Expertise

Words that sound like you, and sell like us

A defined verbal identity that makes your brand recognisable in every email, proposal, and campaign. We codify how you speak so your team can scale communication without losing personality.

What's included

The building blocks of tone of voice

Voice Audit

Analysis of your current communications across all channels to identify inconsistencies and opportunities.

Verbal Identity Framework

Defined voice principles, tone spectrum, and writing guidelines that capture your brand personality.

Messaging Architecture

Core narratives, value propositions, and proof points structured for different audiences and stages.

Team Enablement

Practical writing guides, before/after examples, and workshops to embed the voice across your organisation.

The detail

How we approach tone of voice and what to expect from the engagement.

Why tone of voice matters in B2B

Most B2B companies sound identical. The same jargon, the same passive voice, the same hollow promises about “innovative solutions” and “best-in-class service”. When everyone sounds the same, nobody stands out.

Your tone of voice is the difference between being remembered and being ignored. It is how you build trust before the first meeting, how you differentiate in a crowded inbox, and how you maintain consistency as your team grows.

The problem with generic B2B writing

B2B buyers are people first. They read your website, your emails, your proposals, and your LinkedIn posts. If your writing feels corporate and templated, they assume your thinking is too. A distinctive voice signals confidence, clarity, and a company that knows exactly who it is.

What we deliver

The engagement produces a comprehensive Tone of Voice Guide that your entire team can use, from marketing to sales to customer success.

Phase 1: Listen (Weeks 1-2) We audit everything: website copy, sales decks, email sequences, social posts, proposals, and internal communications. We interview your leadership and sales team to understand how the company actually speaks versus how it writes.

Phase 2: Define (Weeks 2-3) We develop your verbal identity: voice principles, a tone spectrum (formal to casual, technical to accessible), and core narratives. We present options with clear reasoning and trade-offs.

Phase 3: Codify (Weeks 3-5) The Tone of Voice Guide is built. This includes writing principles, vocabulary guidelines (words to use, words to avoid), sentence structure guidance, before/after examples for every content type, and templates for common communications.

Phase 4: Embed (Weeks 5-6) Workshop sessions with your marketing, sales, and leadership teams. Practical exercises applying the voice to real content. We rewrite key pages and templates as reference examples.

Who is it for?

Tone of Voice engagements are suited to companies with growing teams where communication is becoming inconsistent, or companies preparing for a brand refresh who need the verbal identity to match the visual one. If your website says one thing and your sales team says another, this is where to start.

Results