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Writing on brand

Writing on brand


On this one-day writing course, an experienced brand communications expert and journalist (Irish Times, Sunday Times and Newstalk) reveals professional techniques that allow writing teams to create communications that are ‘on brand’ and appropriate for their audience and purpose. Each aspect of the course is covered in theory and consolidated with intensive practice.

This course covers:

  • The basics of brand tone of voice
  • Effective writing techniques
  • The principles of clear English
  • The importance of a reader-focused style
  • The fundamentals of planning
  • The power of language
  • Key strategies for editing
  • Common errors of grammar and punctuation.

Once you successfully complete this workshop, you will be able to:

  • Understand your brand tone of voice
  • Apply this voice to different written communications
  • Determine how to achieve buy-in from readers
  • Write in clear English with a professional tone
  • Achieve a reader-focused style and structure
  • Explain complex information quickly, clearly and concisely
  • Recognise errors and potential problem areas
  • Know how to use your style guide
  • Use headings and sub-headings to attract readers’ attention
  • Have the skills to edit your own written work and that of others
  • Take away a 24-page resource pack with links to further resources


Introduction – Brand

  • What is a brand?
  • What is a brand tone of voice?
  • What is a style guide?

Planning – Clear thinking leads to clear writing

  • Identify your readers and their needs (to develop a reader-focused approach)
  • Use the 5Ws and H (who, what, why, where, when and how) to plan a document that will get buy-in from the customer
  • Create an effective objective
  • Produce documents that achieve their objectives
  • Make sure you write the right document (brand, message, tone of voice etc)
  • Use a planning checklist

Writing – Transform your style

  • Say what you mean — write to communicate
  • Think of your brand tone of voice, and use brand words and phrases effectively
  • KISSSS all your documents: keep it short, simple, strong and sincere

This includes:

  • Identifying your reader and understanding their needs
  • Using clear English in a concise, professional style
  • Avoiding jargon and over-formal ‘business speak’
  • Avoiding wordiness and repetition
  • Making every word count
  • Using topic sentences
  • Becoming aware of common errors (grammar, punctuation, use of English and spelling)
  • Using an active instead of passive sentence structure

Editing – Get to the point

  • Learn strategies for editing your own work
  • Use a proofreading checklist

Layout – Make it reader-friendly

  • Create easy-to-read documents for busy people
  • Use headings to aid navigation
  • Write for scanners

Resources – Reinforce the learning

  • A 24-page resource pack
  • Online writers’ resources