF VOICE

It’s not just what you say but how you say it

defending, CREATING AND SHAPING unique VERBAL IDENTITIES

WANT YOUR BRAND TO STAND OUT? GIVE IT AN UNMISTAKEABLE VOICE.

Be it bringing tone to life across touchpoints or starting from scratch, a consistent voice is vital in helping you win trust with your audience.

Explore some of these here, and get in touch if you’d like to know more.

INMARSAT

A POWERFUL TONE OF VOICE FOR A UNITED FUTURE

Inmarsat is the leading global satellite communications provider for everything from aviation and shipping to the US military. Having been given a beautiful new look and feel based on some incredible brand strategy work at Superunion. The next job was to give the brand a verbal identity.

So how do you give a single Tone of Voice to so many different entities? And how do you make something so complex and technical mean something? By making the intangible tangible. By showing the world that the quality of their products is critical, literally the difference between life and death at times.

Heroic, Leading and Human were the three areas carved out before clearly defining those words for use in our own unique way.

The guidelines went into depth, with a sliding scale of when to dial up which elements. This was found to be really useful, especially when I took the global team through the guidelines and ‘how to’s’ during a detailed Copy Masterclass.

The new voice and brand messaging created now form the basis of all of their comms from their website and social platforms to internal emails, annual reports and press releases.

Deliveroo

Fiercely defending brand tone as Head of Copy

I love food. Almost as much as I love writing. So I was delighted to be asked to step in while their in-house Head of Copy took a well earned month-long sabbatical.

I had the pleasure of working with the team to guard and maintain their PASSIONATE, INCLUSIVE AND TRANSPARENT brand tone.

Overseeing all copy output, I worked across everything from print and social to the new welcome flow ECRM.

Here’s a morsel of the work produced.

WILKO

SHAPING A TONE OF VOICE FIT FOR SOCIAL

While Wilko’s new brand tone was working wonders above the line, the social team were struggling to know how to adapt the tone to have an impact online. The team at Puzzle London asked me to deliver a social tone of voice, I came back with a detailed breakdown of the tonal nuances:

PASSIONATE (confident and full of know-how)

Empowering (inclusive with an infectious can-do attitude)

Cheeky charm (honest, insightful wit and warmth)

Along with style tips to help keep it lively (like throwing in a friendly aside), as well as what they should be sharing based on our target market, and when.

They later got me back to apply the same tone to the website with fresh SEO product pages and a number of blogs.

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