Brand voice copywriting for sustainable brands

Your mission, our words, maximum impact

From hero headlines and social media posts to support emails, you have a brand voice. But are you using it strategically?

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 perfect natural eyeliner online and stumble on your blog. When they’re scrolling your brand messaging on 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.

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

Stand out in a sea of green

Whether you’re a circular skincare brand or zero waste hero, standing out is tougher than ever. Strong brand voice development can help you cut through market saturation by becoming more memorable.

But brand voice copywriting doesn’t necessarily have to be off-the-wall creative. An authentic brand voice needs the right vibe to connect emotionally with the right customers.

“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?

Your brand voice copywriting guidelines will include:

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    A one-hour workshop or series of calls to identify your brand archetypes, personality and competitors

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    Analysis of your existing brand voice

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    Analysis of your target audience and their communication preferences

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    Brand voice analysis for five competitors

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    Creation of a unique stand-out brand voice to make your copywriting easier

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    Three examples of your brand voice in action to help you use the guidelines in different contexts

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    A ‘word bank’ of juicy words and phrases your audience will respond to can use to connect with your customers

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    Two rounds of amends to fine-tune your brand voice guide

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    Detailed feedback on three pieces of copy that your team creates in your voice

  • Priced from £1,750

    Typical timeline is 6-8 weeks

The brand voice development process

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 auditing 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.

Refine

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

Brand voice development

Frequently asked questions

  • Whether you’re a circular skincare brand or selling reusable period pants, 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.

  • 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.

  • Brand voice guidelines are confidential company information! 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.

  • As a copywriter, my clients’ brand voices are like different outfits I put on when writing for them. If I always turned up wearing a feather boa, then clients might think I’d never wear a suit. The truth is, I’m comfortable in both.

    I know you don’t care what I wear. You just want to know that I can get the job done. So I’ve deliberately taken on a vanilla brand voice.