Refract Group2026
Voice and narrative
Say what you do, so anyone gets it.
Positioning, story and voice, so the site, the deck and the founder all say the same thing.
Story, positioning, voice spec
Three documents your whole company can write from. Short enough to be read, specific enough to settle arguments.
- PositioningWhat you do, who it’s for and why you, in a line the whole team agrees on.
- StoryThe narrative behind the site, the deck and the pitch, told the same way each time.
- Voice specHow the company sounds, with examples of what to write and what not to.
How we distil a narrative
- GatherEvery pitch, page and call recording, and the people who give them.
- Find the lineThe thing customers repeat back when it lands.
- Test itOn the site, in the deck and on calls, then listen.
- Write it downPositioning, story and voice, with examples, for everyone.
A free rebuilt hero.
Send us your homepage. We’ll rewrite the first screen, headline, line and button, and send it back with the reasons. Use it or don’t.
- Free
- Back within a week
- No call needed
Ways to start
A perception audit
What customers, staff and the market actually think of you, and the gap to what you want them to.
A brand project
Positioning, name, identity and voice, built together and handed over with the rules.
An ongoing partner
Someone who knows the brand on call for launches, campaigns and the next hard decision.
Questions
Ask usCopy comes after. This is deciding what to say, so every piece of copy afterwards is easier.
The founders, someone from sales and someone who talks to customers. A few hours each.
A positioning line, a story, a voice spec with examples, and the rewritten homepage hero.