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Tone of voice

It’s not only what you say, but how you say it

Even the most thrilling of subjects fall flat if the tone’s off. This is why your tone of voice is critical. It’s the life behind your brand.

We’ll find your unique brand voice and verbal identity – one that resonates with your audience. Then we can help your teams write consistently for your brand.

What is tone of voice?

Simple, it’s the personality and style that comes through in your writing. It’s about word choice, expressing your brand’s character and the emotions you evoke in your audience. It’s less about selling and more about connecting. 

Three reasons you need a tone of voice

Any brand that’s made it big, has a distinctive voice. They’re comfortable with how they talk and know how to get the best from what they say. A great tone of voice will give you:

Authenticity: Your audience needs to connect with your brand on a personal level. They need to feel good about you, to trust you, so they can build a relationship with you. 

Engagement: Capture your audience’s attention and keep them interested in what you have to say. Bland brands lose customers. 

Consistency: When your brand voice is solid across all your communications, you’ll reinforce your brand identity. One mis-step with your tone of voice and you’ll be splashed all over social before you can say #shame. 

Speak with confidence

We’re always happy to chat through our tone of voice service and figure out what you need.

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Who we’ve helped

Nike

Marking Football History

Atlético Madrid vs FC Barcelona Femenino had the highest attendance for any women’s match in history. Nike asked us to celebrate this watershed moment on its global social channels. Women’s football is on the rise. And Nike wants to drive that charge. So when Atlético Madrid vs FC Barcelona Femenino…
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Other services

But don’t just take our word for it…

Straight away, we saw Craft’s work ethic and can-do attitude. There have been many big projects where we needed support and this took a lot of weight off our shoulders and meant we could concentrate on more strategic decisions driving the projects.

Andrew Penfold

Digital & Content Marketing Manager, Security & Safety Things

Paul reliably supported our product teams with great copy, but was also essential in setting up foundations for voice & tone and other content guidelines.

Hertje Brodersen

Head of Design ∙ Experience Strategist, Zalando

Paul is a true wordsmith. He is never satisfied with ‘good enough.’ It was a pleasure to work with—and be inspired by—someone constantly seeking experts and experiences to hone his craft.

Anita Stubenrauch

Senior Content Manager, Apple

Tone of voice and brand challenges resolved via well-crafted words across all channels, to get you and your brand, business or organisation wherever you wish to go.

Liam Morgan

Cogs

Paul knows his audience. One of his sayings has become a team mantra – ‘Your audience always has an opinion. Start there.’

Anita Stubenrauch

Author of Apple’s Credo

Paul’s a really friendly, talented and experienced copywriter. We’ve worked together on several projects for Nike EMEA and Global and he’s extremely easy to collaborate with.

Jorge Cumbre

Unseen

Paul exemplifies the best elements in a writer: he’s constantly looking for inspiration, and maintains a childlike sense of wonder for new things. His appetite for all things literary is humbling and he’s the nicest guy you’ll ever meet.

Ben Oliver

Vice President, Creative and Original Content at RFRSH Entertainment / Blast Pro Series / Astralis / Origen

Paul is one of the most insightful writers I’ve worked with. He’s a strong and proactive creative whose infectious enthusiasm and forethought have driven many global campaigns to success. I couldn’t recommend Paul more highly.

David Clarke

Executive Creative Director, Huge

Paul & Robert at Craft Copywriting patiently worked with us to have a deep understanding of our history, our purpose, our values, our successes and failures. They then translated that work into authentic stories and positioning which truly reflect who we are. We are very grateful to work with them.

Alex Olmedo

Co-Founder, Fast-Track

Paul just gets it. He elevates content to the next level. He’s a talented writer, creative and a very clever communicator. And he’s great to work with – hard working, passionate and extremely humble.

Anna Murphy

Content Manager, PepsiCo

Everything you could ask for. On brief, on time and always looking to improve the work. Highly recommended.

Raul Balreira

Digital Project Manager, Tribal Worldwide London

It was a pleasure to work with Paul. His great collaborative mindset and professionalism push the deliverable to the next level. He’s a great content strategist, writer and thinker who asks insightful questions to push the design. I’ve never worked with a writer who influences design so much.

Seisho Manabe

Director, Frog Design

We recommend Paul to anyone who wants to find their voice and put personality to a brand.

Simon Croft

Founder and CD, Orangery

Let’s chat

Your products and services rock.
But no one knows.
Don’t bury your brilliance. Be heard by the people who matter.
Let’s sharpen up your social skills and get you noticed.

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