The ultimate course for brands that want to stand out. Discover how to build compelling brand worlds and voices that cut through a sea of algorithmic sameness.
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in good company
Your creative playground
In branding, language isn’t just information, it signals meaning and culture. It guides, frames your worldview, and tells stories.
Words can build trust, or break it. Position your brand in culture, or leave it invisible. Inspire action, or indifference. Language is your code. Your cultural leverage.
master the 4 key tenets of brand tone of voice
Get under the skin of brand tone of voice – what it is, why it matters, and how to shape one that's true to your business and personality. Learn how to use voice as a strategic tool, not an afterthought.
Learn the 9 brand voices that crop up time and time again. Master the art of adding colour and depth without losing focus and without the same old generic archetypes. Learn how to flex your voice without breaking it, so it feels expressive, layered and alive.
Master the art of adding colour and depth – without losing focus, without the same old generic archetypes. Learn how to flex your voice without breaking it, so it feels expressive, layered, and alive.
Turn vague, unconsciously chosen language into a deliberate, ownable system that can grow with your brand. No fluff, just practical tools, voice-building tactics, and heaps of real world examples.
who's it for
Whatever your role – brand strategist, designer, copywriter or founder –language is your brand's secret weapon.
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
Lesson 1
Introduction to Verbal Identity
What is a brand 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 point of view 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 tone of 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 examples of poor tone of voice – 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 time and again. They’re not boxes to squeeze into, but springboards for shaping something unique. Use them as inspiration – blend them, bend them, and build on them.
Lesson 6
Voice Pairings
We’ll explore how blending different brand tone of 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 user experiences – and create a seamless brand experience.
Bonus
Final Project
Time to take the stage. You’ll define your brand’s pitch-perfect brand voice, then apply it across real brand touchpoints. It’s practical, personal, and powerful – and it’s the piece that ties everything together.
Start today
There are two ways to learn with Tone Up – Standard and Plus. Choose the learning style that suits you.
FAQ
What is the Gab Lab?
The Gab Lab is a space where brand builders, copywriters, designers, and strategists can come together and learn as a community. It's about brand experience, identity, and culture – but most importantly, it starts with learning how to speak the gift of the gab: your language.
Who is the course for?
The course is for strategists, designers, copywriters, and anyone building a brand. We even have a linguistic translator and a health coach inside who have been building their personal brands! Anyone is welcome :)
What’s the time commitment?
With 7 in-depth lessons and over 4 hours of video content, expect to dedicate at least two hours a week to the course lessons.
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.
What if I can’t make a live session in Plus?
Sessions will be recorded so you can watch afterwards – but I strongly encourage anyone joining Plus to make an effort to join the live calls to get the most out of the course.
How involved are you in the Plus course?
Very involved. Expect 1:1 feedback, regular check-ins, feedback on your work and projects, and my ongoing support throughout your course journey.
What is the refund policy?
No refunds are offered. Please make sure you can commit fully to the course before you enrol.
Will I get access to future updates?
The course is constantly being updated so evolved, and you will receive updates for free – no extra charges!
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