Brand Staples

Empowered brand strategy, design and communication 

Brand is more than just a logo or a slogan. It is the ever evolving nature of a business given form. From the way you use tone of voice, the words you choose to evoke a feeling, colours, imagery and beyond this to how the business is perceived and received with the target audience.

Gab Lab helps you understand and develop the full brand experience. We do this through a 7 week branding fundamentals course that explores brand voice, brand design and the overarching branding strategy.

Brand Staples

Resources & Tools for Brand Design

With a decade of experience in brand strategy, I've built a library of practical tools, frameworks and resources designed to make every project run smoother. These are the guides, templates and exercises I return to time and time again, refined through real client work and tested in the field.

Brand Strategy Hub

A growing collection of brand strategy tools, templates and tried-and-tested playbooks for founders, marketers and strategists.

Project management

Client Portal & Project Tracker

Presentation design

Brand Strategy Playbook

New Business template

Project Proposal Template

Free resource

Beginner's Guide to Brand Strategy

Free resource

Brand Purpose Guide

Brand strategy process

The Brand Blueprint

1-to-1 consulting with me

Virtual Brand Consultations

Think of this as having an experienced strategist in your corner for 90 minutes. Bring your biggest questions, challenges, ideas or roadblocks, and we'll work through them together. Positioning, content, messaging, audience insights, personal branding, brand voice – it's all fair game. The goal is simple: to leave you with clarity, confidence and a clear direction forward.

BEHIND THE LAB

  • "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

  • "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

  • "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, 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

  • "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

  • "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

  • "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, 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

The tools, tactics and thinking behind brilliant brand communication

Gab Lab is a space where brand builders and creatives can learn how to wield language with intention, creativity, and strategic bite. Tone Up is the ultimate brand strategy course where strategy meets creative.

© Sarah Fretwell 2026

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