

Why tone of voice should be about the brand - not just writing well
Also known as ‘Warm and friendly’, ‘Approachable’ or ‘Personable’. Guidelines with this brand value encourage you to use accessible, non-cor


The secret to building trust in brands
What is trust? Trust is a feeling that crystallizes into a belief. It’s deeper than an opinion – and more complex. For brands, it’s far hard


Going beyond chatty copy
Like an off duty barmaid on her fourth glass of white wine, brands are getting friendlier and friendlier. These days, you can’t skim read an