It’s about what you say and how you say it.

Our choice of words and language convey so many things about us as a person; our character traits, our views, our beliefs and our comprehension of others. They tell our story.

This is the same for brands. The best and most iconic brands are not just born; they are made, crafted and presented to us in a way that makes them ‘them’ – a personality that we recognise, appreciate and admire.

In copywriting terms, this crucially involves a set, reliable and distinguished tone-of-voice, encompassing not only the words you choose to use, but their order, rhythm and pace. A brand’s tone-of-voice complements the overall design, art direction and strategy, plus is used across all written communications; including advertising, websites, social media and emails.

A great tone-of-voice ensures that brands become distinctive in the marketplace, builds trust, influences and persuades, as well as conveys a brand story that resonates with the target audience on an emotional level.

Here are some of my go-to brands for tone-of-voice perfection:

  • Innocent

The ‘this list would not be complete without it’ one.

Innocent advert


  • Ted Baker

Traditional with a twist; a Ted twist.

Ted Baker



  • Lurpak

Prepare for a kitchen adventure.



  • Philosophy

Hope in a jar: clean, elegant, refined.



  • Paperchase

Pushing the envelope.



Discover more about the science and art behind a brand’s tone-of-voice with this comprehensive ‘how to’ guide provided by Distilled.