brand voice, positioning & messaging strategy
You can’t build brand value on visuals alone.
Voice is the bridge between you and your audience’s experience.
Most brands settle for plain and polite.
The smart ones push for personality, distinction and resonance.
Whether you're selling something boringly digital, lavishly physical, outrageously theatrical or frankly hypothetical, you have a unique voice.
This is where your brand starts to make sense and fit into the world.
The Brand Voicebox.
This is the blueprint, the playbook, the verbal backbone your brand’s been missing.
Custom built from the inside out, your content, your world, and what you’re here to do.
I’m not picking three adjectives and hoping for the best. I dig into your DNA, your value, your edge, your not-so-obvious magic. I’ll bottle up your brand’s essence and shape it into a voice, story and messaging system that’s addicting to read, branded to the bone and commercially effective.
Use it to scale your voice, sell your story, brief writers or agencies, train your team, align stakeholders, train AI on your voice, and sleep better at night.
You’ll walk away with:
A voice people want to read
Messaging guidelines that align your team without micromanaging
Copy that’s unmistakably yours, and scales without losing flavour
A tone of voice designed to work with AI, not sound like it.
Clear understanding of your positioning, the value of your voice, and how you sound, across everything
Valuable auditing with competitor & audience research on your brand
Fun memories of having a good laugh with me
Here’s how we do it.
Brand Voice Discovery & Research
Before we define what you sound like, let’s understand why anyone should listen.
This is the deep-dive phase where I audit how your brand currently communicates, and decode what’s working, what’s off, and what’s missing. I also analyse the world your brand lives in, how your competitors sound, what your audience responds to, and where there’s space for your voice to stand out.
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I’ll dig into your existing words, across platforms, channels, decks, bios, bots, to find what’s landing, what’s limp, and what’s doing unintentional brand damage. A clear-eyed look at how you actually sound.
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I’ll scan the soundscape: who’s shouting, who’s whispering, and who’s beige-ing their way into oblivion. Then I can carve out the tonal space your brand can truly own. Distinct, desirable, and unmistakably you.
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I chat with the people who live closest to your brand, founders, team members, partners, the ones who’ve seen the good, the bad, and the off-brand. These are strategic conversations that surface the gold (and the gaps) so we can shape a voice everyone believes in, and actually uses.
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I analyse how your audience thinks, speaks, scrolls, and makes decisions, so your voice connects. It’s an empathy-driven strategy, grounded in real behaviour, not just assumptions.
It’s psycholinguistics with taste, helping you speak human without dumbing it down.
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I'll identify the character your brand plays in the minds of your audience. Archetypes, emotional tone, narrative role, all that good stuff that gets people invested. Not just for vibes, but to make sure your voice moves with intention.
Verbal Identity & Messaging Strategy
Before you say anything, let’s make sure it means something.
This is the strategy phase where I translate your positioning into sharp, usable messaging. I’ll clarify your brand’s point of view, distil your values into core statements, and build the verbal system that keeps your tone consistent across platforms, formats, and teams.
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Defines what you do, who it’s for, and why it matters. Clarifies your market position and makes sure your messaging is anchored in differentiation.
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Establishes the statements you want to be known for, your perspectives, principles, and repeated truths. These give your voice substance and direction.
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Clarifies what you stand against, and outlines how your brand sees the world. Used to build emotional alignment and sharpen your message.
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Outlines the 3–5 themes your brand will speak on consistently. A practical tool for planning, writing, and maintaining a cohesive presence.
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Captures the stories that bring your brand to life. Useful across bios, pitches, intros, and long-form brand storytelling.
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Defines your tone of voice traits, tonal sliders, and emotional modulation rules, then maps how those flex across web, social, email, and decks. Helps keep your voice consistent across formats without sounding copy/paste.
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Outlines how your language sounds structurally, pacing, sentence patterns, and rhetorical tools that shape the brand’s natural rhythm.
Language Toolkit & Execution
Your brand just found its voice. Time to use it.
This is the execution phase where strategy turns into usable tools. I’ll build out your brand’s signature language, write examples you can plug straight into real platforms, and create frameworks your team can use without second-guessing. No overthinking, no tone drift, no wasted words.
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The full reference point, tone-approved words, phrases, CTAs. Everything lives here.
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House rules for punctuation, emoji use, formatting, and executional tone, so your writing sounds right, down to the details.
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Reusable lines and language patterns that make your brand instantly recognisable.
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What not to say, keeps the brand distinct and avoids tone drift.
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The go-to formats for turning your brand’s ideas, beliefs, and backstory into scroll-stopping, pitch-winning, memory-sticking narratives.
Gives teams a repeatable narrative structure, so storytelling isn’t dependent on talent, guesswork.
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Ready-made templates for writing your key brand assets like website pages, pitch decks, and emails, with the right tone, structure, and messaging built in.
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High-impact lines designed to grab attention and drive action.
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Examples of the voice in action in short-form formats for immediate use.
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A set of plug-and-play prompts that train tools like ChatGPT to write in your tone, with your rhythm, phrasing, and point of view. No cringe. No confusion. Maybe a few Em dashes.
The AI prompts aren’t meant to do the thinking for you.
They’re designed to make sure that when you do use AI, it doesn’t wander off-brand or flatten your tone. I can help you with the guardrails to help AI stay in your voice, not overwrite it.
Without a clear voice, people will make their own assumptions.
Ready to use your voice properly?
Tell me what you’re building, what’s not landing, and where your brand voice could use a little less chaos and a lot more character. I’ll be in touch to book a free, zero-pressure call where we’ll figure out if we’re a match and if I can help you write it right.
Prefer to reach out directly? Email me at hello@mad-lines.com.
Bonus points for strong subject lines.