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Why tone of voice is every organisation’s business

Chantal Palmer — Wed, 04 Feb 2026 16:45:48 +0000

When most people think about “tone of voice”, they imagine glossy brand bibles and large marketing teams. But tone isn’t just for the giants. It’s the most human part of your brand and it matters just as much when your team is only ten people strong and juggling a hundred jobs!

That’s what makes defining your tone of voice such a powerful act. It’s not a vanity project, it’s about consistency, connection and culture. Done well, it can unlock clarity and confidence across your whole organisation, build trust and, crucially, save time! That’s what we saw firsthand when we partnered with Cambridgeshire ACRE.

“At Cambridgeshire ACRE, we’re a small team with big ambitions. With 18 staff all communicating in slightly different ways, I knew we needed a consistent tone of voice. Something that could reflect our newly developed organisational values and help us speak with one voice while still sounding human and approachable.” – Cambridgeshire ACRE

Helping Cambridgeshire ACRE define a voice everyone can use

Cambridgeshire ACRE is a respected charity that’s been serving rural communities for over a century. They’ve grown steadily, and with that came a familiar challenge: more people writing on behalf of the organisation, across social media, in reports, as part of funding bids and in blog posts, but without a shared language or reference point.

Our work together started with a simple need: to help everyone write in the same voice, regardless of their role. But it quickly became something bigger. We surfaced the personality that already existed – approachable, passionate, grounded – and shaped it into something practical, human and, above all, useable.

“What came back was a set of values and a tone of voice that sound exactly like us: clear, warm and rooted in what we believe in.” – Cambridgeshire ACRE

The process: giving Cambridgeshire ACRE a shared language

We created a framework that:

Defined four tonal scales, (e.g. formal vs casual, serious vs funny), each with a clear rating that reflects where Cambridgeshire ACRE naturally sits.
Translated those tonal scales into practical do’s and don’ts, with example phrases and before-and-after rewrites to show the tone in action.
Developed tone personas to help staff visualise how the voice should sound and feel.
Clarified “We are…” and “We are not…” statements, giving every writer a simple, values-led reference point.
Delivered training and tools that empowered the team to write with confidence and consistency, whoever the audience.

“Chantal and Hayley completely got it. From the first conversation, they understood what I was trying to achieve and why.” – Cambridgeshire ACRE

Embedding the tone with AI: the custom prompt

When we began working with Cambs ACRE, the brief did not include AI. But as we got under the skin of their challenge, with multiple people writing from different perspectives and all needing to sound consistent, we saw a gap. Our recommendation was to create a reusable AI prompt that would act as a writing support tool, stitching their new tone of voice into everyday content creation.

Part of our work included tailoring that prompt to Cambridgeshire ACRE’s voice. It helps staff generate first drafts in ChatGPT that hit the right level of formality, warmth and credibility right from the off. No more blank pages and no more guesswork.

“After sharing the final documents with the team, it became obvious that we needed a simpler way to embed them into everyday writing. Chantal responded brilliantly, creating an AI prompt that we now use as a tool to sense-check and strengthen everything from blogs to news stories.” – Cambridgeshire ACRE

The prompt was built on the tone of voice guidance we had co-created with Cambs ACRE, so that when someone uses it to draft a blog or social post, they can focus on telling the story of their project, the part they know best, with peace of mind that the wording will also hit the right tonal notes. In practice, it means even non-communications staff can produce copy that feels on-brand. It is already saving time, reducing stress and, crucially, it protects the brand personality at every touchpoint.

This was never about ticking a box. It was about thinking bigger, offering a solution they did not know existed until we raised it as their trusted partner. By proactively identifying the need, we gave the team a tool that makes their guidelines instantly usable, every single day.

“The AI prompt has been a real game-changer for us. It’s taken the pressure off staff who don’t write often, and given us confidence that our voice will come through every time.” – Cambridgeshire ACRE

The impact of all that work?

A unified voice across all written outputs means communications are now clearer, warmer and more efficient to produce. Everyone, from volunteers to trustees, knows how Cambridgeshire ACRE should sound. And just as importantly, how it shouldn’t. It matters because every interaction is an opportunity to inspire confidence, build trust and foster genuine connections.

“The difference has been immediate. Staff feel more confident in their writing, knowing they have a tool that helps them communicate clearly and consistently. One colleague, who had never written for an external audience before, used the prompt to draft a blog, submitted it and was genuinely moved by the positive response.” – Cambridgeshire ACRE

What happens if you don’t define your tone?

Without a clear, shared tone of voice, organisations face a number of emerging risks:

Mixed messages: Audiences hear one thing from a newsletter and another from a policy paper. Confusion sets in.
Reduced trust: Inconsistency creates a sense of unreliability, especially for funders and partners.
Internal friction: Colleagues second-guess each other’s writing. Rewrites and approvals become bottlenecks.
Lost identity: Over time, the personality of an organisation dilutes until it’s just… words.

None of these are show-stoppers in isolation. But together, they chip away at confidence, internally and externally. A clear tone doesn’t just solve this; it prevents it altogether.

Why this work matters now

Tone of voice isn’t just about sounding good. It’s about sounding like you. As organisations grow, adding team members, broadening audiences, communicating more often, it becomes harder to sound consistent. And yet that’s when consistency matters most.

For organisations like Cambridgeshire ACRE, who balance professionalism with community connection, tone becomes the thread that ties everything together. It’s not a luxury. It’s infrastructure.

Our advice to growing organisations

If you’ve never thought about your tone before, now might be the time if:

Multiple people are writing on behalf of your organisation
You’re working across different platforms or channels
You’re applying for funding or building partnerships
You want to save time and write with more confidence
You’re integrating new people into the business

You don’t need a 50-page tone of voice document. But you do need clarity, a shared understanding and a way to put it into action.

And if you’re ready for help…

Keystone can guide you through it. We work closely with teams to surface their authentic voice, define what good looks like and embed it across everything you write. The result? Communications that feel more human, more consistent, and more you.

If that sounds like what you need, let’s chat.

“I wouldn’t hesitate to recommend working with Chantal. She was responsive, positive and supportive throughout and the end result has made a real difference to how we communicate with the world.” – Cambridgeshire ACRE

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Cambridgeshire Libraries

raslade — Tue, 02 Dec 2025 18:13:42 +0000

A three-year campaign for a vibrant and inclusive arts programme.

Client: Cambridgeshire County Council

Brand, Campaigns, Digital, Engagement, Local government, Strategy

The challenge

Cambridgeshire County Council’s The Library Presents (TLP) programme brings affordable, high-quality arts and entertainment to libraries across the county. A loyal fan base had supported the programme’s previous 10 seasons, so their challenge wasn’t about quality or consistency. Instead, it was about reaching new audiences, particularly non-library users and those usually engaging with the arts.

Our focus was to build on the programme’s existing impact and expand it. And connect with new audiences – digitally, locally, and inclusively.

Our approach

To grow TLP’s digital profile and increase online engagement, we followed a two-stage approach.

A discovery workshop helped uncover barriers and reshape the programme’s messaging. Refreshing the branding delivered another quick win that unified the programme’s visual identity.

Drawing on fresh insights from each season, we were able to develop and implement a refined digital strategy by season three.

Delivery has focused on two key areas. Online content: Supporting the full programme cycle – from promoting public involvement in artist selection to driving awareness and ticket sales during each 3–4 month season.

Community engagement: Targeted outreach to connect with audiences based on specific demographic and geographic priorities.

Impact

Digital awareness and engagement grew steadily:

25% increase in followers
7% increase in engagement rate
Digital increasingly cited as a marketing source during audience feedback

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Merton Council

raslade — Thu, 27 Nov 2025 16:17:34 +0000

Brand identity visuals and messaging built with co-design principles at the core.

Client: Merton Council

Brand, Digital, Engagement, Local government, Strategy

The challenge

Merton Council had repositioned their borough-run family services under one umbrella – newly known as the Merton Family Hub – and knew that a tailored brand identity was crucial. The new brand needed to appeal to local residents for greater service engagement and be representative of the borough’s unique diversity.

Our approach

We engaged internal teams, partners, and the local community through thoughtfully designed in-person and online activities, ensuring every voice shaped the creative process. Audience insights guided the development of a clear brand position and bold visual identity for the Merton Family Hub – fully embraced by all, including the Council’s internal comms team, who were equipped with assets and guidance to bring it to life. A targeted campaign plan then supported rollout across Merton’s communities.

Impact

Co-designing the brand through meaningful engagement with internal and external stakeholders led to strong adoption of the Merton Family Hub brand within the council, and high recognition among families seeking support.

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Keystone’s innovation and creativity supported Merton to produce a warm and welcoming Family Hub visual identity.

Merton Family Hub Transformation Team

Co-designed brand and engagement approach unified services so families recognised, understood and embraced the Family Hub.

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Renovation Underwriting

raslade — Thu, 27 Nov 2025 16:16:38 +0000

From a masterpiece to a masterstroke - a creative campaign twist like no other.

Client: Renovation Underwriting

Commercial, Engagement

The challenge

How do you take an industry often (unfairly!) regarded as dull, and show that it’s actually full of creativity? Engage the power of surprise and delight!

Our approach

What started as a curveball idea during a concept presentation quickly became a brand-new campaign, and Renovating the Classics was born. Playfully named to reflect both our client’s business and the industry they operate in, the campaign reimagines iconic artworks with a modern, unexpected twist.

The first four original pieces were revealed at a secret launch event for VIP guests in London. Since then, the artwork has travelled to flagship industry events and been displayed in broker offices across the country.

A campaign video and online content continue to drive awareness, with six more pieces set to launch in 2025–2026.

Impact

The campaign has consistently sparked conversation and encouraged professionals in the insurance industry to rethink the role of creativity in their work. As one guest at the launch event summed it up: “I don’t regard myself as creative in any way, but it’s got me thinking – how can we look at insurance in a new way? I’ll go away and have a think about it on the train home and think about what I can do, in a small way.”

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Katherine Hesketh

raslade — Thu, 27 Nov 2025 09:51:54 +0000

Right message, right place, right time – that’s my mantra

What do you do at Keystone – and how does that help our clients?

Right message, right place, right time – that’s my mantra for a successful campaign. I focus on helping our clients craft communications that their audiences simply can’t ignore. The end goal is to build real connections that last. We get there by telling stories, creating hooks with authentic messages and producing engaging and rich content.

In nearly all cases, everything that we need to create these communications is already sitting within our client’s organisation. It’s my job to tease it out.

Tell us about the moment you thought: “Yes! This is why I do this job.”

One of my favourite moments in any project is the point where I see the client relax. Witnessing that trust is incredibly rewarding. For me, it’s proof that I’ve built a good relationship, earned their confidence, and given them back the headspace they need to deal with their other projects.

What’s a personality trait you bring to work that doesn’t show on your CV?

When I make a commitment to something, I make myself accountable and I see it through no matter what. Call it stubbornness, grit or dogged determination. If I’ve said I’m going to do something, I will.

What’s one thing clients always appreciate about working with you?

I’ve been called “Keystone’s voice of reason” because of my thorough, thoughtful, and strategic approach. I’ve got an inquisitive mind that explores the beginning and end with problems or solutions, including everything in between. I think I’m the perfect ying to Chantal’s yang.

If you could give one tip to someone choosing a marketing partner, what would it be?

Never underestimate the importance of finding a marketing partner whose personality fits yours. Skills matter, but so do the trust and ease that come from simply getting on well together. With the right chemistry, the relationship feels collaborative – and you’ll bring out the best in each other.

Katherine Hesketh

Head of Communications

katherinehesketh@keystone-marketing.co.uk

Meet the team

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Chantal Palmer

raslade — Wed, 26 Nov 2025 10:01:38 +0000

I’m the one waving my hands around and getting excited!

What do you do at Keystone – and how does that help our clients?

I take strategy and give it shape, turning it into brands, campaigns and visuals that make audiences stop, look and connect. Creativity becomes a tool for growth, not decoration.

Tell us about the moment you thought: “Yes! This is why I do this job.”

It’s that spark when a visual just clicks, when people respond, when conversations start, and an idea takes on a life of its own. That’s the magic I love; seeing creativity unlock attention and open doors for clients.

What’s a personality trait you bring to work that doesn’t show on your CV?

Boundless enthusiasm! I’m the one waving my hands around and getting excited! It’s not just about presenting a finished “ta-da!” moment (although I’ve got to admit, that’s fun), it’s also about helping clients feel part of the creative journey and making the process fun, inclusive and confidence-building.

What’s one thing clients always appreciate about working with you?

I hope that I make things feel clear and achievable. No jargon, no mystery, just a creative process that cuts through complexity and gives them the tools to shine in front of their audiences.

If you could give one tip to someone choosing a marketing partner, what would it be?

Choose someone who listens first, then creates. The best ideas don’t start with a sketchbook, they start with understanding, and the right partner will turn that insight into work that truly resonates.

Chantal Palmer

Head of Creative

chantalpalmer@keystone-marketing.co.uk

Meet the team

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Why earning independent accreditations matters when values are more than words

Hayley Williams — Wed, 08 Oct 2025 14:35:32 +0000

When Keystone began over 12 years ago, I set out to help ambitious businesses and community-focused organisations connect with people in meaningful ways. Engagement wasn’t just a service offered, it was – and remains – the heart of Keystone’s mission.

But I’ve always believed that meaningful engagement shouldn’t stop with our clients. It should run through everything you do as a business, shaping how you work with everyone – be it colleagues, partners, stakeholders and communities. Because engagement is about people.

As Keystone has grown, it has changed from ‘I’ to ‘we’, and with that brings responsibility. We want our values to be seen in action and not just be words on a page.

That brings us to recognition and its importance. Clients want their work recognised with their audiences, our team want to be recognised for what they deliver, and now we feel that Keystone should be recognised for our practices too. Over recent months, we’ve worked towards a series of accreditations that don’t just validate what we say but instead demonstrate – through independent assessment – that we’re putting our values into practice. And that’s something we’re proud to share.

So, as we continue to engage, grow, be responsible and gain recognition, we’re proud to have secured three accreditations that we feel fit perfectly with our mission, vision and values. We have taken a pledge with The Ethical Move, become accredited to the Living Wage Foundation as a Living Wage Employer, and are now Disability Confident Committed.

The Ethical Move: we market with integrity

Forget the smoke and mirrors – for us, marketing is fuel. Strategy-led, people-first, and designed to spark real change. But that isn’t us. To stay true to that philosophy, we have pledged with The Ethical Move, stating we:

Put people before the sale
Communicate inclusively, truthfully and clearly
Take responsibility for our part in changing the marketplace

For our clients, that means no confusion, no hidden small print, and a conscious effort to make marketing more transparent and responsible. It reassures clients and their audiences that they are reached with respect, honesty and inclusivity. For us, we want to play our part in shaping our industry in the most positive light, and one we are proud to be part of.

The Living Wage Foundation: we offer fair pay for all

Good business starts with fair pay, whether that’s for our colleagues or our clients, and for this we are delighted to be recognised by the Living Wage Foundation as a Living Wage employer.

The impact of paying the Living Wage is clear: 94% of accredited businesses reported benefits, with 87% saying it improves their reputation, and nearly two-thirds finding it helps attract and retain talent. Workers feel the difference too, with three-quarters of employees saying they’d switch to an employer paying the real Living Wage.

For us, this is about more than numbers. It’s about supporting our people so they thrive – because when they do, Keystone does, and so do our clients.

Disability Confident Committed: We are committed to creating opportunities

Over 18,000 UK employers are Disability Confident, creating thousands of opportunities for disabled people to thrive, and we have taken our first steps to ensure that nobody should be prevented from working with us because of a disability.

As a Disability Confident Committed employer, we’ve pledged to make recruitment inclusive and accessible, provide reasonable adjustments where needed, and support colleagues who develop long-term conditions. This is because it’s the fair and responsible thing to do.

We’ve also committed to create real opportunities through work experience, apprenticeships, internships and more. Like anything we work on, it’s about opening doors (to creativity, methods, communications) but in this case, it’s ensuring talent isn’t missed because of unnecessary barriers.

And as for our clients, they know that they are working with an inclusive partner who respects everyone, no matter the circumstances.

Why it matters

Accreditations aren’t just a vanity project – badges for our website or things to shout about in on social media or in reports. They are meaningful standards for us to live by and a public statement of intent of how we conduct ourselves. Our accreditations provide the social proof that we are embedding ethics, fairness and inclusivity into how we work every day. And we will continue this as we grow.

Ready to spark something brilliant, together? As we look ahead, we’re looking to partner with organisations who share our belief in purposeful, people-first engagement. If that feels like you, let’s start a conversation.

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NEN National event

raslade — Sat, 04 Oct 2025 18:33:25 +0000

Bringing a national event to an essential business support community.

Client: National Enterprise Network

Campaigns, Digital, Engagement, Nonprofits, Strategy

The challenge

The National Enterprise Network (NEN), the UK’s lead membership body for enterprise support, hosts an annual flagship conference and awards programme aimed at inspiring and connecting sector leaders—from Local Enterprise Partnerships to Growth Hubs. Faced with limited in‑house marketing capacity, NEN needed to elevate delegate engagement, showcase member achievements, and strengthen its position as the national hub of enterprise support.

Our approach

We provided a dedicated marketing manager as the single point of delivery across the event journey over several annual events—owning strategy, messaging, planning, communication and logistics. Working closely with NEN’s conference committee, our team developed a fully integrated marketing campaign, combining clear theme messaging, stakeholder engagement, delegate recruitment, awards promotion and post-event amplification.

Impact

Delivered consistently rising satisfaction year‑on‑year: with the years we orchestrated, most recently seeing 96% of attendees rating the speakers as Outstanding or Good, with 92% stating they would definitely attend future conferences.
NEN’s post-conference survey scores improved each year under our management, reinforcing the value of sustained strategic support.
The conference became the must‑attend annual sector event—strengthening NEN’s brand authority and member engagement.

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HubSpot implementation

raslade — Sun, 04 May 2025 12:23:07 +0000

Improving sales efficiency and customer relationships with HubSpot implementation.

Client: HubSpot implementation

Commercial, Digital, Engagement, Strategy

The challenge

A leading firm of crisis insurance and risk consultancy experts were ready to scale their specialist services in international markets, but didn’t have an effective customer engagement framework to match.

Our approach

As a long term Hubspot partner, we knew how impactful the software solution could be for this business, and after a period of consultation, the Keystone team fully embedded the new functionality into the business, with full staff training.

Impact

HubSpot now powers sales and marketing across the business’s key growth regions, providing a secure, centralised database of all customer and prospect data. With detailed categorisation and full visibility of activity, the team now works from a single source of truth.

engagement is tracked
marketing impact is measured
growth is supported by a scalable CRM.

Ongoing consultation with Keystone ensures continual optimisation, including the launch of a fully automated webinar series driven by the new system.

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Why we chose to sponsor the Cambridgeshire County Council Spotlight Awards

Hayley Williams — Fri, 07 Mar 2025 17:09:47 +0000

We’re known for our community engagement specialism, and get to work with brilliant individuals and teams within local authorities in the creation and execution of campaigns. So when we saw the opportunity to be part of an event congratulating those who work at one of the Councils we serve, we signed up immediately!

The Spotlight Awards took place during an evening of celebration on Tuesday 4th March, where the people and teams of Cambridgeshire County Council were recognised for their outstanding achievements in helping to deliver the Council’s vision of creating a greener, fairer, and more caring Cambridgeshire. Keystone’s Hayley and Chantal joined shortlisted finalists, award sponsors and other invited guests at The Cambridge Belfry in Cambourne for the awards ceremony.

267 nominations were received from across all parts of the council, from which the judging panels produced a shortlist of 34 individuals and teams. Key successes acknowledged at the event included:

an unwavering commitment to children and young people in care
projects to help children reconnect with nature and encourage biodiversity
commitment to advancing equality, diversity and inclusion across the county
the work supporting the Gypsy, Roma, and Traveller communities to access opportunities which may not otherwise be available to them.

The winners of the 11 award categories were:

Team of the Year – Winner: Cambridgeshire Virtual School Team. 
Colleague of the Year – Winner: Fran Marshall, Principal Social Worker. 
Compassionate Leader of the Year – Winner: Allison Box, Holiday Activities and Food (HAF) Programme Co-ordinator. 
Greener Award – Winner: Cambridge City Child and Family Centre. 
Fairer Award – Winner: Sean Figura, Technology Enabled Care (TECS) Leader and Jaye McLaughlin, Insight Analyst.
More Caring Award – Winner: Marie Ludlam, Changing Futures Services Manager. 
Inclusion and Belonging Award – Winner: Thabang Thacker, Sean Figura, Technology Enabled Care (TECS) Leader and Jaye McLaughlin, Insight Analyst.   
Collaborative Award – Winner: Rose Wilson, Project Development Officer. 
Accountable Award – Winner: March Library Team. 
Respectful Award – Winner: Kevin Delaney, Senior Digital Officer. 
Excellence Award – Winner: Toni Scrivener, Support Worker, Huntingdon Community Centre Day Service.

Cllr Lucy Nethsingha, the Leader of Cambridgeshire County Council, said:

“It’s been wonderful to celebrate the contributions from all these individuals and teams. 

“It’s testament to the commitment of the county council’s workforce that even more nominations were received this year; it was a tough decision for the judges to select the winners in each category due to quality of all the nominees. 

“Our people are critical to the work the county council does for residents, and their dedication and energy is helping to create a greener, fairer and more caring Cambridgeshire, every day.” 

Dr Stephen Moir, Chief Executive of the County Council, who hosted the awards ceremony, said:

“Congratulations to everyone who was nominated and especially to those who won.  

“I’m very proud of my colleagues who demonstrate the best of the county council’s work. My heartfelt thanks go out to our sponsors, without whom the event could not have happened.  I’d also like to commend the work of our communications and HR teams for their care in planning, organising, and delivering the awards this year.  Such a great celebration is only possible when enabled by the work of people behind the scenes, not just those in the spotlight.” 

The awards, entirely funded by sponsors, are now in their second year – and Keystone Marketing sponsored the event styling. The event was a true reflection of the Council’s vision and values, and we congratulate all the winners, highly commended entries, and the full list of nominees.

The full awards press release is available on the Cambridgeshire County Council website.

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