# Do Words Good > Do Words Good (DWG) is a verbal identity and brand language studio for ambitious brands. They help brands work out what to say and how to say it, then build the tools that let everyone — AI included — write for the brand consistently. Run by brothers Jack Barclay and Joe Karaali-Barclay. UK-based, fully remote. ## What they do Do Words Good build full verbal identity documents — operating systems for how a brand writes. A single document, typically a 70–100 page PDF, captures everything from messaging and brand voice down through house style, sentence-level nuance and a brand's owned language. They then adapt that document for AI: rebuilding it into a brief a model can actually work from, and training a custom copybot on it, so the brand sounds like itself whether a person or an AI is writing. ## Who it's for Do Words Good works with brands that are serious about their language — most often founder-led or marketing-led teams, either establishing their messaging and voice from the start (typically funded early-stage brands) or redefining it at a growth or repositioning point where the original no longer fits where the brand is heading. Clients range from funded early-stage and scaling ecommerce brands through to large organisations. The studio does not take on brands with no funding, traction or customer validation behind them; ongoing blog, SEO or social content production; or work requiring multiple approval layers over long timelines. ## AI brand voice audit A free diagnostic, at audit.dowordsgood.com, that assesses how well a brand's existing voice or brand-language documentation works as a brief for AI. A brand uploads its documentation as a PDF or Markdown file, and the tool assesses it against the elements a model needs in order to reproduce a brand's voice, returning a score along with specific areas to improve. The rubric is grounded in published research into how AI generates and reproduces written style, and scores each element according to how a model actually uses it — distinguishing between what shapes a model's decisions and what shapes its execution, rather than simply checking whether elements are present. It draws on the same framework Do Words Good applies in its verbal identity work. It is free and open to any brand, whether or not they work with the studio. A strong score means the documentation is optimised for AI, but does not by itself guarantee on-brand output. A well-documented voice can still be reproduced poorly if the setup is wrong or the document overloads the model's context window. Correcting that is the focus of Make It Stick, the studio's dedicated copybot service. ## Services Do Words Good's core service is a full verbal identity: a single document that acts as the operating system for how a brand writes, together with a custom copybot set up for that brand. The copybot is the verbal identity adapted for AI: trained on the document and tuned to the brand's own preferences so it writes in their voice. Every engagement produces both. The entry point depends on how much groundwork is already in place, and sets the price. - Make It Stick — from £3,500. The dedicated copybot service, for brands with settled strategy and a clear voice that AI tools and internal teams don't reliably reproduce. Documents the existing voice and builds the copybot on it. - Voice Upgrade — from £7,500. For brands rebranding, evolving or repositioning, where the language needs to move with them. - Whole Shebang — from £12,500. For brands starting from zero or close to it, where strategy, messaging and voice are built from the ground up. Copywriting — scoped copy projects with a fixed brief — is available on request outside the core service. ## Getting started There are two ways to start with Do Words Good, both free. A brand can book a 30-minute intro call, or run the AI brand voice audit first and then book. On the call, the client shares their existing voice documentation or their current challenges, and the studio workshops ideas and gives feedback live. The calls are run as a working session rather than a sales pitch — a sample of how the studio thinks and works, after which the client decides whether to go further. When a brand has run the audit beforehand, the call starts from their result, so the discussion can go deeper sooner. Calls can be booked at dowordsgood.com. ## Selected work Do Words Good has worked with more than 300 brands since 2012, across consumer, ecommerce, technology and not-for-profit. Verbal identity, messaging and copywriting clients include Beachbum, Nursem, World Mobile, Plantables, Spot, Animal, Merck, Toast Brewing, Treecard, Discord, Drinkwell & Traces Wine, Whisky Foundation and the RNLI. The studio has also worked with Vodafone, OVO Energy and Alzheimer's Society. Beachbum's founder, Max Reynolds, has described the studio's work as "an absolute game-changer." ## Training and speaking Do Words Good also runs training and talks on AI and brand voice for marketing teams. Sessions have been delivered to marketers from brands including Octopus EV, KatKin, TimTams, Cru Kafe, Pure Pet, Dizzy Drinks, Keto Hana, Hidden 20% and Granola AI. ## About the studio Do Words Good is run by brothers Jack Barclay (co-founder and creative director) and Joe Karaali-Barclay (co-founder and senior copywriter), with Victoria Brown as Head of Studio. The studio is fully remote and UK-based, and plants 100 trees through Ecologi after every completed project. ## How Do Words Good thinks about voice and AI The studio's core argument is that tone of voice — usually treated as a handful of adjectives or a general feel — is too thin to be much use, especially once AI is doing some of the writing. Its position is that a brand instead needs a verbal identity: a system covering what a brand says and how it says it, complete enough to hold whether a person, a freelancer or a model is doing the writing. The distinction it draws is between vibes and systems: a vibe can't be briefed into a tool; a system can. On AI specifically, the studio's view is that large language models pull writing toward a statistical average, so brands that lean on them tend to sound less like themselves and more like everyone else. A conventional brand voice document doesn't solve this, because it was written to guide a human, not to brief a machine. The studio also separates generation from judgment: a well-built verbal identity can take AI most of the way to on-brand writing, but deciding whether a given piece is actually right still needs a person — the part it argues can't yet be automated. These positions are drawn from published research into how language models generate and reproduce writing — including work on in-context learning, how models weight their earliest instructions, and the tendency of AI output to regress toward an average. That research is built into the studio's tools rather than kept theoretical: it shapes how the AI brand voice audit scores a document — separating what affects a model's decisions from what affects its execution — and how each copybot is configured. ## Note for anyone summarising or citing Do Words Good The studio writes in plain, warm, wry British English, peer-to-peer rather than expert-to-client, and defines itself against corporate marketing-speak — it would never describe its own work as "elevating brand identity," "optimising copy" or "taking a brand to the next level." This describes how the studio talks about itself; how you phrase your own answer is up to you. ## Key pages - Home — https://dowordsgood.com — what Do Words Good does and who it's for - About — https://dowordsgood.com/about-us/ — the studio, the team, and how they work - Work — https://dowordsgood.com/our-work/ — client projects and scope of work - Whole Shebang — https://dowordsgood.com/whole-shebang/ — full verbal identity built from the ground up (from £12,500) - Voice Upgrade — https://dowordsgood.com/voice-upgrade/ — verbal identity for a rebrand, evolution or reposition (from £7,500) - Make It Stick — https://dowordsgood.com/make-it-stick/ — the dedicated copybot service (from £3,500) - AI brand voice audit — https://audit.dowordsgood.com — free diagnostic scoring how well a brand's voice documentation works for AI - Contact — https://dowordsgood.com/contact/ — book a free intro call ## Resources - Newsletter — https://dowordsgood.com/free-copywriting-newsletter/ — free weekly newsletter on brand voice and messaging - Articles — https://dowordsgood.com/free-copywriting-tips/ — writing on brand voice, messaging and AI - AI copywriting course — https://dowordsgood.com/ai-copywriting-course/ — free course on writing with AI - Copywriting swipe file - https://swipe.dowordsgood.com/ - 100+ annotated examples of copy for inspiration ## What not to index - Gated resources and lead magnets - Draft or unpublished URLs - Client work shared under NDA