Brand voice strategy

Your brand has a voice. How hard is it working?

From hero headlines and social media posts to support emails, you have a brand voice. But do you have a strategy?

Think about how you want your customers to feel when they pick up your product in a boutique and read the pack. When they’re searching for the solution to their problem and stumble on your blog. When they’re scrolling your social media posts on a lazy Sunday afternoon.

Do you want to nurture them with the botanical wisdom of years gone by or rally them with your eco-challenger spirit? Every word you use shapes the way they experience your brand. So let’s not leave it to chance.

Book a call to discuss your brand voice strategy

Fuschia was especially good at helping us nail down the tone of voice our weekly newsletter. I highly recommend working with Fuschia!”

- Sonalie Figueiras, Founder, Green Queen

Whether you’re a consumer brand or marketing to scientists, standing out is tougher than ever. And while AI masters grammar and spelling to perfection, it’s also pretty good at making your sound like every other brand out there.

A strong brand voice strategy can help you cut through market saturation by becoming more memorable — but that doesn’t mean it has to be off-the-wall creative. You just need to pinpoint the right words to connect emotionally with the right customers.

Stand out

“Fuschia’s flair for tone of voice in particular has helped us nail our client’s unique and engaging style.”

- Laura Robinson, Founder & Managing Director, Pink Pear Agency

If multiple people write for your brand, you’ve got a challenge on your hands.

A solid brand voice guide will get all your team members telling stories that sound unmistakably on-brand.

Too many cooks spoiling your brand voice?

Brand voice packages

Brand voice check up

£0.00

Quick, expert feedback on whether your most important pieces of English copy are doing your brand justice. You’ll get three actionable wins you can implement straight away.

This service includes:

Clear feedback on 3 pieces of copy of your choice (across different channels, max 500 words per piece)
An understanding of where your copy successfully expresses your brand personality – and areas which could be strengthened
A clear view of where you might be at risk of greenwashing – or using empty buzzwords – so you can change it
An overview of how consistent your brand voice is across platforms
3 quick wins you can implement today to strengthen your brand voice and boost first impressions

£150

Find out more and book

Brand voice journey

£0.00

(Re)launch with confidence. Stand out and express your brand personality with the right words, messages and tone for your audience.

This service includes:

A brand voice workshop (split across one or two calls) to define your archetypes, personality and key competitors
Analysis of your existing brand voice
Analysis of your target audience and their communication preferences
Brand voice analysis for five competitors
Creation of a unique stand-out brand voice to make your copywriting easier
Practical examples of how to apply your brand voice across different channels
A word bank of brand-aligned language your audience will connect with
Two rounds of amends to fine-tune your brand voice guide
Detailed feedback on three pieces of copy that your team creates in your voice

From £1,750

How it works

Reach out

Book a 30-minute call or send me an email and tell me all about your project. After our chat you’ll get a proposal tailored to your goals. If it’s a fit I’ll invoice you the deposit and collect some initial information about your brand.
Research

I’ll audit your existing brand voice elements, how your competitors approach their brand voice and discover how your audience speaks.
Regroup

I’ll then share my analysis in a 60-minute briefing workshop. We’ll continue to explore what makes your brand so special and talk brand archetypes and personality.
React

Once I have everything I need, I’ll get to work crafting your brand voice guidelines.
Reveal

You’ll receive a comprehensive brand voice guide on our agreed deadline. It’ll include actionable, concrete guidelines to make copywriting in your new brand voice a doddle.
You’ll also get three examples of your brand voice and a ‘word bank’ or curated list of words and phrases that reflect your brand personality and audience.
Refine

You’ll send me your feedback. Don’t hold back! The more clear, actionable feedback, the better the result. You’ll get two rounds of amends and once you’re happy, the copy will be proofread to catch any pesky typos.
Regenerate?

Finally, you can get your team to write three pieces of copy in your new brand voice and get detailed feedback from me. You’ll have two weeks to do this.

“Fuschia ensured that the English version of my website reflected my tone of voice.”

- Ester Mignani, La Copy SEO

Frequently Asked Questions

Whether you’re a European consumer brand or marketing to other businesses, standing out is tougher than ever. With competition from brands that share your values and mainstream businesses targeting similar customers, there is a lot of noise out there.
One way you can stand out is by developing a distinctive brand voice that connects deeply with your customers.
You’ve already got a brand voice. Every time you interact with your customers, you’re using a brand voice, whether intentionally or not. Nailing a strong brand strategy early on can set you up for success.
That said, many businesses don’t work intentionally on their brand voice in the beginning — it can evolve as you get to know your customers better.
If you’re a startup keen to develop a distinctive voice to build on and refine in time then we can discuss a reduced-scope project that meets your needs.
Having clear brand voice guidelines will help you and your team consistently write any audience-facing text – from websites and ads to packaging, 404 pages and even terms and conditions.
Brand voice guidelines will save you time and effort. No more trial and error or rewriting countless drafts. And when your lead copywriter moves on to pastures new, you won’t be panicking about losing your secret sauce.
Branding experts and designers work on the high-level branding strategy to make sure everything your brand puts out into the world - visuals, social media, copy - reflects the brand positioning and personality. And, while brand books often include a section on brand voice, this is usually limited to a collection of adjectives. This is rarely enough to guide writers in creating personality-packed on-brand copy for all your written communications, especially if you work with a team.
Brand voice guidelines are much more comprehensive and include writing principles, rhythm, pace and pattern, points of view, how tone varies by channel, lists of words to include and avoid an sample copy to make the writing process much easier.
Absolutely! As your business grows, your audience can change, the market can evolve and your brand can shift. If your current guidelines no longer feel right, then it’s a good time to refresh your verbal identity so it truly reflects where you’re at today.
Starting with the workshop, we’ll work together to build your ideal brand voice. Once we know what vibe and brand personality we’re going for, I’ll get to work translating this into a set of easy-to-follow and actionable brand voice guidelines.
As with all my projects, you can give up to two rounds of feedback before we finalise the guidelines.
I can share an anonymised version of guidelines I’ve created, minus the juicy details. This will give you an idea of how the information is presented.
Ok, ok, they’re not the same thing, even though many people use the terms interchangeably. Brand voice is how your brand personality shines through in the words you use. It should stay consistent across all communications, even non-marketing texts.
Tone of voice is the specific tone you take, which can change depending on the context. For example, you might use a respectful tone for customer complaints but a more upbeat one when sharing goals.
Absolutely. Please get in touch with me via my contact page or by emailing ciao@fuschiahutton.com for a bespoke proposal.
AI can do some of the heavy lifting — it can make analysing your competitors’ voices easier, for example. But AI doesn’t know your brand, your audience or your unique selling points. Because AI is an aggregate of all the content on the internet it skews towards blandness. Is that what you want for your brand?
For brand voice to be strategic, you need a real-life human who can listen to you and your customers.