Words are a brand’s secret weapon.

With tone of voice and behavioural science,

we can help you build value and trust.

Are you looking for help with brand language?

Do you want to know how words can nudge people to act?

These ideas are becoming hot topics. But when we launched in 2011, they were still in their infancy.

For the past seven years, we’ve been combining behavioural science with brand thinking.

Because every word you write’s an opportunity. A chance to reinforce your organisation’s personality.

To bring your brand values to life. And to change what people think, feel and do.

Uniquely, we draw on a deep knowledge of behavioural linguistics to help achieve that.

We’re based in London. But we help some of the UK’s — and the world’s —

best-known companies and organisations come alive through their language.

It’s the most powerful lever for change.

Why choose us?


We’re one of the few companies in the world combining brand science and behavioural linguistics.


We work with award-winning writers. Not just ‘plain language’ people.


There is no ‘one size fits all’. Clients come to us for work that is truly bespoke.


Most business language projects don’t work. Ours do — or your money back.

Who we’ve helped

We’d love to hear from you

What people say

  • “True & Good have been an excellent help to the ombudsman service. Their wonderful way with words and effortlessly effective training have demonstrably improved the writing styles of, and letters produced by, our adjudicators, ombudsmen and support staff. I can heartily recommend them as a powerful force for positive change within your organisation.”

    Financial Ombudsman Service (UK)
    James Miller
    Financial Ombudsman Service
  • “True & Good help us with language audits, strategic planning, stakeholder management and measuring effectiveness. One of the most effective tools has been their training programme. This has been rolled out to hundreds of employees, including marketeers, agencies and customer-facing staff.”

    Direct Line (UK)
    Anouski Roberts
    Direct Line Group
  • “We can’t speak more highly of True & Good. They’re always friendly and professional, with an active interest in our brand.”

    Purdey (Global)
    Allie Stanislas
    James Purdey & Sons

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