Ledbury Research: Brand development and tone of voice

Case Study


Ledbury Research

Type of Work

Tone of voice

Helping a specialist research company to stand out

Ledbury was a small research organisation whose specialism was high net wealth individuals. With a team of 35 people, their offer helped luxury brands and private banks understand the world of wealth.


We met Ledbury through a mutual client, Coutts. They saw the work we had done with the private bank and asked us if we could help them to better articulate what they offered – and perhaps more importantly, help them to refocus on their clients, rather than research processes.

It was an interesting situation. Ledbury’s research unearthed fascinating information about the lives, lifestyles and views of the world’s wealthy and super-wealthy. However, because they presented this insight in a research-focused, academic way, its impact could often be lost.

What we did

Initially, we audited all of Ledbury’s communications – from their marketing collateral, through to their reports and even their transactional information.

We spoke at length with the owners of the organisation, teasing out details of the company’s ambitions and direction.

We then created a tone of voice that conveyed a modern, forward-looking, intelligent and easy-to-work-with organisation. This was followed up with training for all researchers and marketers, as well as one-to-one coaching sessions for senior executives.


Ledbury’s offer became easier to understand, and its reports became instant talking points and sources of inspiration for their many luxury clients. 

Importantly, their offer became differentiated from the other research outfits working in their area – this led to Ledbury raising its profile and gaining clients beyond word-of-mouth recommendation. In the year following this piece of work, Ledbury was acquired by Wealth-X.

Wordtree’s team is bright, detailed-oriented, professional and straightforward.
They elegantly demonstrate what your writing is missing, and help you get straight to the bottom line. They help you to the learn the impact the right words can have – selling your brand and capturing your audience.

Laura Upper Operations Director, Ledbury Research

Keen to learn more? Check out our FAQs on tone of voice and executive communications training.