BEAVERBROOKS
Writing TOV guidelines is one of my favourite things to do as a copywriter. So you can imagine my reaction when I was tasked with writing a new tone of voice and a new toolkit for Beaverbrooks jewellers.
“We’ll become the Claudia Winkleman of the jewellery domain.”
After testing various celebrity personas such as Adele and Holly Willoughby, the Beaverbrooks’ team felt Claudia Winkleman was the perfect match for their brand. So, with her in mind, our new behaviour would consist of enthusiasm, quirkiness, creativity, warmth, supportiveness and inclusivity with a great sense of humour.
I was tasked with writing Beaverbrooks’ brand new TOV. This included researching and studying the nation’s favourite celebrity personas and seeing how we could adapt their voice to our advantage. I wrote a manifesto and demonstrated how this new TOV would work across Beaverbrooks’ socials.
My Role: TOV Toolkit Copywriter
The Manifesto
We wish to captivate peoples’ hearts and move them to embrace a more giving approach to life. But let’s be frank, we’re full of opinions. (Not the bossy kind, more like the overactive imagination kind).
Day-to-day is hectic (with a capital H) and there’s never a dull moment with our families who are (very) loud, a little (extremely) silly and (exceedingly) loving. So let’s take a minute to sip a glass of vino and treat ourselves to something that makes us feel, well—a gazillion dollars.
We can dress up to the nines or dress down and still feel like a Goddess.
We’re proud of our jewellery collection, from our outstanding assortment of necklaces to our dazzling earrings. But even more important than (dare we say it) jewellery is this:
True contentment is when what you say, and what you do align. With that in mind our mission is to encourage you to be your most authentic self and as a result, inspire contentment, love, a kind word with a wink and a smile. Or a sparkly gift (from yours truly) that says, “you’re one in a million.”
