The Terrible Tone of Voice Playbook

A great brand tone of voice can bag you an island. A terrible one is, well, terrible.

You know the type. A pinch of pretentiousness. A dash of irrelevance. A sprinkle of unintelligibility. A tone of voice not so much crafted, as cooked up in the steaming brand cauldron in conference room A.

“How did these people get the tone of voice guidelines so wrong?” you ask yourself. By following the advice in our Terrible Tone of Voice playbook, we imagine.

Yes, we’ve put together all the wisdom you’ll ever need to create a truly abhorrent tone of voice for your copywriters to follow And hopefully, by showing you how to do it wrong – really wrong – you’ll get a few new ideas on how to do tone of voice right.