We’ve all read a brand book with a one-page tone of voice that tells you to be ‘human’ and that’s that.

*Facepalm*
 

The catch is: humans don’t actually sound the same. In fact, sounding different and being individual is precisely what makes us human. And it’s what keeps copywriters and tone-of-voicers in a job. 

When we helped Bumble UK find its voice, we took on the role of the British girl’s best friend. The kind of person that keeps your confidence up with messages like “you’ve got it today!”. There’s joy that comes from making the first move, and she wants you to experience it for yourself. 

For healthy meal delivery service Mindful Chef, we shook off the worthy image and turned up the Whitney Houston. Mindful Chef became the friend who won’t reprimand you for Saturday’s sins, but makes the days when you’re “being good” feel joyful.  

In our fourth (and final) event in our series with Courier, our writer Rae Boocock shares why it’s good practice to write like a human, why it’s GREAT practice to write like an individual and how to put brand personality into words.