Associated Services:

Brand Voice & Tone

What is Brand Voice & Tone?

Brand Voice and Tone defines how an organisation speaks, across every channel and context. This service establishes a clear, shared voice and practical tonal guidance so communication feels consistent, credible, and recognisably yours, without becoming rigid or scripted.

At Fable&Co., we help organisations articulate the way they speak. Our work begins with understanding the values, behaviours and beliefs that define your brand’s personality. From there, we translate those traits into a structured set of voice and tone principles, providing teams with the guidance and examples needed to communicate naturally and with purpose.

We’ve shaped distinctive voices for organisations such as Zodia Custody, INCO Broking and Tion Renewables, where credibility, warmth and clarity had to coexist. For Zodia, that meant finding a balance between institutional trust and fintech innovation. With INCO, it involved crafting a tone that sounded expert yet human, and our work with Tion, was about communicating optimism and progress without losing precision.

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Across professional and creative sectors alike, we’ve also helped brands like Kindleworth, Reef + Partners and Wordstone express confidence and empathy in equal measure. The result in each case was not a voice that sounded “written,” but one that felt a lived reflection of the people behind the brand.

Our approach is collaborative and practical. We work closely with your teams to define how tone flexes across different contexts: from formal presentations and digital campaigns to internal updates and thought leadership. The outcome is guidance that inspires consistency without uniformity, allowing each communicator to sound aligned yet individual.

A well-defined voice builds more than recognition; it builds trust. It allows audiences to know what to expect and helps organisations speak with confidence, especially in moments of change. When tone is crafted with intention, it becomes the connective tissue between message and meaning. A voice that not only represents your brand but truly belongs to it.

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Who This Service is For

This service is for organisations that need consistency across teams, platforms, or moments of change. It is particularly valuable for brands in complex, regulated, or trust-led sectors where clarity, authority, and human tone must coexist.

Frequently Asked Questions

What is Brand Voice and Tone?

Brand voice defines how your organisation speaks it is the personality and rhythm that shape how people experience your brand through language. Tone adapts that voice to context, ensuring your communication feels consistent yet appropriately nuanced across audiences and situations.

Why does Brand Voice matter?

A clear, distinctive voice makes your brand instantly recognisable and emotionally resonant. It builds trust and familiarity over time, helping audiences connect not just with what you say, but how you say it. In crowded markets, tone of voice is often what turns recognition into preference.

How does Fable&Co. define a Brand Voice?

We begin by understanding your purpose, culture, and audience expectations. Through workshops, interviews, and linguistic analysis, we identify the traits that best reflect your brand’s personality. From there, we translate those traits into practical principles such as vocabulary, sentence rhythm, and tonal shifts across contexts.

What deliverables can we expect from a Voice & Tone project?

Clients receive a comprehensive voice and tone guide outlining personality attributes, language principles, tonal examples, and application guidance for different scenarios ranging from website copy and social media to internal communication. The document becomes a practical reference for anyone writing on behalf of your brand. Key to this is a robust set of guidelines that you can share with AI LLMs, to ensure that your AI generated content is on brand.

How do you make sure the voice feels authentic to us?

We shape the voice from within your organisation, not outside it. Every recommendation is based on how your teams already communicate and how your audiences naturally engage. The result is a voice that feels true to your culture, not imposed.

What kinds of brands benefit most from this work?

Voice and tone definition is particularly valuable for organisations seeking to strengthen differentiation, modernise communication, or bring new clarity to complex services. We’ve helped brands across professional services, finance, and sustainability express themselves with confidence, empathy, and distinction.