Brand voice and messaging for brands that want to scale beyond £5M a year.

If your messaging isn’t quite living up to your vision for the brand, we’re here to help. We help create brand voices that turn your mission into consistent, on-brand language that makes your ideal customers think "oh sh*t, this is the brand for me".

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What’s included in a brand voice and messaging project?

Get a voice that finally does your brand justice

We’ve helped 50+ brands turn their vision into a distinctive voice that speaks straight to their ideal customers. Then we package it into a practical guide so everything you write (from ads to emails) stays unmistakably on-brand.

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👆An example of our in-depth brand voice guides, based on the 50+ we've created

A voice that resonates with your customers

We mine reviews, calls and on-site behaviour to find the phrases your buyers already use. Then turn your core messages into a voice that reflects who you are and who your customers want to be.
A voice that sounds distinctly like your brand

Principles, do/don’ts, and “say this, not that” examples make your tone easy to use across the team. You’ll get reusable headlines, go-to phrases and scenario playbooks—so anyone can write on-brand without watering it down.
A voice that stands out from the competition

We'll audit your category, spot that gap and build language assets that make you stand out from the crown. Memorable lines, core messaging and ownable brand language that keeps everything you write distinctive, recognisable and conversion-ready.

Your brand voice in 4 steps

Brand voice is your unfair advantage.
Let’s turn it all the way up to 11.

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1. Let’s figure out who your brand actually is

We’ll help you and your team articulate what you really stand for beyond the buzzwords and turn it into a voice that finally does your brand justice.

2. Let’s make sure your audience hears it

The best brand voices meet the audience where they’re at. They don’t copy, but they feel aligned with how your audience speak. We’ll help you make that happen.

3. Let’s build your voice together, not hand it down from on high

No cookie cutter shit here. From real-time workshops to async reviews, we co-create your voice with the people who are going to live and breathe it. That way, it’ll stick.

4. Let’s get it all documented and implemented

No dusty PDFs here. You’ll get practical, team-ready tools (like cheatsheets, guidelines, custom GPTs...) plus guidance on rolling it out so your voice shows up everywhere it should, every time.

See how we’ve helped brands nail their voice and speak to their customers

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We’ve developed full brand voices for everyone from outdoor lifestyle brands to mobile networks to a weird robot mascot. (Don’t ask.)

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We’ve run more than 100 sessions to help brands figure out their voice and what makes them stand out.

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300+ other brands have used our brand voice resources to sound more like themselves and less like everyone else.

Two brothers helping
ecommerce and lifestyle brands do words gooder.

Hey! We’re Jack and Joe, two brothers who care (probably too much) about what your words make people feel and do. We help £1–£10M ecommerce teams build a brand voice they’re proud of and copy that moves the numbers on PDPs, landing pages and in Klaviyo flows. We're talking lifted add-to-basket, higher AOV and customers coming back again and again.

We start with your customer reviews and VOC research, then map messages to jobs-to-be-done and then write copy that's both on-brand and going to convert. We’re Shopify partners and Klaviyo-qualified, with 50+ brand voices and 3000+ briefs under our belts. Teams at Discord, Toast Brewing, Beachbum and Dr. DENT have brought us in for campaigns, overhauls and brand voice projects and have seen results from “holy shit, we finally sound like us” to a £20M+ run rate and 3× YoY lifts.

Want words that sound unmistakably you (and to sell without discounting)? Book a free 15-min audit and see what we'd fix.

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300+ brands helped

3000+ briefs

50+ brand voices

Good words about DO Words Good

Their ability to understand our brand was astounding

Turned our brands from lacking a real personality and voice to high-converting websites that our customers always remember. Absolute legends!

Toni Robinson-Bowring

Director in Product @ Acre

Their ability to understand our brand was astounding. Jack ran a session to distill down where we wanted to take the brand and then cut through the noise to revolutionise how we sounded.

Suddenly we sounded fresh, vibrant & engaging, even though we were saying the same thing…incredible!

Josh Cacares

Head of Marketing @ fwip

Flipping awesome! How in gods name you managed to write it all so cohesively bewilders me. So many lightbulb, “yes, of course” moments.

Nicola

Founder @ The Smokist

Do Words Good really knows their stuff. Messaging is hard, and usually takes a ton of iterations to get right. Their advice didn’t just help us write better copy, it helped us figure out the big picture messaging and make sure we publish content that always connects with our customers. It really leveled us up.

Wes Hather

Founder @ Spot & Outreach.io

Really understood the Animal ToV and brand straight away, so much so we asked them to create an internal document for circulation! Not only was the copy always great, the turnaround times were really fast. Highly recommended, instantly become part of the team.

Kat Stanton

Brand Manager @ Animal

“Our new tone of voice hasn’t just given us a unified voice, it has given us a way to communicate that makes us stand out from our competitors, attract lots of new customers and influences how every member of our team writes and talks about our business.”

Miriam Rune

Marketing Manager @ Whisky Foundation

FAQs

What if I don’t know what my brand voice should be?

That’s exactly what we help you figure out. Whether you’re starting from scratch or just feel like your current voice is a bit…meh, we’ll define a tone that actually fits your brand—and makes your copy stand out.

Will my brand still sound like me?

Yes! We don’t believe in cookie-cutter voice guides. Instead, we develop a tone of voice that’s unique to your brand, products, and audience. The goal isn’t to change how you sound—it’s to refine it so your messaging is sharper, clearer, and more consistent across every touchpoint.

How is this different from just writing my website copy?

A brand voice guide isn’t just about what you say—it’s about how you say it, across everything you write. We’ll create a set of rules, examples, and guidelines so that no matter who’s writing—whether it’s you, your team, or a future hire—your brand sounds like one brand, everywhere.

What if I already have a brand voice but it’s not working?

Then we’ll tweak it. Maybe your tone isn’t connecting with customers, or maybe it’s inconsistent across different channels. We’ll pinpoint what’s missing and make sure your voice actually helps sell your products, build trust, and strengthen your brand.

How long does it take?

Most brand voice projects take a few weeks, depending on how in-depth you need it to be. We’ll give you a clear timeline upfront, and if you need it fast, let us know—we know how to move quickly without sacrificing quality.

Free copy & messaging review

Get a free 15-min copy & messaging review for your ecommerce brand

We've written high-performing product pages and stronger messaging for brands like Animal, Toast Brewing, Discord, so we know what moves the needle. Drop us your site and we'll send over a personalised Loom video with actionable fixes within 3 working days. 100% free, no strings.