Voicebox: Basic

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£699 + VAT

Find your voice. Speak to the world. All in a box.

The complete ‘define your tone of voice’ method in a box. Voicebox contains everything you need to define, codify, and use your brand’s tone of voice.

From running workshops, to exploring creative options, to writing guidelines.

Also includes all the digital bits and bobs you need to do everything virtually.

For the full rundown, check out the Voicebox page on the website.

What you get:

A ‘quick start’ guide, and three handbooks

These take you step-by-step through the process of planning a tone of voice project, using the creative tools for finding a voice, and then bringing that voice to life.

99 tone of voice tarot cards

The cards help you work out which of the Primary Voices are right for the brand you’re working with. You can shuffle them, group them, order them – anything you like. Then turn them over, and they’ll nudge you in the direction of the right Primary Voices for you. They’ve been described as ‘a facilitator’s dream’.

The 11 Primary Voices archetypes

The 11 Primary voices archetypes are the heart of Voicebox. You get a set of the 11 Primary voices on thick, high-quality ‘placards’ (OK, they’re just big cards), with a description of each voice written in that voice. They’re perfect for putting up on a workshop wall or passing round in a group discussion.

The Formalizer

This is a super-handy guide that helps you work out where your brand’s voice lies on the formal-to-informal scale. Based on the five linguistic categories of formality, it’s super useful if you’re a brand or organisation that’s traditionally been more formal or conservative – it helps you find a more nuanced voice than just flipping from ‘formal’ to ‘chatty’.

Dozens of real-life examples from the world’s most distinctive brands

We’ve spent months gathering the very best – and freshest – examples of brands with great tones of voice, from the UK, Europe and the USA. Each one comes with notes and analysis pointing out what’s going on, and which of the Primary Voices it uses. (Each is one a separate sheet, to make them easy to share and shuffle around – and so we can send you new examples for your pack in the future!)

And tons of creative exercises

There are creative exercises to help you bring to life each of the 11 Primary Voices – including full instructions for how to run them with a group, and how to use what you find out.

And digital tools

A whole toolkit of digital cards, slides and spreadsheets to help you run tone of voice workshops virtually. They were designed in conjunction with Voicebox ‘power users’ during the first months of lockdown, so they’re simple, practical and thoroughly road-tested.


  • UK: Free
  • Europe & Rest of World: £40 flat rate

Overseas customers are responsible for paying any applicable customs charges in their country. Please note the following UK public holidays which will cause a slight delay with processing orders in 2024: 29 Mar, 1 Apr, 6 May, 27 May, 26 Aug, 25 Dec, 26 Dec.