It's Grand National weekend again, which means it's time for us to use some ever-so-slightly spurious behavioural science to help you choose a horse that's been underrated by the bookies.
Time to redefine your brand voice?
When I started as a bright-eyed, bushy-tailed business writer, my tone of voice projects felt different from how they feel today. Back then, it was often about proving that almost everyone prefers natural writing to formality, or explaining there wasn’t really that much of a distinction between[...]
What's a tone of voice, and why do you need one?
A tone of voice is a way of communicating that’s unique to your brand. Think of Innocent’s friendliness, First Direct’s straightforwardness and Virgin’s naughtiness. The idea is that by using the tone of voice consistently, from TV ads to Ts & Cs, people always get the same impression of who you[...]
The golden rule for choosing a business name
If you’ve ever Googled around for naming advice, you’ll have seen all the usual tips like ‘don’t choose a name that’s hard to pronounce’ and ‘make sure the domain name’s available’. Those are fine, and you should absolutely follow them, but they won’t really help you decide your company name.