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TONE UP

TONE UP

The go-to course for building stand out brands and verbal identities. Go from cookie-cutter to strategically sharp tone of voice that tells stories, sell products, and set your business apart.

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in good company

Your creative playground

In the world of branding, language isn’t just about information. It's how you make meaning. Words guide. They stir emotion. They tell stories. They shape the entire experience of your brand.

Words can either build trust, or break it. Create connection, or indifference. Inspire action, or dilute your message. Your brand’s language – and tone of voice – is your leverage.

Join the lab

Join the lab

master the 4 key tenets of brand tone of voice

Understanding

Understanding

Get under the skin of brand tone of voice – what it is, why it matters, and how to shape one that's true to your business and personality. Learn how to use voice as a strategic tool, not an afterthought and create a voice that leads – not gets buried in a Google Doc.

consistency

Discover how to scale your voice and keep it in check across every touchpoint – from your homepage to your DMs. Build trust through consistency and create a voice people will instantly recognise – and never mistake for anyone else’s.

variety

Master the art of adding colour and depth – without losing focus. Learn how to flex your voice without breaking it so it feels expressive, layered, and alive. Ditch generic archetypes and craft brand voices that cut through.

technique

Turn vague, generic language into messages that instantly resonate. No fluff, just practical tools, voice-building tactics, and hundreds of examples you’ll return to again and again.

who's it for

Whatever your role – brand strategist, designer, copywriter or founder –language is your brand's secret weapon.

Strategists

You already know brand voice is a strategic tool. This course gives you the language, structure, and confidence to shape voices that guide, sell, and move brands forward.

Designers

Great visuals are only half the story. When you understand voice, you can create more cohesive, expressive brands. Learn to work with words – not just around them.

Copywriters

Whether you’re writing bold billboards or bite-sized captions, this course will sharpen your instinct for tone, rhythm, and intention. Less guesswork, more impact.

lab results

  • "You know, I have done other copywriting and brand courses before. Very good ones, with excellent tutors. But I have to tell you, your's is by far the best! I just think it is another level. The clarity, the precision...I am completely hooked and I don't want to miss anything!"

    Betina Cunado

    @betinacunadoconsulting

  • "This course gave me practical tools to develop and articulate consistent messaging for my clients. The exercises are immediately applicable and in fact I was able to use some of the tips immediately."

    Claire Cunningham

    @wordcraftclair

  • "I absolutely loved this tone of voice course. The lessons all built on one another in a clever way and the information shared was really practical and digestible."

    Orlaith

    @odand_co

  • "Sarah’s course on brand voice is a game-changer. She shows you how to calibrate your voice and shares powerful insights you can apply to your brand or your clients’. Worth every second."

    Alex R

    @moonstudiodesigns

  • "Tone Up is an incredible course. As a brand strategist, I’ve always found it challenging to not only define voice but to communicate it in a way that clients can actually use. Sarah’s approach completely opened that door for me. Following along with her depth of teaching and clear examples gave me a new way to explain brand voice that makes it stick. I feel better equipped and more confident, and it’s already making my job easier!."

    Kevin Mullins

    @heybrandguy

  • "Sarah's course was amazing, I found it very enlightening and it really helped me improve my consultancy methodologies. I have been helping clients create new or empower existing brands that meet their vision. By digging deeper into tone of voice, I managed to create a stronger deliverable which really embodies a brand philosophy and DNA. I would recommend this course for everyone who wants to take their brand voice to the next level."

    Mateo Velasquez

    @mateovelasquez.co

  • Betina Cunado

    @betinacunadoconsulting

  • "You know, I have done other copywriting and brand courses before. Very good ones, with excellent tutors. But I have to tell you, your's is by far the best! I just think it is another level. The clarity, the precision...I am completely hooked and I don't want to miss anything!"

    Betina Cunado

    @betinacunadoconsulting

  • "This course gave me practical tools to develop and articulate consistent messaging for my clients. The exercises are immediately applicable and in fact I was able to use some of the tips immediately."

    Claire Cunningham

    @wordcraftclair

  • "I absolutely loved this tone of voice course. The lessons all built on one another in a clever way and the information shared was really practical and digestible."

    Orlaith

    @odand_co

  • "Sarah’s course on brand voice is a game-changer. She shows you how to calibrate your voice and shares powerful insights you can apply to your brand or your clients’. Worth every second."

    Alex R

    @moonstudiodesigns

  • "Tone Up is an incredible course. As a brand strategist, I’ve always found it challenging to not only define voice but to communicate it in a way that clients can actually use. Sarah’s approach completely opened that door for me. Following along with her depth of teaching and clear examples gave me a new way to explain brand voice that makes it stick. I feel better equipped and more confident, and it’s already making my job easier!."

    Kevin Mullins

    @heybrandguy

  • "Sarah's course was amazing, I found it very enlightening and it really helped me improve my consultancy methodologies. I have been helping clients create new or empower existing brands that meet their vision. By digging deeper into tone of voice, I managed to create a stronger deliverable which really embodies a brand philosophy and DNA. I would recommend this course for everyone who wants to take their brand voice to the next level."

    Mateo Velasquez

    @mateovelasquez.co

  • Betina Cunado

    @betinacunadoconsulting

What you get

Packed with examples, exercises, and projects, it’s yours to rewatch, relearn, and fold into your own brand strategy process.

Over 4 hours of engaging video lessons that each build on the last, layering insight with action.

Flexible, self-paced learning so you can work at your own rhythm, or join a guided cohort.

Over 260 pages of annotated slides and a workbook packed with tactics, examples, and lessons.

Go VIP with Plus and get 1:1 feedback, interactive group sessions and a cohort to learn alongside.

Tried, tested, and proven exercises to help you workshop, refine and action your verbal identity.

Bonus guides and resources to keep you on track and inspire your creativity.

A library of 70+ brand voice examples – from the ones that hit the mark to the ones that miss entirely.

Monthly updates to the course content, ensuring it stays fresh and relevant.

course Contents

Lesson 1

Introduction to Verbal Identity

What is a brand verbal identity, really? Start by unpacking how voice fits into your brand’s ecosystem – and why it’s a powerful tool for connection, distinction, and storytelling.

Lesson 1

Introduction to Verbal Identity

What is a brand verbal identity, really? Start by unpacking how voice fits into your brand’s ecosystem – and why it’s a powerful tool for connection, distinction, and storytelling.

Lesson 2

Strategic Anchors

Get clear on your brand’s point of view and positioning. You’ll learn how to distil what your brand stands for – and flip that into a voice with bite.

Lesson 2

Strategic Anchors

Get clear on your brand’s point of view and positioning. You’ll learn how to distil what your brand stands for – and flip that into a voice with bite.

Lesson 3

Crafting a Dynamic Voice

Learn how to create a tone of voice that’s authentic and adaptable. Sidestep those cookie-cutter tones – this is a fresh, layered approach that feels alive across every channel.

Lesson 3

Crafting a Dynamic Voice

Learn how to create a tone of voice that’s authentic and adaptable. Sidestep those cookie-cutter tones – this is a fresh, layered approach that feels alive across every channel.

Lesson 4

Brand Language

Words matter. This lesson takes you through good, bad, and cringeworthy examples of poor tone of voice – then gives you the tools to audit and sharpen your own.

Lesson 4

Brand Language

Words matter. This lesson takes you through good, bad, and cringeworthy examples of poor tone of voice – then gives you the tools to audit and sharpen your own.

Lesson 5

The 9 Brand Voices

Meet the 9 brand voice types that show up time and again. They’re not boxes to squeeze into, but springboards for shaping something unique. Use them as inspiration – blend them, bend them, and build on them.

Lesson 5

The 9 Brand Voices

Meet the 9 brand voice types that show up time and again. They’re not boxes to squeeze into, but springboards for shaping something unique. Use them as inspiration – blend them, bend them, and build on them.

Lesson 6

Voice Pairings

We’ll explore how blending different brand tone of voice types can create unexpected quirks and make your brand more distinctive. We’ll also encourage you to push boundaries and stretch your voice in new directions.

Lesson 6

Voice Pairings

We’ll explore how blending different brand tone of voice types can create unexpected quirks and make your brand more distinctive. We’ll also encourage you to push boundaries and stretch your voice in new directions.

Lesson 7

Mastering Microcopy

Yes, even your error messages, button labels, and T&Cs deserve some love. Learn how to bake tone into the tiniest user experiences – and create a seamless brand experience.

Lesson 7

Mastering Microcopy

Yes, even your error messages, button labels, and T&Cs deserve some love. Learn how to bake tone into the tiniest user experiences – and create a seamless brand experience.

Bonus

Final Project

Time to take the stage. You’ll define your brand’s pitch-perfect brand voice, then apply it across real brand touchpoints. It’s practical, personal, and powerful – and it’s the piece that ties everything together.

Bonus

Final Project

Time to take the stage. You’ll define your brand’s pitch-perfect brand voice, then apply it across real brand touchpoints. It’s practical, personal, and powerful – and it’s the piece that ties everything together.

Start today

There are two ways to learn with Tone Up – Standard and Plus. Choose the learning style that suits you.

Pay now

Instalments

Standard

Popular

£220

The perfect self-study option.

Lifetime access

7 in-depth lessons

4+ hours of video content

50+ real-world brand examples

Slack community for peer support

Exercises, Project & bonus resources

Course certificate upon completion

Buy now

Buy now

SSL Secure checkout

Plus

Cohort 2 starts in December!

£380

The VIP version. Perfect if you want extra support, personalised feedback, and direct access to the instructor.

Everything in Standard, plus:

Additional interactive live group sessions

Office Hours for real-time support

Direct access to the instructor

Small cohort for an intimate, supportive learning experience

Individual feedback & crits

Save your spot

Save your spot

SSL Secure checkout

Pay now

Instalments

Standard

Popular

£220

The perfect self-study option.

Lifetime access

7 in-depth lessons

4+ hours of video content

50+ real-world brand examples

Slack community for peer support

Exercises, Project & bonus resources

Course certificate upon completion

Buy now

Buy now

SSL Secure checkout

Plus

Cohort 2 starts in December!

£380

The VIP version. Perfect if you want extra support, personalised feedback, and direct access to the instructor.

Everything in Standard, plus:

Additional interactive live group sessions

Office Hours for real-time support

Direct access to the instructor

Small cohort for an intimate, supportive learning experience

Individual feedback & crits

Save your spot

Save your spot

SSL Secure checkout

FAQ

What is the Gab Lab?

The Gab Lab is a space where brand builders, copywriters, designers, and strategists can come together and learn as a community. It's about brand experience, identity, and culture – but most importantly, it starts with learning how to speak the gift of the gab: your language.

Who is the course for?

The course is for strategists, designers, copywriters, and anyone building a brand. We even have a linguistic translator and a health coach inside who have been building their personal brands! Anyone is welcome :)

What’s the time commitment?

With 7 in-depth lessons and over 4 hours of video content, expect to dedicate at least two hours a week to the course lessons.

Do I need to have a brand?

You need to have an idea of what you’re selling, even if your brand is still in progress.

What if I can’t make a live session in Plus?

Sessions will be recorded so you can watch afterwards – but I strongly encourage anyone joining Plus to make an effort to join the live calls to get the most out of the course.

How involved are you in the Plus course?

Very involved. Expect 1:1 feedback, regular check-ins, feedback on your work and projects, and my ongoing support throughout your course journey.

What is the refund policy?

No refunds are offered. Please make sure you can commit fully to the course before you enrol.

Will I get access to future updates?

The course is constantly being updated so evolved, and you will receive updates for free – no extra charges!

What time are the calls?

8am UK, 3am US Eastern, 12am US Pacific.

Is this the same as your last Tone Up challenge?

No. It’s a completely new training with new strategies.

Do I need experience with brand building?

This isn’t a beginner challenge. You should understand the basics of brand building and want to deepen your knowledge.

Is this the same content as your Tone Up course?

No, the Tone Up Challenge is a free, 3-day sprint designed to give you a taste of what’s possible when your brand voice is sharp and memorable. You’ll uncover your raw voice, test it in a few key areas, and leave with one piece of content you can actually use. The full Tone Up course is a deep-dive system that takes you from a rough, generic voice to a fully defined, strategic brand voice you can apply across every channel. The course includes layered exercises, frameworks, templates, and hands-on guidance to make your voice a true business asset – something the challenge can only give you a glimpse of. Think of the challenge as a fast-track teaser: actionable, fun, and results-oriented, but just enough to show you why a full, cohesive brand voice is worth the investment.

Any questions?

Gab Lab is a space where brand builders and creatives can learn how to wield language with intention, creativity, and strategic bite. It’s a home for the tools, tactics, and thinking behind brilliant brand communication. 



© Sarah Fretwell 2025

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