Tone of Voice in Copywriting for Brands

A course by Paul Anglin
Copywriter and Creative Director. Madrid, Spain.
Joined February 2015
, Copywriter and Creative Director

Discover your unique brand voice by exploring copywriting principles and creating a style guide to keep your tone consistent across all mediums

  • 100% positive reviews (1)
  • 250 students
  • Audio: English
  • English, Spanish, Portuguese, German, French, Italian, Polish, Dutch

Discover your unique brand voice by exploring copywriting principles and creating a style guide to keep your tone consistent across all mediums



  • 100% positive reviews (1)
  • 250 students
  • 13 lessons (2h 41m)
  • 20 additional resources (8 files)
  • Online and at your own pace
  • Available on the app
  • Audio: English
  • English, Spanish, Portuguese, German, French, Italian, Polish, Dutch
  • Level: Beginner
  • Unlimited access forever

“When we speak, when we write, the words we choose say a lot about us—and they can make a difference.”

Senior copywriter Paul Anglin has a wealth of experience in carefully selecting the right words for all kinds of different contexts, having founded his own copywriting studio and worked with brands including Nike and Microsoft.

In this course, he teaches you how to develop a consistent tone of voice for your brand or project. Put together an authentic TOV guide for your brand from start to finish and learn to communicate with personality. Discover your brand’s unique voice–it’s all in the tone.

This is Paul’s second Domestika course. In his first Copywriting for Social Media, he teaches you how to capture your audience’s attention with words on social media.

What will you learn in this online course?

Course table of contents

  • U1
    U1. Introduction
  • U2
    U2. Understanding the Basics of Tone of Voice
  • U3
    U3. Developing Your Own Tone of Voice
  • U4
    U4. Is Tone of Voice Fixed?
  • FP
    FP Final project
View details

Begin the course by getting to know senior copywriter Paul Anglin. Discover the creative career that has led him to work for international brands, along with the influences that inspire the work he creates.

Explore what tone of voice means. Look at why it’s something all brands need to take into consideration, using examples of well-known companies as a guide. Paul then talks through what you can expect from the course.

Begin developing your tone of voice, starting with who you are and your brand values. See how they impact your style of writing before defining your audience. Discover different tools for representing your tone of voice. Then look at the important things to consider when establishing one, from word choice to punctuation and grammar.

Learn how to adapt your tone of voice based on the subject you’re writing about. To finish the course, Paul shows you how to transform your brand voice guide into an easy-to-understand typographic poster.

What is this course's project?

Develop a tone of voice brand book based on your company’s values, which is designed to keep your communication consistent across channels.

Who is this online course for?

This course is for anyone with an interest in writing compelling and consistent copy for brands.

Requirements and materials

Previous knowledge of copywriting would be beneficial.

In terms of materials, you need access to a computer with a word processor and editing software like Photoshop installed.


Reviews

250 Students
1 Reviews
100% Positive ratings

Paul Anglin

A course by Paul Anglin

Teacher Plus
Copywriter and Creative Director

Paul Anglin is a senior copywriter and tone of voice consultant with over twenty years of experience based in Madrid, Spain. Since 2016, he has run his own studio, Craft Copywriting, where he works alongside his team writing for brands such as Nike, Apple, Microsoft, and Dunlop Sports.

He creates copy for digital media, app development, mobile, and print formats for agencies and brands in both London and Madrid. He also teaches copywriting for Master’s students at Madrid’s IE University.


Content

  • U1

    Introduction

    • About Me
    • Influences
  • U2

    Understanding the Basics of Tone of Voice

    • What Is Tone of Voice?
    • Why Do Brands Need It? 1
    • Why Do Brands Need It? 2
    • What Are You Creating?
  • U3

    Developing Your Own Tone of Voice

    • Who Are You?
    • Who Are You Talking To?
    • Persona, Brand Identity, and Philosophy
    • How Does That Sound?
    • Tools at Your Disposal
  • U4

    Is Tone of Voice Fixed?

    • Modulate Your Tone of Voice
    • Typographic Poster: Short Version of the Guide
  • FP

    Final project

    • Tone of Voice in Copywriting for Brands

What to expect from a Domestika course

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    Learn valuable methods and techniques explained by top experts in the creative sector.

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  • Get front-row seats

    Videos of the highest quality, so you don't miss a single detail. With unlimited access, you can watch them as many times as you need to perfect your technique.

  • Share knowledge and ideas

    Ask questions, request feedback, or offer solutions. Share your learning experience with other students in the community who are as passionate about creativity as you are.

  • Connect with a global creative community

    The community is home to millions of people from around the world who are curious and passionate about exploring and expressing their creativity.

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FAQs

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The courses are divided into different units. Each one includes lessons, informational text, tasks, and practice exercises to help you carry out your project step by step, with additional complementary resources and downloads. You'll also have access to an exclusive forum where you can interact with the teacher and with other students, as well as share your work and your course project, creating a community around the course.

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If you're a Plus or PRO member, or a student of a Mentored course, when you complete a course you'll instantly get your personalized certificate. You can see all your certificates in the Certificates section of your profile. You can download your certificates as PDFs and share the link online. Learn more about certificates
Tone of Voice in Copywriting for Brands. Marketing, Business, and Writing course by Paul Anglin

Tone of Voice in Copywriting for Brands

A course by Paul Anglin
Copywriter and Creative Director. Madrid, Spain.
Joined February 2015
  • 100% positive reviews (1)
  • 250 students