Tone of Voice project samples

We work with brand consultancies to create tone of voice guidelines that capture the brand's essence. Here are some samples.

For details on the process involved in developing ToV guidelines click here.

For a thought piece on what is achievable.

For an overview of typical ToV guide contents.

P&O Cruises - creating a tone of voice / verbal identity

These pages are from the guidelines for the tone of voice we developed for P&O Cruises. We went on to develop a training programme for the company's five strong in-house team of writers. These first few pages are scans and not easy to read online. You can download a pdf here.

Xansa - tone of voice guidelines as training

Although tone of voice guidelines are meant to be about the verbal identity of the brand, they tend to go beyond style and advice on writing for the brand in general. Every company has different priorities when it comes to advising their staff on writing. For Xansa, an IT outsourcing company, it was ensuring writers focused on benefits when crafting headlines for promotional emails.