A radically simple way to help you define a brand’s tone of voice.

Helping a brand find their tone of voice can be tricky – even for experienced copywriters and brand folk. You know the right voice is ‘out there’, but the process can often feel haphazard, and clients can find it hard to articulate precisely what they’re after. It’s why so many brands end up defaulting to the same old voices: funny (‘like Innocent Drinks’), or a generically ‘friendly’ niceness. Now there’s a better way to approach it all.

At last – a practical way to think about tone of voice that’s simple yet sophisticated. Use it now.

Robert Jones,
Author of The Big Idea, strategist at Wolff Olins,
and founding professor of UEA’s brand leadership MA.

More distinctiveness. More clarity.
VOICEBOX changes everything. First, you’ll get to know the 11 Primary Voices – the fundamental styles or ‘archetypes’ that underpin all great brand writing. This gives you a completely new way of seeing what options are available to you. (And clients love the clarity of seeing where they ‘fit’.)

Simple, practical tools to use
VOICEBOX is full of creative exercises and tools – including the tone of voice tarot cards – and dozens of real examples from some of the world’s best brands, to help you work out which of the 11 Primary Voices best suit your client.

Create truly unique voices
You’ll also learn how to blend the 11 Primary Voices together, and add a ‘magic touch’ to create genuinely unique voices for the brands you’re working with – no matter whether they’re small, fun start-ups, or established corporate organisations.

Powerful. Playful. And in a lovely box.
VOICEBOX has been designed to be simple and fun to use. It comes in a box, like a game. There are cards to play with, creative exercises to do, handouts to share, and tons of real examples from the world’s best brands.

Run brilliant workshops
VOICEBOX also gives you loads of guidance on how to use the tools and exercises to run workshops with your clients that are focussed, fun and super useful. (As soon as people see the Primary Voices, they ‘get’ it.)

Powered by a decade of insight and detail
VOICEBOX is based on a decade of helping brands of all sizes – from global corporations to shoe-string start-ups – find their voice and speak to the world. The kit has also been fully road-tested by an army of copywriters and clients, with their thoughts and suggestions making this version of VOICEBOX even more effective and easier to use.

We’ve been helping brands find a voice for more than ten years. I never expected to be buying products to help us, but Voicebox has been worth every penny.

Thomas Heath,
Brand strategist


What you get in the box:

Three handbooks
These take you step-by-step through the process of planning a tone of voice project, using the creative tools for finding a voice, and then bringing that voice to life.


99 tone of voice tarot cards
The cards help you work out which of the Primary Voices are right for the brand you’re working with. You can shuffle them, group them, order them – anything you like. Then turn them over, and they’ll nudge you in the direction of the right Primary Voices for you. They’ve been described as ‘a facilitator’s dream’. They always kick-start really useful conversations in workshops, and clients love playing around with them.

The 11 Primary Voices
These are the heart of VOICEBOX. You get a set of 11 ‘placards’ printed on thick, high-quality ‘placards’ (OK, they’re just big cards), with a description of each voice written in that voice. They’re perfect for putting up on a workshop wall, or passing round in a group discussion.

 Powered by the 11 Primary Voices

The Formalizer
This is a super-handy little guide that helps you work out where your brand’s voice lies on the formal-to-informal scale.

Dozens real life examples from the world’s best brands
We’ve spent months gathering the very best – and freshest – examples of brands with great tones of voice, from UK, Europe and the USA. Each one comes with notes and analysis pointing out what’s going on, and which of the Primary Voices it uses. (Each is one a separate sheet, to make them easy to share and shuffle around – and so we can send you new examples for your pack in the future!).

And tons of creative exercises
There are creative exercises to help you bring to life each of the 11 Primary Voices – including full instructions for how to run them with a group, and how to use what you find out.


What others are saying

The tone of voice tarot cards are a facilitator’s dream… we’ve used them in language workshops, brand workshops and strategy sessions. They’ve become an essential tool in the way we help clients.’
Gilmar Wendt. Founder of GW+Co.

On its first outing, Voicebox helped us win a big web project. Our client was really impressed by the speed and depth of our response, so it’s already paid for itself many times over.
Matt Turner, Writers Copywriting.

A lot of people talk brand tone of voice. Few do much about it. Because it’s difficult. Voicebox makes it easy. It codifies the process, creates the right conversations and quickly elicits clarity and consistency. The heart of truly effective copywriting.
Martin Williams, UK Copywriting.

Ironically, I’m lost for words about how good Voicebox is. I couldn’t believe the clarity and focus it brought to our business. I can see it being invaluable for any company.
Ben Hampson. BJ Hampson Copywriting.


Two ways to get your hands on Voicebox

Just Voicebox.
£599 + VAT.
Get Voicebox in the post within 48 hours and get stuck in.
Buy Now

Voicebox, plus 2 x Skype masterclasses with Nick, the creator of Voicebox.
£1495 + VAT
Masterclass one: Nick explains how he’s used Voicebox with a range of different clients, and shares tips and techniques for becoming a Voicebox super-user.
Masterclass two: Support when you plan and deliver your first Voicebox session with a client.
Buy Now

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