Sarah Fretwell 

Cohort 1

A cheat sheet to help brands go beyond generic descriptors like "friendly" or "professional."

Tone-Up Worksheet


In the world of branding, language isn’t just about information. It's how you make meaning. Words guide. They stir emotion. They tell stories. They shape the entire experience of your brand. Words can either build trust, or break it. Create connection, or indifference. Inspire action, or dilute your message. Your brand’s language is your leverage.

Get pitch perfect


Course syllabus

Stay engaged with&nbsp;regular office hours!&nbsp;This is your time to ask questions, get feedback, and refine your skills.

Office hours


Schedule items can also be used to convey commitments outside of specific time slots (like weekly projects or daily office hours).

Weekly projects

All modules are available from day one, so you can move at a pace that works for you. To keep you on track, I’ll provide suggested dates for each module, helping you stay engaged and get the most out of the course.

Learn at your own pace


In the final project, you'll apply everything you’ve learned in a hands-on project, where you'll create and apply your very own strategically inspired brand voice.

Put your skills to the test


Course schedule

Designers. Great visuals are only half the story. When you understand voice, you can create more cohesive, expressive, and dynamic brands.

Copywriters. Whether you’re writing bold billboards or bite-sized captions, learn to sharpen your instinct for tone, rhythm, and intention.

Strategists. This course gives you the language, structure, and confidence to define, guide and sell in voices that move brands forward.

Anyone. New to branding? You don’t need years of experience, just curiosity and a love of how language works.

Whatever you role, there’s something in here for you.


Walk away mastering the four tenets of tone



Get under the skin of brand voice – what it is, why it matters, and how to shape one that reflects both your strategy and personality. Learn how to use voice as a strategic tool, not an afterthought and create a voice that leads – not gets buried in a forgotten Google Doc.

🔍 Understanding


Discover how to scale your voice and keep it in check across every touchpoint – from your homepage to your DMs. Build trust through consistency and create a voice people will instantly recognise – and never mistake for anyone else’s

🧭 Consistency


Master the art of adding colour and depth – without losing focus. Learn how to flex your voice without breaking it so it feels expressive, layered, and alive. Ditch generic archetypes and craft a voice that cuts through – strategic, specific, and unmistakably yours.

🎭 Variety


Turn vague language into clear, specific, sharp messages that instantly make sense (and create meaning). No fluff, just practical tools, voice-building tactics, and hundreds of examples you’ll return to again and again.

🛠️ Technique


Take your brand voice from cookie-cutter to strategically sharp verbal identity that tells stories and sells products.


Learn directly from Sarah Fretwell

Sarah Fretwell

Courses

Brand Positioning Through Language & Voice

Resources

Tone-Up Worksheet

Tone-Up Worksheet