Brand voice guidelines should be useful – not just a set of rules to follow.
Done well, they help your team bring your brand to life in everything you write – from your website to your support emails. We help you create a tone of voice document people actually want to use: interactive, shaped around real life situations, designed to evolve with your business.
Tone of voice
guidelines help:
To get your team writing with consistency and confidence
Show what 'good' looks like, with real examples
Save time and energy explaining everything from scratch
Support new joiners, writers and contributors
Avoid the ‘blandification’ that comes from everyone editing each other’s work
We’re working on AI-powered tools and interactive exercises to help your people get more from your tone of voice.
Who it's for
Anyone organisation that communicates, really, but specifically:
- Organisations who’ve just developed a new brand voice
- Teams with old guidelines gathering dust
- Brands where writing is decentralised and messy
- Comms, marketing or leadership teams who want to sharpen their voice
- Anyone using AI tools and struggling to preserve personality
Why it matters
Everyone writes. But without guidance, that writing gets diluted.
Tone of voice work helps you:
- Sound more human, confident and consistent
- Protect your brand in a world of copy-paste content
- Make faster, better writing decisions
- Communicate with more empathy and intention
What you get
We tailor your guidelines to suit your team, your tools and your goals.
A typical package includes:
- Your tone of voice principles – with examples and explanations
- Before-and-after rewrites of real content
- Tips and rules of thumb to apply in different contexts
- Support materials for training, onboarding and brief writing
- Optional add-ons: tone of voice onboarding sessions, training workshops, content audits
In more depth
One and done? Not quite.
There’s no set of instructions that guarantees great brand writing. You can agree on parameters, sure. But you must also inspire and provoke. If your writers feel engaged in the process of trying new techniques, and have been given permission to do so, then you’re much more likely to see creativity and your tone of voice will take on a life of its own.
Our process includes writing tone of voice guidelines to help to codify your tone of voice. But our aim is that your tone of voice becomes embedded in the organisation through use, taking on a life of its own that, ultimately, renders the guidelines obsolete.
Don’t just take
our word for it
The results from working with Olly Davy went well beyond our expectations. The process resulted in us creating a really clear and impactful message. More than this, Olly helped clarify our deeper motivations and goals, so that we came away feeling inspired and driven to succeed in our business.
Ben Mann, Co-founder,
Megaphone Creative
The answers to
your questions
Without clear tone of voice guidelines, everyone writes in their own style. You waste time reviewing and rewriting. Your brand starts to sound inconsistent – or worse, vague. It’s harder for new joiners or freelancers to get up to speed. Over time, you lose trust, clarity and character.
If they’re sitting in a folder untouched, they’re not working. Maybe the tone no longer fits. Maybe there are no examples so no one knows how to apply them. Maybe you want to include AI prompts or rollout materials. If they’re out of date, let’s make them useful again.
Yes – we run onboarding and training sessions that get people using the tone straight away. Practical exercises, real content, and tools you can tailor for different teams – from marketers and writers to support and sales. Coming soon: AI tone assistant and rewriting games.
It’s a collaborative process. We start with your real content and align with your brand strategy, audience and team culture. Then we develop tone of voice principles, rules and examples that actually fit how you work. You’ll also get tools to support rollout and usage.
They’re not just nice words in a document. Great tone of voice guidelines have real content examples, not generic ones. They’re clear, practical, and structured in a way people can use. They leave room to flex across formats – and they help people take action, not just nod in agreement.
Good guidelines save you time – in writing, reviewing, briefing and editing. They give your brand a consistent, memorable voice that connects. They make support, marketing and onboarding smoother. And in a world of AI-generated content, they help you sound human.
