Get a personality!

Do you often struggle to write copy for your business or organisation?

Even though you’re clear on what you want to say, making it sound ‘on brand’ is a whole other ball game.

If you write well, it’s probably usually down to you.

In fact, the brand you’re writing for probably sounds a lot like you. Well done!

Alternatively, it probably sounds a lot like your founder or chief executive.

If you write for a small business – this might not be a problem for a while, until the founder sells up or you or the chief moves on.

Then what?

Whose voice does the business use to ensure consistency?

There might be a tone of voice guide down the back of the sofa that can be dug out and handed on.

These don’t always look the same but in many cases they comprise a list of words that you should use and a list of words that you shouldn’t use. I don’t know about you but as a writer I like using all of the words.

They may even offer some advice. It’s usually something about being friendly but professional and speaking plain English. What a personality to conjure with! The truth is they don’t always give you much of any meaning to go on.

Any of this sounding familiar?

If it does, then it sounds like your business is in need of a personality.

‘But where do I get a personality?’ I hear you say.

Come a little closer and I’ll tell you.

The most important thing to do is understand the core motivation behind your brand’s behaviours.

Is it driven to care for people?

Does it use wisdom to solve their problems?

Does it seek to return them to a more natural state?

Understanding motivation is the key to unlocking your brand’s personality.

It will provide you with a clear sense of who your brand is and the opportunity to step into its shoes, take it for a stroll and begin to write in character.

A well-defined and consistent character can even become a point of distinction for your brand – helping you develop copy and content that stands out in a crowded market.

If you want to hear more about how we work with partners to find their motivation – I’m speaking at North East Expo 2026 or DM me.