Copywriting, Branding, and Tone of Voice

Copywriting, Branding, and Tone of Voice

Whether you're writing for the web, for clients, or just for yourself at work, then this course will help you understand more about the written word, its effectiveness and how you can make your copy really work for you.

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Writing matters more than you think. But if you're finding it tricky to get your message across at work, or you want to understand more about how to write more effectively, then this course is for you.

In a world of mass instant communication, emojis, web and text-speak, getting your message, brand and personality across through the written word is more important than it’s ever been.

Run by Max Vinall, our very own Creative Director and ex-Head of Copy at Jellyfish, this one-day course is split into four key sections.

We'll look at the basics of Copywriting, Branding, the Brief, Tone of Voice, Email creation and the Strapline.

We'll walk you through what makes a good copywriter, cover off basic writing terminology and how great copy really works. We'll even work together to create our own brand from defining its Brand Essence to its Values to its Personality.

But in everything we do, in every challenge and exercise, we'll work together (and have a lot of fun doing it).

Our Copywriting, Branding, and Tone of Voice course is available at our training centre in The Shard, London. We also offer private training courses which can be tailored to your business needs.

Copywriting, Branding, and Tone of VoiceStandard1 day Classroom Course

On this course, we take a closer look at the job copy and copywriting does and why it matters. We’ll show that powerful content can transform how and what you communicate from ads to email, from social to print (and everywhere in-between).

We cover how to avoid common typographic errors, the hell that is the apostrophe, and work through some fiendishly enjoyable proofing and copy tests. At the end of the day, you’ll leave feeling fired up and inspired about your writing abilities - and eager to implement them straight away.

What will I learn?
Upon completion of this course you’ll have gained the skills to:
  • Appreciate the value of copywriting whatever your sector
  • Understand the role it plays in marketing and advertising (on a personal and professional level)
  • Write a better brief (and when to push back on a bad one)
  • See how straplines work to convey your Brand Position
  • Create your own Brand Essence, Values and Tone of Voice
Why should I take the course?
If you want to understand more about brands, the value of copywriting and how to create better content yourself through practical exercises - and have some fun doing it - then this is for you!
Course Overview
  • What makes a good copywriter?
  • What does great copy actually do?
  • Examine amazing examples
  • How to edit copy to find what’s important
The Brief
  • What a brief is for
  • What it needs to have to be brilliant
  • Practical exercise in critiquing an awful one
  • Extra tips for filtering out what matters in a brief
The Brand
  • What makes a successful brand
  • See why some go wrong
  • Play the Strapline Challenge
  • Create our own brand together
Tone of Voice
  • Study successful examples
  • Discover why this matters
  • How to create your own
  • How to write them
  • When not to write one
  • Create effective subject lines
  • Define email structure
  • Protocol for salutations, subject and sign-off
Upcoming CoursesView all
Thu | November 22 | 1 day
Copywriting, Branding & Tone of Voice Standard
The Shard, London
£499 +VAT
Thu | January 24 | 1 day
Copywriting, Branding & Tone of Voice Standard
The Shard, London
£499 +VAT
Thu | March 21 | 1 day
Copywriting, Branding & Tone of Voice Standard
The Shard, London
£499 +VAT
Our facilities


Our trainers are all seasoned experts that have extensive experience working in the industry. They will be happy to answer questions, on the day or post training as part of our ongoing support.



Jellyfish have first class training facilities. Our regular venues include our flagship training centre located at The Shard in London, or Manchester. We can also train at a location of your choice.

Food & Drink

Food & Drink

We pride ourselves on providing our attendees with high quality food and refreshments. Both are available throughout the day and we cater for any dietary requirements for you.

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Inspiring and knowledgeable trainer

Gained very practical advice that I could immediately put into practice.

Great environment for learning

The training was relevant, insightful and presented in a fun but professional manner.

They certainly know the digital world

Very useful insights that have paid off time and time again since the course.