BRAND VOICE AND LAUNCH

Helping new ventures find their voice.

For founders launching something new: a business, a venture, or an offer big enough to need its own name.

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Sound familiar?

  • “We know what we’re building, but I can’t explain it in a way that makes people want it.”

  • “We’ve got a name and a logo, but nothing that sounds like us.”

  • “Everything we’ve written feels different. The website says one thing, the emails say another.”

  • “We launch in a few months and have nothing ready.”

Why it matters

If you can’t say clearly why the right customer should choose you, everything gets harder: raising money, winning customers, hiring good people. Ads get clicks but don’t convert. Prospects confuse you with competitors.

And now that anyone can produce decent copy in seconds with AI, sounding like everyone else is the default.

How it works

  • 1. Listen and understand

    We start with a call about your business and your customers, and agree how we'll hear from them: reviews, a survey or 10–20 interviews.

  • 2. Diagnose and define

    I look at what your customers say and what your competitors say, find the gap, and define where you stand. You approve it before we go further.

  • 3. Subtract and shape

    I cut it back to what matters and shape your personality, voice and key messages. You review a first pass.

  • 4. Craft and hand over

    I write examples of your voice in action, turn them into practical guidelines, and present them to your team.

Book a call

Then: your launch

With the voice in place, I write your website, emails, brochure and launch copy, all in one voice. This takes another two to four weeks, depending on how much you need.

Your time

You're busy, so I do the heavy lifting. I'll need you most at the start, for a kick-off conversation and an introduction to your customers. After that, it's mainly reviewing drafts.

Somewhere between doing it yourself and hiring an agency

Senior thinking without agency costs. And unlike AI, I'll actually talk to your customers.

Book a call

Selected work

Recent brand voice and launch projects:

See all work

Black and white photo of Julian wearing a suit jacket and dress shirt, standing outdoors, looking to the side.

Hello,

I’m Julian, a strategic copywriter and creative lead with 15+ years’ experience crafting compelling copy and bold ideas rooted in strategic thinking.

⇩

  • "Julian is a fantastic thinker and accomplished copywriter who interrogates every brief and uses strategic creativity to solve business problems. He is also a great addition to any team on a personal level, with an infectious, positive energy and assured, senior presence."

    Nick Ford-Young, Co-CEO, Boldspace | B Corp

  • "We were looking for a copywriter who understood content strategy and the tone required to write B2B copy but also engaging and fun to match the brand voice. Julian more than delivered. I wholeheartedly recommend Julian to anyone looking for a skilled copywriter."

    Jasmin Hopp, as part of Adecco UK on a project for Google UK

  • "The whole team has nothing but praise for his craft, speed and insight. We work with Julian whenever we can."

    Jane Wooley, SMP

  • "Julian joined an existing project and took no time to get up to speed. He is also great to work with, which is invaluable under tight deadlines."

    Alexandra Sturdza, Sustainability Consultant, Radley Yeldar

Questions

An artistic illustration of a human heart combined with green leaves, white and purple flowers, and berries, set against a light background with abstract colored shapes.

  • Positioning is where you stand: who you're up against and why the right customer picks you. Messaging is what you say to get that across. Brand voice is how you say it, the personality in your words. You need all three, in that order.

  • AI is good at producing words. It can't talk to your customers, notice the phrase they keep using, or work out what makes you different. Your voice guidelines will work with AI tools too, so whatever your team writes stays on-brand.

  • Most of it is at the start: a kick-off conversation and access to customers, reviews or survey results. After that, you'll approve the positioning, review drafts and join a final session where I present the guidelines to your team. I do the rest.

  • Usually, yes. The brand voice takes two to four weeks, and the launch copy another two to four, depending on how much you need. The earlier we talk, the more room there is to do it properly.

  • Yes. If you have customers, I'll use reviews such as Trustpilot, surveys and interviews. If you're new, I'll speak to 10–20 people who match your ideal customer.

  • Brand voice guidelines with plenty of example key messages, presented to your team. Then, if you need it, the launch copy itself: website, emails, brochure and announcements. It's shaped around your launch, so no two projects are quite the same.

  • Yes. Some clients take the guidelines and write the rest in-house. Others already have a clear voice and just need the launch copy written. And some do both, one after the other.

  • Every project is different, depending on how much customer research we do and how many launch assets you need. Book a free 30-minute call and I'll give you a clear quote.