Rethinking Ronseal‘s tone of voice & content strategy
Ronseal wanted to take a good, hard look at how they used words. Working with Afia, I helped them understand how their brand personality had changed over the last twenty years. Then I created a new tone of voice for them, bedding it in with two day training sessions for them and their agencies. Along the way I helped them develop a more efficient content development and sign-off process. Now they’ve rewritten all of their B2C and B2B content, because they know exactly what it should say on the tin.
Creating Twinings‘ tea naming & descriptor strategy
Brand writing experts Afia brought me in to help Twinings create a content strategy for the front of their packs. I looked at how the big brands talk about their teas, interrogated Twinings’ own approach to writing, designed and ran an exploratory workshop then created a naming and descriptor writing guide for them. It’s packed with practical advice and creative examples to help Twinings people across the world write uniquely enticing, alluring pack copy.
A new brand personality for Tilt
I’ve been helping Brighton digital mavens Tilt work out how to tell the world the story of who they are and what they do. It’s been fascinating pinning down the brand personality of such a diversely skilled and talented group of people – and it’s helped them sharpen up their sales process and make clearer decisions about who they work with.
A coaching session at 26
I ran a Trade Secrets Masterclass for London pro writers organisation 26, sharing how I use stories to help with everything from understanding brands and solving strategic problems to managing challenging clients. It was a very productive coaching session – I helped the attendees see narrative in a different light, and I learned a lot from them too.
Creating a brand personality for an IT giant
Another Afia job – I ran workshops in Dusseldorf, Paris and London, and interviewed people across Europe, to help an IT infrastructure provider understand its different national personalities and pin down the core values they all share. All the conversations came together in the creation of a single, universal brand personality that’s inspiring the whole company to work together as one.
A breakout session for Crisis Action
Conflict resolution charity Crisis Action asked me to put together a short, sharp better writing session for forty people at their annual conference. They were the single most international group I’ve ever worked with. It was fascinating helping them think through their different writing styles and understand which ones can work for them all.
Copywriting for a major new charity
One of our big heritage organisations has just stepped out of government control to become a charity. Working through Afia, I wrote the strategy guide that explains their new status and approach to their staff, their volunteers and their donors. I followed that up by drafting their first ever annual report.
Coaching, training & copywriting for Vodafone UK
I spent over a year working with Vodafone UK for Afia. After helping define their new tone of voice, I ran an extended programme of day-long training sessions for their agencies and several hundred of their staff. There was a fair bit of onsite coaching too, and a lot of editing, copywriting and general word-related trouble-shooting.
Rebranding & rewriting the Tallow Chandlers
The Tallow Chandlers are one of the Livery Companies of the City of London. They’ve been part of its fabric for at least five hundred and fifty years. I helped them create a new brand personality and tone of voice that makes their rich history and wide-ranging charitable activities directly relevant to people today. Then I brought it all to life by copywriting their new website.
Content strategy, copywriting and training for L&G
Legal & General wanted to bring more focus to their key features documents. Afia asked me to help them rethink and redesign their copywriting process. We rebuilt every stage, from first briefing through document planning and writing to editing and final sign off. And I supported their new content strategy with ongoing better writing and tone of voice workshops.
Event strategy for Accenture Ireland
I travelled to Dublin to interview various senior Accenture Ireland people in the run up to a day-long, company-wide strategy event, helping them pull their speeches into shape. Then I worked on the event itself, pinning down its personality and giving its content a clear strategic focus.
Copywriting a brand drama about Sir Horace Walpole
The newly refurbished Strawberry Hill House needed a guide as quirkily splendid as it is. I dug into its history, adopted the voice of Sir Horace Walpole (inventor of the Gothic and builder of the house) and wrote the audioguide as a forty five minute brand drama, centred on the man, his achievement and his eccentricities.
Copywriting & editing for Mastercard and others
I had a quick blast of very speedy jobs, copywriting, rewriting and editing everything from a series of radio ads to an entire book for all sorts of different people. Favourites included a deeply informative British Heart Foundation presentation, a very technical piece for the European Investment Bank, several new business proposals for Mastercard, EY’s brand story and an entire book for drug campaigners Transform.
And that’s that – for now…
Now you know what I’ve been up to lately, you can explore some free better writing and brand storytelling resources, see what I’ve been thinking about on my blog or find out how to have a chat with me.