Voicebox

Everything you need to define and bring to life your brand's tone of voice. A complete method. In a box.

Voicebox

voicebox main image.

Find your voice. Speak to the world.

Voicebox is a radically simple yet powerful method for creating distinctive, memorable and authentic brand voices. Created by Nick Parker, writer of Tone Knob – the world’s most-read publication about brands and language.

Voicebox tarot cards stacked in three neat piles on an orange background.

Tone of voice is magic

A strong brand voice amplifies what you say, gets big love from customers, gives creative work an edge – and blows the socks off generic AI blah.

Nailing a truly distinctive voice can be tricky. How do you know you’ve explored all options? How do you break free of doing what you always do? And if you’re working with clients, how do you make sure your approach feels reassuringly rigorous, yet also exciting and creative?

Nail it, with Voicebox.

Voicebox is a complete method for finding, defining and using a brand’s tone of voice. It’s simple yet powerful, clear yet nuanced, rigorous yet creative.

Voicebox is used by agencies, writers and brand and marketing teams all over the world. It’s the approach they use to go beyond generic voices and find something far more distinctive, interesting and unique.

Voicebox desk.

  • A game-changer. Simple, practical and inspiring to use. Everyone who works with brands should have one to hand at all times.

    Photograph of Chris Moody

    Chris Moody

    Chief Design Officer, Wolff Olins

Voicebox landing page image 2.

Tell me more…

  1. Voicebox is a complete method for finding, creating, defining, writing and sharing distinctive brand voices. You get mental models, frameworks, processes, games and exercises and – above all – creative inspiration that takes you through every step of the process. From first thoughts and planning, through to creative exploration and workshops, to using a voice most effectively with a brand.

  2. Understand ‘voice’ like never before. At the heart of Voicebox are the ‘11 Primary Voices’ – a mental model of brand voice ‘archetypes’ that helps you think, talk, work and create voices in a way that’s simple and ‘gettable’, yet subtle and flexible. (People say time and again that the 11 Primary Voices give clients that lightbulb moment that helps a project soar.)

  3. Find your voice. There are tools, games and exercises to help you explore what voices work best for you. You can use these solo, and there’s advice on how to run tone of voice workshops – in-person and online – with clients, too.

  4. Uniquify your voice. There’s also the frankly-worth-the-price-of-admission-alone creative tool called ‘The Twister’, which you can use to add extra twists of unique-to-you personality to your voice.

  5. Codify your voice. If you need to share the voice with others, there’s guidance on how to turn the voice you create into a set of practical, useful guidelines. (‘These are hands down the most useful tone of voice guidelines I’ve ever worked with.’ Lewis Hughes, Brand manager, JBL)

  6. Use your voice. All the voices broken down into the specific writing techniques you’ll need to bring voice alive and start writing.


Keep going...

Gloriously, sumptuously, analog
Yes. Voicebox is a literal box. With books and cards and games in. It’s all designed to be extremely pleasing for your eyes to read, your fingers to touch, and your clients to play with. Because even ‘thinking tools’ need to feel quality in your hands.

Also, helpfully digital
But we’re not, like, luddites. Everything’s also instantly accessible online, and there’s a Miro board and digital versions of all the tools, so you can work (almost) as immersively and playfully virtually as in-person.

And ‘AI friendly’
AI totally sucks at creating unique, distinctive, genuine voices. What it’s better at (sometimes) is emulating a voice once you’ve defined it and created some quality examples for it to learn from. The good news is that the guidelines you’ll create with Voicebox are the kind that AI learns from most effectively.

Voicebox what's in the box.

What’s in the box?

  1. 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 with specific writing techniques.

    The guidelines book from Voicebox.
  2. The 11 Primary Voices
    These are the heart of Voicebox. You get a set of the 11 Primary voices on ‘tablets’ (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.

    Simple yet sophisticated… the 11 Primary voices model is probably the most serious, inspired and useful contribution to brand voice creation to date’ John Simmons, author of ‘We, Me, Them and It’

    The 11 primary voice cards scattered on a surface.
  3. Tone of voice tarot cards
    The 99 tarot cards are your secret weapon in finding a voice. Each card has a descriptive word on the front. Shuffle them, group them, order them, then flip them over and  they point you towards which of the 11 Primary Voices to consider. We’ve refined the words on the cards over several years so the pack is the most powerful creative tool it can be.

    ‘The tone of voice tarot cards are a facilitator’s dream. We’ve used them in language workshops, brand workshops and strategy sessions. They’ve become an essential tool in the way we help clients.’ Gilmar Wendt, Founder GW+Co

    The tarot cards mixed up with some face up to show their descriptive word, and others showing the details about the voice.
  4. The Formalizer
    This is a super handy little guide that helps you determine where your brand’s voice lies on the formal-to-informal scale. 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’.

    The Formalizer book from Voicebox.
  5. Dozens of real life examples from the world’s most distinctive brands
    Completely refreshed for 2025. We’ve gathered the very best examples from brands in the UK, Europe, America and Australia. Each comes with notes and analysis on which Primary Voices they use, and what we can learn from them.

     ‘This is the most comprehensive collection of brand voice examples anywhere in the world, ever’
    Dave ‘The Wordman’ Harland

    One of the brand voice examples in Voicebox is The Adventurists.
  6. Everything (and more) is digital, too
    All the guides and tools are instantly available digitally, too. With video extras introducing everything. And a virtual MIRO board that’s ready for you to use to run online workshops.

    Find your voice book from Voicebox.

What others think

  • If you want to position yourself as someone who can develop a distinctive, money-making tone of voice for your clients’ brands, you need Voicebox. It’s as essential to my work as my MacBook. It provokes incredible conversations, solves significant business blocks, and even builds company cultures. Oh, and it helps you craft ridiculously good tone of voice guidelines, too.

    Photograph of Katherine Wildman

    Katherine Wildman

    Founder, Haydn Grey

  • At last – a practical way to think about tone of voice that’s simple yet sophisticated. Use it now.

    Photograph of Robert Jones

    Robert Jones

    Director of UEA’s Brand Leadership MA and author of The Big Idea.


One method. Three options

Voicebox is now used by hundreds of copywriters, agencies, brands and creative teams all over the world. We know that many people just wanna get their hands on the method and get stuck in. And Voicebox is designed to give you absolutely everything you need to do just that.

But we also know that there are some people who want some extra support – either the option to ask a few questions as they work through their first couple of projects, or those who'd like more hand-holding or help tailoring Voicebox into their existing processes.

So Voicebox is now available in 3 options:

  1. Basic

  2. Supported

  3. Bespoke

Choose the one that suits your needs best.

  • Get Voicebox Basic

    £799 + VAT

    Voicebox Basic gives you the complete method + all the digital tools.

    Voicebox basic.
    Buy Voicebox basic now →
  • Get Voicebox ‘Supported’

    £1099 + VAT

    The complete method, all the digital tools + access to one year of virtual Q+A support (that’s 24 scheduled Zoom calls – two each month – you can drop in on to ask questions, get help, try out ideas etc.)

    Voicebox supported.
    Buy Voicebox with Q+A support now →
  • Get Voicebox ‘bespoke masterclass’

    £3499 + VAT

    The complete method, all the digital tools,access to one year of virtual Q+A support, and on-site (or virtual) bespoke coaching from Nick

    Buy Voicebox with bespoke masterclass coaching now →