In building a brand for your business, you'll be adopting a tone of voice to suit that brand and communicate with customers. Brand expert Julie Cottineau (

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) has come up with three types of tone. Which one are you?

Julie Cottineau

'A great brand is a story well told and words and images working together make for the strongest kind of brand story,' says brand expert Julie Cottineau of 

Julie sets out three different types of tone of voice you can adopt, depending on the relationship your business has with customers:

This is clean wording to complement clean visuals and packaging. Think 

Bold and authoritative statements and big headlines are matched with rich colours to define the expert brand. Look at 

An increasingly popular tone and business type, this is 

 which brings together all the beauty supplies you need in one box. The tone and imagery is friendly and accessible.

Building A Business Brand

Whichever tone you are, be consistent across all communications, via the website, packaging, in-store (if this applies to your business) and in print adverts and materials.

' to access more advice on how to perfect branding, on a budget.

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&lt;p&gt;I am a &lt;strong&gt;chartered certified accountant&lt;/strong&gt;, having earned a respected reputation in the field of accounting, with more than &lt;strong&gt;15 years of experience&lt;/strong&gt; in working with small and medium-sized enterprises.&lt;br /&gt;
&lt;br /&gt;
Having worked with business owners ranging from one-man start-ups to large companies requiring different level of services, I have developed a passion for the profession and I am driven by the success of my clients.&lt;br /&gt;
&lt;br /&gt;
I have spent many years in business working at boardroom level, holding various positions before being motivated to start my own practice, Makesworth Accountants, where I have blended my technical skills in accounting and tax with my business skills derived from my time in the industry.&lt;br /&gt;
&lt;br /&gt;
I have embraced the changing times and technologies and strongly agree that accountants are moving from being number crunchers to being reliable and trusted advisors. Throughout this process, Makesworth has been able to secure various affiliations and awards:&lt;br /&gt;
&lt;a href="https://makesworth.co.uk"&gt;&lt;strong&gt;Affiliations&lt;/strong&gt;&lt;/a&gt;&lt;/p&gt;

&lt;p&gt;&lt;br /&gt;
IPSE Endorsed Accountants&lt;br /&gt;
Investors In People Accredited&lt;br /&gt;
ICAEW Training Employers/ACCA Approved Employers/AAT Approved Employers&lt;br /&gt;
Institute of Certified Practising Accountants (ICPA)&lt;br /&gt;
The Society of Professional Accountants (SPA)&lt;br /&gt;
2020 Group&lt;/p&gt;

&lt;p&gt;&lt;a href="https://makesworth.co.uk"&gt;&lt;strong&gt;Awards&lt;/strong&gt;&lt;/a&gt;&lt;/p&gt;

&lt;p&gt;&lt;strong&gt;Finalist: Best Brand Building&lt;/strong&gt; (British Accounting Marketing Awards)&lt;/p&gt;

&lt;p&gt;&lt;strong&gt;Highly Commended: Independent Firm of The Year - South-East, England 2019&lt;/strong&gt; (British Accountancy Awards)&lt;/p&gt;

&lt;p&gt;&lt;strong&gt;Shortlisted: Accounts and Tax Adviser of the Year 2019 &lt;/strong&gt;(The British Business Awards)&lt;/p&gt;

&lt;p&gt;My objective is to add value to my clients&amp;rsquo; businesses through the application of my extensive experience and knowledge in accounting, tax, HMRC investigations, business start-ups and much more.&lt;/p&gt;

&lt;p&gt;You can expect us to provide expert solutions for your business needs no matter what business model you have. You will receive a cost effective service and a free initial consultation.&lt;/p&gt;

Chartered Accountant

Accountancy, Taxation and Business Advisory

Accountancy, Taxation and Business Advisory Services in the UK

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Are you the Innovator, Expert or Curator?

Tone 1: The Innovator

Tone 2: The Expert

Tone 3: The Curator

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