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 connecting with your ideal audience.

What's it about

A 2-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

Analysing Brand Voices

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

Analysing Brand Voices

Day 2

Know Your Audience

Today is about getting to know our audience and understanding our assumptions, so we can turn our brand voice into a business asset that connects and converts. You'll learn the “voice hacks” and the framework that make language feel consistent and distinctive, every time. And get the chance to receive live feedback in the hot seat to see how small tweaks change impact instantly.

Day 2

Know Your Audience

Investment: FREE

Application only

Apply now

FAQ

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.

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?

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.