Strong Language

Christopher West

A great brand voice grabs attention, persuades your audience, and builds loyalty. But as the number of brand channels explodes, organisations are finding it harder than ever to create a consistent, differentiated brand voice and express exactly what they stand for.

In Strong Language, international tone of voice expert Chris West walks you through the process of creating a compelling brand voice – and getting everyone to use it from day one.

Discover the three levels that every brand voice operates on, and learn step-by-step how to create practical tone of voice guidelines, flex your brand voice for different situations, and get organisational support to create the change you want.

Drawing on his experience working with hundreds of brands – including Alphabet’s Moonshot Factory, Harry Winston, the world’s biggest carmaker, and startups in fintech, edtech, and skincare – Chris West’s Strong Language framework will guide you to the breakthrough voice you need to outsmart and outperform your competitors.

Press & Praise

Peter Markey, CMO of Boots UK

This is the book that will help you create a brand voice your customers (and your CEO) will listen to.

Jason Gissing, Co-Founder of Ocado

This book, like Chris, is full of bright ideas; it's clear and will get you thinking. Simply, this book will change what you're doing with your brand language forever.

Alan Rusbridger, Principal at Lady Margaret Hall (Oxford University) and former editor, The Guardian

Clear language is a pleasure to read and an essential tool to succeed in almost any business in the twenty-first century. Chris West has been thinking about brands and the words they use for a long time. This book distills a lifetime of wisdom... in language that's a pleasure to read.

Chris West is the Founding Partner of Verbal Identity, the world’s most successful strategy agency specialising in the power of language. His firm has guided global and national brands, relaunches, and start-ups, from B2B and B2C to tech and luxury and everything in between, including LVMH, BASF, the John Lewis Partnership, Toms, and the global skincare growth brand Votary.

A multi-award-winning copywriter, Chris also contributes to national newspapers and guest lectures at business schools. Chris lives in Oxford, England, with his wife, twins, and a handful of Siberian Forest cats.

You can find him online at

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