Tone Up is your essential verbal brand identity course taking brands from cookie-cutter voice to strategically sharp verbal identity that tells stories and sells products.
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 is your leverage.
Walk away mastering the 4 key tenets of tone
Get under the skin of brand voice – what it is, why it matters, and how to shape one that reflects both your strategy and personality. Learn how to use voice as a strategic tool, not an afterthought. From tone to point of view, you’ll create a voice that leads – not gets buried in a forgotten Google Doc.
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.
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 a voice that cuts through – strategic, specific, and unmistakably yours.
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
Language is your secret weapon. Whatever you role and no matter where you’re at, there’s something in here for you.
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
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
Start today
There are two ways to learn with Tone Up – Standard and Plus. Choose the learning style that suits you.
FAQ
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
