The Verbaliste Blog

Starbucks’ tone of voice brand guidelines

Wouldn't you think a global retailer's tone of voice brand guidelines would have much in them? Looking at Starbucks' example of tone of voice guidelines, it appears not. What's going on? And what's the impact? I was shocked when I saw how brief Starbucks' tone of...

Brand Voice – why it matters more than ever for B2B

You've heard people talk about 'brand voice". And you've heard people talk about it a lot more in B2B marketing. But what exactly is the 'ROI' on brand voice? Why's a consistent and clear brand voice critical for B2B marketing, now more than ever? And importantly,...

Monzo Bank brand tone of voice guidelines

I moved my business' banking to Monzo because of their brand tone of voice guidelines. Not just for that reason, but when it was time to move, their voice (like the rest of their UI) was simple, colourful, and approachable. And when you look at their brand tone of...

What goes into creating a verbal brand?

Ever wondered what goes into a creating a verbal brand? Is it just a great name or tagline? Or maybe a great piece of packaging copy? Think about it like this: you can recognise a carton of Oatly from across the supermarket. Even without seeing the logo or the name....

What goes into a good financial services brand’s tone of voice guidelines?

This is the first in an occasional series where Chris West looks at good and not-so-good examples of brand tone of voice guidelines: what makes them work and what they could do to make them work harder. First up is something for anyone looking for financial services...

Why have a brand tone of voice? 10 quick questions, answered

Why have a brand tone of voice? When a client asks us this, the background is usually that the brand already has great writers in social media, blogs, e-comm, online and ads. And when the CMO looks around, all the other great brands seem to effortlessly win customers,...

Chapter 19: “The Ground Level Details” of a brand’s tone of voice. From STRONG LANGUAGE, the #1 best-selling Tone of Voice book

This is an extract from the #1 best-selling book on brand tone of voice, Strong Language, by Verbal Identity's founder, Chris West. This extract shows how to make sure the nuts and bolts of your brand's language also help to convey its identity.      ...

Chapter 8: “Tesla and Google’s brand narratives.” From STRONG LANGUAGE, the #1 best-selling Tone of Voice book

This is an extract from the book about brand tone of voice called Strong Language, by Verbal Identity's founder, Chris West. It became an instant best-seller on brand tone of voice. This extract discusses how you can develop the brand narrative by paying attention to...

How much money does a brand lose when its tone of voice is wrong

The UK's Marketing Society asked our CEO, Chris West, his views on what happens when a brand's tone of voice is out of date. And how the brand tone of voice affects all things money. We’re very grateful for the Marketing Society's coverage, please read more on the...

Chapter 5: Why narrative is critical for all brands

In Chapter 5 of STRONG LANGUAGE - the #1 best-selling book on brand tone of voice - our Founder, Chris West, talks about the importance of narrative. There's a whole lot more to say about narrative. And in Strong Language, Chris does tell all about the power of...

How can you make your brand writers more effective? Here’s a simple and cost-effective method of Copywriters’ Training. From STRONG LANGUAGE, the #1 best-selling Tone of Voice book

Once you've done your copywriters' training, you're all good, right? Not quite. You need to keep training and embedding the learning. Coaching is also good. But what's the most cost-effective way to improve your brand writing? In this extract from the #1 best-selling...

Chapter 17: The ‘5 How’s Exercise’ from STRONG LANGUAGE, the #1 best-selling Tone of Voice book

This is an extract from the book about tone of voice, Strong Language, by Verbal Identity's founder, Chris West. It became an instant best-seller on brand tone of voice. This extract shows how to make an authentic tone of voice. This works as a copywriter's exercise...

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