The Tone-Up Challenge is a hands-on intro to what makes your brand’s voice unmistakably yours. In this workshop, you’ll get to grips with the foundations of a strong verbal identity — what shapes it, what can dilute it, and how to start sharpening your own with practical tools you’ll actually use.

What's it about

A 3-day challenge for entrepreneurs who want their brand to sound sharp, distinct, and impossible to ignore. Step into my process, where I’ll show you exactly how to sharpen your voice so it positions your brand as premium – without leaning on clichés or copying competitors.

You’ve been sitting on gold. Brilliant at what you do.

But too generic, too safe, or too busy second-guessing your words to fully own it. Well, that ends now.

This is three days of stepping into a brand voice that commands attention, and making language work like the business asset it truly is.

Apply now

Who it’s for

✔️ Founders who feel their brand is “off” but can’t put their finger on why

✔️ Creatives who want sharper, more consistent messaging

✔️ Businesses preparing for a launch, rebrand, or new audience.

What you get

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

Day 1

Find your voice

Learn why tone of voice matters (and see where brands go wrong). We'll spot the most common pitfalls with juicy real-world examples. We'll surface your brand’s personality and point of view – no overthinking, just play with your words. You’ll leave day one with your first taste of a voice that’s actually yours, and one small piece of copy you can use immediately.

Day 1

Find your voice

Day 2

Test your tone

Today is about experimenting with your voice so you know what actually works. You’ll try simple “standout tests” to spot where your voice blends in vs. cuts through. You'll rewrite a tagline, social post, or email snippet using what you discovered yesterday. And get the chance to receive live feedback in the hot seat to see how small tweaks change impact instantly.

Day 2

Test your tone

Day 3

Strengthen & apply

A sharp voice only matters if it’s applied. Today we’ll take your small wins and put them to work. You’ll apply your new voice to one piece of real content (social, email, or website copy). You'll learn the “voice hacks” and the framework that make language feel consistent and distinctive, every time. And we'll do a live mini-coaching session to see where your voice could go next.

Day 3

Strengthen & apply

Investment: FREE

Application only

Apply now

FAQ

Will there be a recording?

No, this is a live challenge.

Is this the same as your last Tone Up challenge?

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

What time are the calls?

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

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.

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 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.

Will there be a recording?

No, this is a live challenge.

Is this the same as your last Tone Up challenge?

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

What time are the calls?

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

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.

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 as your Tone Up course?

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.