Some brands I’ve helped

A brand is nothing without a secure, consistent and independent tone of voice.

But it’s not just how it sounds – it’s how it behaves.

I’ve helped some of the nation’s best-known brands to find, define and embed a voice that works everywhere: campaigns, CRM, social, policy wording and everything in between.

Sometimes that means building a framework from scratch. Sometimes it means fixing one that’s drifted. Either way, the goal is the same: a voice that’s clear, distinctive and impossible to misapply.

Words are often where the big ideas start. Just how I like it.

I work with in-house teams, agencies and marketers to shape campaigns from the inside out – making sure the idea, the TOV and the execution all pull in the same direction.

Sometimes that means developing the platform for a rebrand – as I did most recently at Staysure. Sometimes it means steering the work so the brand still sounds like itself when the pressure’s on – and in the places nobody thinks to check.

Offline, online, above and below the line…if it needs words, I can write it, lead my team to write it, or advise others how best to approach the challenge. And I can give designers some well-considered creative pointers too.

With experience heading up the copy teams at two of the biggest brands on the high street – John Lewis and Tesco – and the nation’s favourite travel insurance provider (Staysure), my copy chops speak for themselves. Even though that’s a weird metaphor.

I’ve also worked with multinationals from Switzerland to South Africa, and tiny little cottage industries in places called quaint things like Wendens Ambo.

The trick isn’t clever lines for the sake of clever lines – though I do love me a good pun. It’s understanding what the brand needs to say, and how to say it so people actually listen.

Whether it’s writing from scratch or tightening up something that’s already there, I can help shape the copy so it’s clearer, sharper and more on brand.

So whatever your copy needs, whatever your industry – and whether you need people to sign up, change their minds or just buy stuff – get in touch if you want my help.