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TONE OF VOICE
& BRAND COPYWRITER

TONE OF VOICE AND BRAND COPYWRITING

Your tone of voice guidelines are as important as your logo, fonts, colours and imagery style.

Your brand identity can add that elusive ‘je ne sais quoi’ to stand out from competitors, adding an extra frisson when we buy your brand, drink it, wear it or drive it.

BEFORE SOMEONE BUYS YOUR BRAND, THEY NEED TO BUY INTO YOUR BRAND

Your tone of voice needs to resonate with your tribe. But who are they?

STEP 1: WHO’S YOUR AUDIENCE?

Ensure your messaging, language and tone resonate with your target customers –
whether they are U/HNW consumers, families or the C-suite, in the UK, US, Europe or beyond.

LUXURY BRAND COPYWRITING

Copy for family audiences

COPY FOR FAMILY AUDIENCES

Copy for international architects and designers

COPY FOR PROFESSIONALS

arabic woman audiences 519

COPY FOR INTERNATIONAL AUDIENCES

LUXURY BRAND COPYWRITING

Copy for family audiences

COPY FOR FAMILY AUDIENCES

Copy for international architects and designers

COPY FOR PROFESSIONALS

arabic woman audiences 519

COPY FOR INTERNATIONAL AUDIENCES

CRAFTING TONE OF VOICE GUIDELINES

Is your brand identity adding extra emotion, interest and value to your customers’ experience? If not, get in touch.

I provide strategic tone of voice guidelines and persuasive brand messaging for new or evolving brands. As a highly experienced brand copywriter in Central London, I work closely with brand agencies and directly with clients.

EMAIL

ELEVATE YOUR BRAND’S TONE OF VOICE

WHO ARE YOU?

 

Brand personality doesn’t have to mean cheeky, bolshy or brash. Not every brand is – or should be – swinging from the chandeliers. The voice should be authentic, at ease with itself. Confident, even if it’s soft-spoken.

EMAIL
Copy for heritage luxury brands

COPY FOR ICONIC BRITISH BRAND, ASPREY

botanika villa lustica bay

COPYWRITING FOR LUXURY VILLAS

p66 indigo

COPY FOR PRIME WATERFRONT RESIDENCES

p66 luxury copywriting property south marina

COPYWRITING
FOR THE
SUPERYACHT
LIFESTYLE

Abercrombie & Kent africa

TOV GUIDELINES FOR LUXURY RESORTS

luxury property copywriting

COPY FOR RESORT DEVELOPERS

la-casa-que-canta-519

EDITORIAL & AD COPY FOR LUXURY HOTELS AROUND THE WORLD

luxury copywriter heritage brands asprey

COPY FOR ASPREY HANDBAGS

WHO ARE YOU?

Your voice must match your brand’s values and personality. Quirky may not suit your investment portfolio firm.

WARNING: Not every brand is ‘quirky’. Your copywriter’s desire for fun or self-expression needs to take a backseat to commercial objectives.

A UNIFIED BRAND VOICE

Your brand’s copywriting and messaging benefit from detailed and useful brand and tone of voice guidelines. Starting with a consistent foundation helps everyone in your team become a brand advocate – and guardian.

 

I’ve written comprehensive brand guidelines for international firms, including support for internal teams, using realistic brand language that resonates with the brand’s true values and behaviours. I’ve also included guidelines on the messaging aimed at business partners and at messaging on-the-ground at all customer touchpoints.

CREATIVE & COMPELLING COPY

FREELANCE LUXURY COPYWRITER IN LONDON

 

Agencies and clients benefit from my decades of experience in international copywriting and brand development, across a range of disciplines and target markets.

so you can everything together, making rolling your brand out internally and to the wider world much more effective. You can also trust me as brand guardian to help you keep your  consistent through persuasive messaging and memorable campaigns.

With 20+ years’ experience in branding, marketing, editorial and design, I deliver effective brand messaging and polished campaigns for clients globally. Get professional website copy, print and packaging copy, plus strategic brand copy and tone of voice guidelines. Get in touch.

 

WHAT IS LUXURY?

Luxury means different things to different people – conspicuous extravagance… or understated elegance. Many luxury consumers prioritise the seamless service and ease of a concierge lifestyle. Some seek quality or lasting value. And some are interested in maximum pleasure, right here and now – perhaps a sleek superyacht with all the latest toys.

 

For many UHNWI, the real luxury is time. Time to find meaning in life, time to relax, or time to set off on heart-thumping adventures. For millennial consumers, luxury is highly personalised. They mix and match traditional labels with up-and-coming names to curate their own brand of unique style.

 

Choose a luxury copywriter in London with serious credentials, to help your brand connect with your U/HNW customers.

TALK WITH AN EXPERT LUXURY COPYWRITER

 

Let’s meet in person in Central London (Soho, National Theatre, BFI Bar) or via Zoom, Teams or telephone to discuss your plans and goals for your brand.

EMAIL

LUXURY SECTORS

Choose a luxury copywriter with experience across a broad range of industries.

PROPERTY

Extensive copywriting experience for high-end developers and architects, lighting firms, furniture and interiors brands and property investment firms.

 

Detailed knowledge of placemaking, sustainable construction and luxury interior design.

LUXURY GOODS & LIFESTYLE

Sophisticated copy and comms for distinguished and heritage brands in lifestyle, travel & leisure, beauty, fashion, property, interiors and more.

 

In-depth knowledge about luxury brands expanding into new markets (such as the US or EMEA), and about brands improving their ESG performance with respect to sustainability and ethical practices.

FAMILY-FRIENDLY BRANDS

A professional luxury copywriter with experience writing for family audiences: mums-to-be and families with young children or teenagers.

 

Detailed expertise with pregnancy, childbirth and child psychology, as well as education, tech, fashion, leisure and entertainment.

LUXURY TRAVEL

Extensive travel copywriting expertise, for travel brands, publications, websites, destinations and hotels.

 

Particular expertise in advertising and marketing concepts and campaigns, as well as strategic messaging, brand building and tone of voice guidelines.

SUSTAINABILITY & ESG

Extensive experience with white-label copywriting for sustainability comms agencies, plus direct work with companies on their ESG comms. Get help clarifying your ESG approach and highlighting your successes, on your carbon-reduction journey, sustainable transport or renewable energy. Or broaden your talent pool with comms that appeal to a wider range of potential employees.

 

Specialist knowledge of sustainable building projects, placemaking and luxury home design.