The Verbaliste Blog

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 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 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 Strong Language, by Verbal Identity's founder, Chris West. It became an instant best-seller on brand tone of voice. This extract discusses how the "10,000ft" level of their brand voices come to life in the narratives of Tesla and Google.  ...

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The UK's Marketing Society asked our CEO, Chris West, his views on what happens when a brand's tone of voice is out of date.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

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. From STRONG LANGUAGE, the #1 best-selling Tone of Voice book

This is an extract from Strong Language, by Verbal Identity's founder, Chris West. The book became an instant best-seller on brand tone of voice. Here, in Chapter 45, Chris shares the most cost-effective way to help your brand writers keep improving.    ...

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

This is an extract from 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.  Buy a copy of the tone of voice book Strong Language: the fastest,...

Greenwashing language. How to help your team avoid it.

3 things to avoid and 3 things to do, so you (and your CEO) avoid greenwashing language.   When you're doing good things, it's easy to think you can just write about them and the world will appreciate what you're doing. But people are more sceptical, less...

What is tone of voice – an overview

What is Tone of Voice - an overview. Introduction: Please note, this text was generated by an ai platform given the prompt 'Tone of voice - an overview' and I'm testing out its effect compared to other posts. If it wins, I'm retraining. Tone of voice is the way in...

Writing copy for a better Customer Experience – the Pause

Imagine you're being tasked with writing copy for a better customer experience. Perhaps the churn rate's gone up recently. It's easy to jump in and start tweaking a few things. Or maybe you think it's time you got some copywriter training - because, like, you thought...

Using Behavioural Economics for copy

You can use behavioural economics for copy. Will they help? Yes. Better than 'real creativity'? Here's what Chris West recently posted: Behavioural economics tricks are good to know. But their effects are trivial and short lived, compared to real creativity. There are...

What’s wrong with most tone of voice in tech?

Truth is, you can't change everything about your brand's tone of voice. Not all in one go, anyway. The big problem we see in tone of voice in tech is that there's too much, erm, tech. Most of your clients aren't as knowledgeable as your CPO. So what should you change...

Communities of Practice for copywriters

What are Communities of Practice? And how can you use them to help your copywriters? Back in 1991, two cognitive anthropologists, Jean Lave and Etienne Wegner, discovered something remarkable. Street gangs don't use agenda. But still they seem to thrive through...

Chat?

+44 (0)20 3053 8329

Head Office

65 Banbury Road
Oxford, England
OX2 6PE
View on map

London Office

10 Chancel Street
London, England
SE1 0UP
View on map

Sign up for Monthly Insights

© 2022 Verbal Identity Ltd. All rights reserved 

Pin It on Pinterest