A #ProCopyChat on Twitter

The ProCopywriters’ Network interviewed me on Twitter, asking about brand personality, tone of voice and content strategy. Here’s what we talked about during our #ProCopyChat: Let’s start with you telling us a bit more about yourself. What’s your writing background? Well, I’m a Brand Language Consultant. I help all sorts of different organisations change howContinue reading “A #ProCopyChat on Twitter”

So why do we need tone of voice anyway?

Well, you can answer that in three words: Dick Van Dyke If you’re not British, you probably know him as a tremendously versatile actor and light entertainer who’s still hoofing it up in his 90s. But if you are a Brit, when you hear his name you’ll probably mutter something like ‘Gorblimey Mary Poppins’ inContinue reading “So why do we need tone of voice anyway?”

How dark archetypes can help you fix your brand

People often use archetypes when they’re talking about brand personality or pinning down a tone of voice. They can be very helpful indeed – but, like everything, they have a dark side. Every heroic brand archetype is balanced by its villainous opposite. Those dark archetypes are just as useful when you’re thinking about your brand.Continue reading “How dark archetypes can help you fix your brand”

There’s no such thing as a mistake

At the start of jazz great Herbie Hancock’s autobiography, he describes a mid-60s gig with Miles Davis at a Stockholm concert hall. The band’s playing hard, the audience are going wild, the atmosphere’s electric, Miles is about to unleash a devastating solo, when: ‘I play a chord that is just so wrong. I don’t evenContinue reading “There’s no such thing as a mistake”

Writing speech for brands

It struck me just now that the best way of writing for brands is to see your words as speech, not prose. That came out of thinking about the difference between writing for brands and writing fiction. I’ve always separated them by saying that, when I write for a brand, I’m trying to sound likeContinue reading “Writing speech for brands”