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Copywriting, Branding & Tone of Voice

Whether you're writing for the web, for clients, or just for you, this course will help you understand the written word



£598.80 inc VAT
Payment options

Debit/credit card or invoice

Study method
1 Day, Full-time
No formal qualification
Additional info
  • Tutor is available to students
  • Certificate of completion available and is included in the price

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Location & dates

Floor 22, The Shard
32 London Bridge Street
South East London


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 & 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.

Course media


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 OverviewCopywriting

  • 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

Who is this course for?

If you want to understand more about brands, the value of copywriting, and learn how to create better, clearer, sharper content yourself - and have some fun doing it - then this course is made for you.

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