TONE UP

TONE UP

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

Most brands think they have a strong voice. What they really have is surface talk. A bunch of polished words that sound nice, look the part, fit in with what's trending, but have little impact. This course goes deeper.

16DAYS16HOURS43MINUTES30SECONDS

Join the lab

Join the lab

Walk away mastering the 4 key tenets of tone

Understanding

Understanding

Get under the skin of a brand voice – what it is, why it matters, and how to shape one that reflects your strategy and your personality. From tone and language to perspective and point of view, you’ll learn how to build a voice that’s fresh, characterful, and has a strategic impact.

consistency

Discover how to keep your voice in check across every touchpoint – from your homepage to your DMs. Build trust through consistency and create a voice people will instantly recognise.

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.

technique

No fluff – just practical tools, clear processes, and real examples you’ll actually use. You’ll get voice-building frameworks, tactics and reference points you’ll return to again and again.

who's it for

Language is your secret weapon. Whatever you role, this course will show you how to wield language to tell attention-winning stories.

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

  • "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

  • "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

What you get

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.

Downloadable slides and an in-depth course workbook so you can refer back at your own time.

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 50+ brand voice examples – from the ones that hit the mark to the ones that miss entirely.

A reusable toolkit – templates, worksheets, and prompts you can use again and again.

course Contents

Lesson 1

Introduction to Verbal Identity

What is a 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 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 perspective 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 perspective 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 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 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 real-world examples – 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 real-world examples – 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 everywhere. You’ll learn how to identify, analyse, and utilise them to spark ideas – and shape a voice that stands out.

Lesson 5

The 9 Brand Voices

Meet the 9 brand voice types that show up everywhere. You’ll learn how to identify, analyse, and utilise them to spark ideas – and shape a voice that stands out.

Lesson 6

Voice Pairings

We’ll explore how blending different 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 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 details – 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 details – and create a seamless brand experience.

Bonus

Final Project

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

early bird expires soon

16DAYS16HOURS43MINUTES30SECONDS

Join the lab

Join the lab

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

£165

£220

25% off Earlybird – Save £55!

Perfect if you want to learn at your own pace.

Lifetime access

7 in-depth lessons

4+ hours of video content

50+ real-world brand examples and breakdowns

Slack community for peer support

Exercises, Project & bonus resources

Course certificate upon completion

Buy now

Buy now

SSL Secure checkout

Plus

Cohort based

£285

£380

25% off Earlybird – Save £95!

Perfect if you want extra support, live feedback, and direct access to the instructor while working through the course in a small group.

Everything in Standard, plus:

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

Buy now

Buy now

SSL Secure checkout

Pay now

Instalments

Standard

Popular

£165

£220

25% off Earlybird – Save £55!

Perfect if you want to learn at your own pace.

Lifetime access

7 in-depth lessons

4+ hours of video content

50+ real-world brand examples and breakdowns

Slack community for peer support

Exercises, Project & bonus resources

Course certificate upon completion

Buy now

Buy now

SSL Secure checkout

Plus

Cohort based

£285

£380

25% off Earlybird – Save £95!

Perfect if you want extra support, live feedback, and direct access to the instructor while working through the course in a small group.

Everything in Standard, plus:

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

Buy now

Buy now

SSL Secure checkout

FAQ

What is a presale?

A presale means you can lock in your spot early at a discounted rate before the course officially launches. You’ll get full access to all the learning materials on 26 May. If you join Plus, you’ll be part of a guided cohort experience. This kicks off shortly after the course unlocks—we’ll email you with the exact date and everything you need to get started.

What’s the time commitment?

The core video content is around 4.5 hours total, and each lesson includes practical exercises in the workbook that you can do at your own pace. Then there are 7 optional exercises that will take around 30-60 minutes each. The final project is likely to take 1-2 days, bringing the total time commitment to roughly 12-15 hours. If you join the Plus cohort, it'll be a 3-week cohort to account for the additional live sessions. You’ll get plenty of notice and replays if you can’t make it live.

How involved are you in the Plus course?

I'm very involved in Plus Cohort based course. In the Standard course, you get peer support in your community, lots of guidance in your workbook, short Loom exercise tutorials, and of course the guided video lessons. In Plus, the support double. There are 2x async office hours weekly, so if you have a question, want feedback, or get stuck in one of the exercises you'll hear back directly from me. There's also weekly live group sessions with your small cohort group. I also review your final project in the Project Crit. So you get at least two touch points with me every week where you can get access to me for all those burning questions.

Is there any feedback on my work?

If you're in the Plus cohort, yes – you'll get live feedback on your exercises and project, have weekly Office Hours in which to access me for help, and two live group calls. If you’re in the Standard version, there’s no direct feedback, but you can ask questions to peers in the Slack community – it’s a great place to swap insights and inspiration!

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

No stress, all live sessions are recorded and uploaded, so you can catch up anytime. You’ll still be able to access the replays, complete the exercises, and join the conversation in your own time.

What is the Gab Lab?

The 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.

Is there a certificate?

Yep! Once you finish the course and complete all the lessons, you’ll receive a certificate.

What’s the refund policy?

Please note that there are no refunds once you enrol in the course. Make sure you’re happy with what’s included before joining!

Will I get access to future updates?

Yes! Once you buy the course — either the self-paced or the Plus cohort-based version — you’ll automatically get access to all future updates. Each year, I revisit the course and update it with fresh insights, improved lessons, or new examples so it stays relevant and useful. You won’t need to pay again or re-enroll — you’ll get the updated version as part of your original purchase. So once you're in, you're in for good.

Do I need to have a brand to take this course?

Nope! You can bring a personal project, client work, or use one of the hypothetical brands provided.

What is a presale?

A presale means you can lock in your spot early at a discounted rate before the course officially launches. You’ll get full access to all the learning materials on 26 May. If you join Plus, you’ll be part of a guided cohort experience. This kicks off shortly after the course unlocks—we’ll email you with the exact date and everything you need to get started.

What’s the time commitment?

The core video content is around 4.5 hours total, and each lesson includes practical exercises in the workbook that you can do at your own pace. Then there are 7 optional exercises that will take around 30-60 minutes each. The final project is likely to take 1-2 days, bringing the total time commitment to roughly 12-15 hours. If you join the Plus cohort, it'll be a 3-week cohort to account for the additional live sessions. You’ll get plenty of notice and replays if you can’t make it live.

How involved are you in the Plus course?

I'm very involved in Plus Cohort based course. In the Standard course, you get peer support in your community, lots of guidance in your workbook, short Loom exercise tutorials, and of course the guided video lessons. In Plus, the support double. There are 2x async office hours weekly, so if you have a question, want feedback, or get stuck in one of the exercises you'll hear back directly from me. There's also weekly live group sessions with your small cohort group. I also review your final project in the Project Crit. So you get at least two touch points with me every week where you can get access to me for all those burning questions.

Is there any feedback on my work?

If you're in the Plus cohort, yes – you'll get live feedback on your exercises and project, have weekly Office Hours in which to access me for help, and two live group calls. If you’re in the Standard version, there’s no direct feedback, but you can ask questions to peers in the Slack community – it’s a great place to swap insights and inspiration!

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

No stress, all live sessions are recorded and uploaded, so you can catch up anytime. You’ll still be able to access the replays, complete the exercises, and join the conversation in your own time.

What is the Gab Lab?

The 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.

Is there a certificate?

Yep! Once you finish the course and complete all the lessons, you’ll receive a certificate.

What’s the refund policy?

Please note that there are no refunds once you enrol in the course. Make sure you’re happy with what’s included before joining!

Will I get access to future updates?

Yes! Once you buy the course — either the self-paced or the Plus cohort-based version — you’ll automatically get access to all future updates. Each year, I revisit the course and update it with fresh insights, improved lessons, or new examples so it stays relevant and useful. You won’t need to pay again or re-enroll — you’ll get the updated version as part of your original purchase. So once you're in, you're in for good.

Do I need to have a brand to take this course?

Nope! You can bring a personal project, client work, or use one of the hypothetical brands provided.

pre-sale expires in

16DAYS16HOURS43MINUTES30SECONDS

Join the lab

Join the lab

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

Newsletter

Instagram

LinkedIn

Youtube

Privacy

save 25% on presale