Going through the copywriting change

(how I transitioned from writing ads to creating brand voices)

I’ll try and make the intro bit quick, because it’s been a pretty convoluted path to get to where I am today.

• Studied graphic design, but fell in love with writing.
• Landed a job in a London ad agency (writing and art directing).
• Spent the next 20 years ‘doing’ ads.
• Took role as joint Creative Director (copywriting).
• Co-ran a creative agency for 14 years doing a bit of everything.
• Have freelanced as a Brand Voice Copywriter since 2017.

So. Design to writing to art directing to creative directing to running a studio to brand voice. Simple.

Fact is, none of it was planned. Doors opened, I gave them a nudge, walked in and worked it out as I went along. Every swerve and curve toughened me up. But the biggest, toughest swerve was going from creating campaign ideas as a Creative Director to working on tone of voice at a brand strategy level. They’re sort of related, but it’s still quite a shift.

So how did I pull it off?

Have a slug on an experience and self-belief cocktail

When we started our creative agency back in 2003, we had no clients and no idea what was to come. My biz partner and I were both from ad backgrounds. Safe to say, I assumed that’s what we would end up doing and being – an advertising agency.

Turns out, the universe had different ideas. Advertising was part of the mix, but only a small part. More like a handful of sugar springles than the cake. The main thing we found ourselves doing was building brands from scratch.

Well, we all love a challenge. This was an unfamiliar world to me, but one I threw myself into feet first. And with hindsight, one of the best things about building brands from the foundations up, when you’ve never done it before, is, there are no rules. You make it up as you see fit.

Of course, I’d worked alongside brand designers. I’d had to work with tone of voice guidelines. It was a place I was sort of familiar-ish with, but I’d always followed, not led the way. It’s amazing what you don’t know you’re capable of until you have to grit your teeth and do it anyway.

There were no how-to guides I could find that made things any easier. I just had to tap into whatever had got me to that point, plus a huge dose of common sense, intuition and nervous energy. So I made up my own brand workshop structure. I invented my own exercises. I learned very quickly what worked and what didn’t. I found my feet. But what I wasn’t expecting, was that once I was over the stage fright, I absolutely loved being in the brand driving seat.

During those early brand-building years I ran brand workshops with dozens of clients. Helped create new brands for startups, and rebrands for established clients who needed to reinvent themselves. Accountants, Charities, Construction, Corporate Training, Education, Engineering, Healthcare… all sorts.

Now, bear in mind I’d come from years cocooned in the creative department. A million miles away from a client-facing role. Here I was, running interactive workshops with bunches of clients and trustees. Performing in public. And getting a buzz out of it.

This was the opposite of my comfort zone. But, I loved it. Conjuring up the workshop exercises, facilitating, making sense of the findings and presenting it all back, before shaping it into the foundations of a new brand identity – words, pictures, guidelines and all.

This was my training ground to turn myself from an Advertising Copywriter into a Brand Voice Copywriter. Even if I didn’t realise it at the time.

If you want to do it, you need to believe you can

Then when I went freelance in 2017 I made it official. I started calling myself a Brand Voice Copywriter. And because of all that experience, not only did I believe it, I knew I could deliver. Not just words and ideas, but the strategic thinking that helps brands define themselves. Ooh, get me!

I’m writing this at the soggy end of 2025 and I’ve been wearing the Brand Voice/Tone of Voice/Brand Language badge for almost nine years. Am I an expert? Hmmm… not sure about that, I’m still learning and growing (which makes it a whole heap of fun). But I would dare to say I’m very experienced and pretty darned good at it.

This new (okay, I’ve had 22 years working at it, but still feels fresh and exciting) role in writing for brand has given me an insight into so many different industries. This last couple of years alone, I’ve helped develop brands in Architecture, Business Training, Charity, Design, Education, Entertainment, Healthcare, Homeware, Investment, Music, Pet Food, Property Development, Road Safety, Travel… ‘pin ‘eck.

I do the brand workshops, naming, positioning, tone of voice guidelines and ToV training. On top of that, I get to write websites and messaging and even the very occasional advertising campaign. So much depth and breadth – lucky bugger.

If you’d have asked me if I wanted to be a brand voice Copywriter in 2003, you may as well have asked me if I wanted to be a Splumf Noggler. I didn’t know what one was. I didn’t know what it entailed. And I certainly had no inkling if I’d enjoy it. But then a door opened and I gave it a nudge.

Next stop, Broadway (?)

Love and patience.

Jonathan x

Jonathan Wilcock (that’s me) is a Senior Freelance Copywriter.
You can drop me a line here, or email jonathan@sowhatif.co.uk