CONTACT US
If you would like to find out more about our toolkit, who it has already worked for, and how we can use it to set your brand free, please get in touch.
Verbal Identity
Your brand's tone of voice and how to flex it
Most organisations build a verbal identity by choosing broad adjectives to live up to ("confident," "approachable," "bold"), only to find each one is wide open to interpretation. The result is a guideline that neither corrals writers toward one voice nor inspires great work.
Here's the principle to live by instead: start with the writing that shows the brand at its best, or create it from scratch. Then codify it. Never the other way around.
In this Foundation for Freedom, we share our tools for creating a verbal identityt: defining a brand's voice at its best, then turning it into practical techniques anyone can use - from those who write the content to those who sign it off.
Manage Cookie Preferences
Essential Cookies
Always activeThese cookies are essential for the website to function properly and cannot be turned off. They include cookies required for basic security, network management, and accessibility. These cookies do not store information that directly identifies you.
Some embedded features, such as Vimeo videos, may also rely on essential cookies for security and playback. See the “Video” section for more details.
| Cookie Name | Purpose | Expires |
|---|---|---|
| cookieConsent | This cookie is set when you save your cookie preferences. It prevents the cookie banner from appearing again. | 1 year |
| cookiesAnalytics | This cookie is set when you choose your preferences for analytics cookies. | 1 year |
Analytics Cookies
Analytical cookies help us understand how visitors interact with our website. We use Google Analytics to collect information like page views, time spent on site, and user paths. This data helps us improve site performance and user experience. All information is anonymised and cannot be used to identify you.
| Cookie Name | Purpose | Expires |
|---|---|---|
| _ga | Google Analytics cookie used to distinguish users | 2 years |
| _ga_* | Google Analytics cookie used to persist session state | 2 years |
Video Cookies
Always activeWe use Vimeo to embed videos on our site. When a video is loaded, Vimeo sets cookies that are necessary for secure playback and to prevent abuse (like bot traffic). These are considered essential for the video to work properly. We also use a setting (dnt=1) that disables Vimeo’s own analytics and tracking features.
If you visit a page containing a Vimeo video and you are logged in to your Vimeo account or if you’ve visited the Vimeo website before ourwebsite, Vimeo may use cookies to keep you logged in, for analytics and advertising purposes, and collect data linked to your Vimeo account which we cannot control.
For more details, please see Vimeo’s cookie policy.