Tone of Voice

A brand’s tone of voice – it’s verbal identity – is what helps it connect with an audience. Get to grips with verbal identity: find out what works, what doesn’t, and how to turn up the volume on the words that matter for your brand – this course covers not only the basics but also styles, mediums, internal and external communications.

Individuals will understand what a verbal identity is and learn the principles of creating or refreshing a tone of voice; they’ll get to grips with their brand’s verbal identity, learn the differences between a tone of voice and house style, and see the complex ways in which a verbal identity exerts consumer influence.

Organisations will expose employees to a motivational course in adopting and implementing a tone of voice; stimulate greater enthusiasm and understanding of consumer influence, and help them get more from their brand’s investment in verbal identity.

This course is for writers and colleagues who need to understand – and want to get more from – the basics and principles of verbal identity, but may not have had experience using a tone of voice in practice. Some writing experience is expected.

• Verbal identity – in theory and practice.
• House style – the difference, the challenges.
• Good words – using them to greatest effect.
• Cross-channel comms – what works, and why.
• Challenges of implementation – and how to overcome them.
• Turning up brand volume with verbal identity.

A combination of exercises, classroom discussions, insights and notes – using practical examples from delegates’ own brands wherever possible (access to house style and brand TOV preferred).