Close-up of Jen smiling in a green beanie and dark jacket, with snow-covered trees behind her.

Brand voice guardian for outdoor & sports brands

YOUR BRAND VOICE, CONSISTENT & CONNECTED

I help outdoor brands and sport-focused organisations connect with their audiences and communities through clear, consistent brand messaging and communication.Copy editing, tone of voice, and brand voice support.100% human.Build it. Protect it. Keep it you.

BRAND VOICE GUARDIAN

Stop your brand voice going rogue

You can push it. You can get weird. Just don't go rogue.As your brand voice guardian it's my job to make sure your brand stays recognisable, whatever the situation.Your brand voice doesn't need to be on a tight leash, it needs someone to look after it with just enough control.

Top-down view of Jen in an olive-green knitted jumper and black trainers, hands resting on a closed laptop on her lap.
Jen smiling while opening her laptop, sitting at a wooden table, with stacked logs and a snowy window view behind her.

Brand voice drift

Brand voice is the crucial behind-the-scenes stuff that influences how your brand makes people feel.It's knowing whether your brand talks about paths or trails, is part of a tribe or a crew, goes for a ride or a pedal (only me?).These details can get lost as teams grow and deadlines were due yesterday.And before you know it, your brand's voice will drift just enough that it doesn't ring true anymore.Let's get it back on track and keep it there.

SERVICES

Brand voice, messaging & copy editing services

Build it. Protect it.

BUILD IT

Brand audits

The starting point for founders and fast-growing organisations who want to make sure their brand is keeping up.Identify any inconsistencies in your brand messaging, then get them sorted.Quick, simple, jargon-free.And followed up with an action plan to get things back on track.Delivered within a week.

BUILD IT

Brand voice guides & workshops

Give the copywriters, content creators, agencies, internal teams, and AI you work with clear guidance to your brand voice.Reference guides, workshops, or a mix of both.Minimise edits, stop second-guessing, reduce frustrations, and put your focus back where it's needed.They'll love you for it.

PROTECT IT

Your brand voice, in safe hands.
Every month.

Need a copy chief, extra pair of eyes, or your AI-generated content to sound more like you and less like everyone else?Monthly retainer support for leaders, founders, marketing managers, content creators, and copywriters.Starting at €250/month.Go on, get a human involved.

PROTECT IT

Copy editing & content projects

When it's your brand, it's harder to spot the gaps because everything already makes sense to you.Get my fresh eyes on your onboarding sequences, e-comm projects, website refresh, transactional emails, internal comms, and client-facing documents.Or, step back and let me keep your brand voice on track across multi-content projects.On time. On budget. On brand.

WORKING TOGETHER

Brand voice for outdoor & sports brands

Build it. Protect it.

Manager? Founder? Head of...?

Your exact title isn't important to me. What matters is that you care about the brand you're working for, and you're a good egg.If you're juggling content written by a bunch of people and your brand voice is starting to drift, let's stop it before it goes completely rogue.Email me with some details or set up a call and I'll see where I can help.No hard sell, I promise.

ABOUT YOU

Side-profile image of Jen next to splitboard tracks in the snow. She's smiling, wearing black clothing, a grey beanie, snowboard goggles with a pink strap, and a backpack. Snow-covered mountains and a partly cloudy sky are in the background.
Side-profile image of Jen next to splitboard tracks in the snow in Avoriaz. She's smiling, wearing black clothing, a grey beanie, snowboard goggles with a pink strap, and a backpack. Snow-covered mountains and a partly cloudy sky are in the background.

ABOUT ME

Hi, I'm Jen

Brand voice geek; chionophile.I've managed agency website & digital marketing projects; run Scotland's only on-snow Ski & Boardercross; volunteered for POW UK; worked for Streetsport; edited copy for leading outdoor brands; set up and overseen a snowsports coaching programme; and recently dabbled in a little bit of FR>EN translation.On the surface it's a bit of a mix.Through it all I've learnt how to use clear, consistent communication to build trust and connection with everyone from 5 year olds to the C-suite.

"A super reliable editor with a knack for brand voice"- E-comm project for global outdoor clothing & equipment brand

"Jen is the triple threat - strategy, tactics and execution."- Email marketing client

"This blog is phenomenal. It's written by me better than I could write about me!"- AI-assisted and human-edited project

Get me in your inbox

Weekly emails about brand voice, communication and figuring out how everything fits together

Black and white illustration of a group of diverse stick figures of varying sizes representing a community, with a black speech bubble above them containing the white text "Certified Carbon Literate".

I donate 1% of my annual profits to Médecins Sans Frontières

Based in the Alps, working world-wide
© Jen Surma 2026