Posts by Chris Idle

Most brands talk about “tone of voice”, but tone is only half the equation. The deeper question is: who’s speaking? To create a brand people recognise instinctively, you need a…

arketing has always had two tribes. One worships the product — lists features, diagrams benefits, quantifies superiority. The other focuses on story — how the product lives in someone’s world…

If you read most marketing copy aloud, it sounds like a company showing off in a mirror. “We’re passionate about innovation.” “We’re proud of our people.” “We, we, we.” Fair enough — you built…

If you’ve ever stared at your “About Us” page and thought, “This is duller than a rainy Tuesday in Milton Keynes,” you’re not alone. Most founders treat their own stories as a…

You can tell when a brand has its voice nailed. Every tweet, every footer line, every reply to a disgruntled customer sounds unmistakably them. No committee flavour, no tone confusion.…

Scroll through most company “About” pages and you’ll find a polite résumé: established in 2017, committed to quality, proud team, office dog. Perfectly respectable — and perfectly forgettable. An origin story is the antidote. It’s the…

Testimonials tend to gather dust at the bottom of websites — polite footnotes in quotation marks. “Excellent service.” “Five stars.” “Would recommend.” It’s all sincere, yet mostly invisible. That’s a waste,…

A brand speaks long before a word is read. Colour, shape, typography and rhythm deliver a message that either invites us in or pushes us away. The old saying that…

Some brands don’t need to shout. They simply resonate. They get talked about in cafés and passed along in WhatsApp groups because they feel meaningful. That undefinable quality that turns…