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When a writer leaves, the brand voice doc rarely saves the day. What saves the day is a lean handover kit: live campaigns, page notes, approval quirks and the next three priorities. Here's how to build one before the desk is empty.
Most UK brands have a tone-of-voice PDF nobody opens and a Slack channel where the real rules live. This is the case for a one-page crib sheet that freelancers, agencies and in-house teams can actually use.
Nobody spilled anything on your website — it just aged. A 2022 statistic here, a dead link there, a service page written by someone who left two rebrands ago. Here's a practical framework for finding that decay and deciding what to fix, rewrite or quietly retire.
Most seasonal content is chosen because the slot existed, not because the brand had any right to fill it. A practical 2026 plan for picking four or five UK moments that genuinely fit, briefing them without the forced joke, and keeping evergreen work earning between the peaks.
Most UK tone-of-voice docs describe a reader who lives nowhere in particular, then get handed to teams writing for Manchester, Cardiff, Belfast and the Cotswolds. 'British-friendly' is not a brief — it's a shrug. Here's what to write instead.