Brand writing workshops

TL; DR

What is it? Writing workshops that help teams find their voice, and how to blend brand voice with personal opinions so brands can hit their communications goals. 

Why are they needed? Across senior leadership, sales and marketing, you need your teams to communicate your position. But people are hesitant to publish. Soapbox - the name of my method - narrows that gap.

Who is this for? Organisations who are struggling to be seen an known as leaders, despite having teams of skilled, talented and seemingly confident people.

What difference does it make? After Soapbox workshops, people are more confident, more able to hit their goals and start achieving their ambition.

"Whether that's writing my next Youtube Script, email newsletter, or a LinkedIn post, Ann's tools have been a lifeline when I've been stuck."  Lizzie Benton, CEO, Liberty Mind.

Brands grow when your ideas are shared. 

Writing is painful: trying to articulate your thoughts and beliefs is hard. Putting them out into the world for scrutiny is even harder.

But employers need leadership and staff to write about the work they're doing. And most of us have 73 drafts in our folders, but we can't quite press "publish".

Soapbox can make it easy for people to start publishing for themselves and their employers, all in one workshop.

Your leaders aren't writing.

  • Is good work going unshared?
  • Does everyone's writing sound utterly different?
  • Or worse - does your brand sound like ChatGPT?
  • Are journalists skipping your organisation?


Overthinking every sentence?

  • Wish you could overcome the LinkedIn cringe?
  • Furious about idiots sharing outdated views?
  • Bursting with ideas for a Substack but think you have nothing to say?

How can Soapbox help?

Soapbox helps people to understand the psychology and neuroscience behind their fear of writing, how to find their writing voice, and how to build a writing habit that lasts.

Here’s how it works:

  • The science of writing. Writing is a physical, neurological and mental process. By explaining basic science, your teams will have more compassion for themselves, and practical tips to help them begin and maintain their publishing.
  • Using their own words. Your audience wants to read pieces written by humans. Your leadership and staff want to maintain your brand voice, and they're worried about relying on ChatGPT. I'll help your people find their words and how to blend them with your brand, to create unique content that will extend your brand.
  • A practice that lasts. You have a brand voice pdf and everyone has good intentions. But in Soapbox, we'll work on understanding how much people can write, their blockers, and how to build an inhouse support team that will transform your organisational communications.
Photo of Ann taking notes.

Are the effects long-lasting?

Soapbox is a method, so it scales: your experts can turn their knowledge into a post, a pitch or a podcast episode that delivers lasting results for your brand.

Image of contributor

Lizzie Benton, CEO, Liberty Mind

"There's so much noise on social media these days that you worry if you're starting to sound like everyone else. I knew I wanted to get better at writing and for it to truly be me rather than some AI slop.
Thanks to Ann and her fun style of nurturing our unique experiences, I feel far more confident in my writing and getting my voice out there. Whether that's writing my next Youtube Script, email newsletter, or a LinkedIn post, Ann's tools have been a lifeline when I've been stuck." 

Who is Soapbox for?

Soapbox is a workshop for brands and teams who need to write about their work and shape opinion.

Soapbox is for your team if you have:

  • Teams who should be writing about their work but aren’t professional writers
  • Founders and senior leaders who want to write and post, but don’t feel comfortable publishing their own work
  • Sales teams who should be leading community-selling campaigns
  • Organisations with a brand voice that nobody is using
  • Researchers and experts who know a lot and struggle to say it simply

Soapbox isn't for your team if you:

  • Don’t see the value in training people to write
  • Know your brand voice isn’t working
  • Haven’t invested in creating a brand voice

Does Soapbox provide value?

I’ve delivered talks and training across clients and roles including x+why, Collectiv Food, and Built By Us.

+26%

After just one Soapbox session, people's confidence in their ability to publish their writing increased by 26%. This matters, because each person who joined wanted to share their view and opinions online.

What people are saying about Soapbox

Soapbox testimonial

Sarah Harding, Fractional Chief Communications Officer.

"I came away feeling like you had helped me press the bruise of why I feel paralysed about writing for my business and showed me that it didn't actually hurt and I need to get back up, dust my knees off and get on with it. (And thank you for not saying Authentic Self!)"

"Soapbox was just what I needed to start shifting my thinking. I took a step back and started thinking about how I wanted my writing to come across." 

Image of contributor

Hilary Scott, sub-editor and writer

Image of contributor

Sascha Evans, founder and CEO, Neurocolours 

"Ann has encouraged me to own my achievements, rather than bury them, and helped me to develop a way of describing them that is authentic." 

Pricing

From £2,500 + VAT, for a half-day session for up to 12 people (2.5 hours face-to-face time, plus time for breaks). Any additional costs will be agreed in advance.

Price includes:

  • Meeting with you: briefing, preparation, signing off the agenda
  • The workshop(s)
  • Materials (sticky notes, pens)
  • Playback to you: findings, learnings, and next steps

Prices do not include:

  • Travel
  • Accommodation (where necessary)

What happens after a Soapbox session?

After your Soapbox session, you’ll have a check in, where your team's questions will be addressed, their progress will be assessed, and you'll receive practical on-the-spot advice to keep your team writing.

Who runs Soapbox?

I’m Ann Storr, and I’ve been working in communications for over twenty years. Coaching academics, channelling founders, and shaping the stories of teams across public, private and charity sectors, my approach starts with the belief that everyone has a voice and a story to tell. But so many of us believe that our voices and stories are neither welcome nor wanted. Soapbox challenges that belief.

I’ve brought together over a decade in psychology research communications and ghostwriting a book on workplace psychology to create Soapbox.

Ann Storr Rushes from Uncertainty Experts filming

FAQs

"How does it work?"
I’ll take a brief with you, share it with you, and when we're agreed, you'll sign it off.

Once the brief is shared and you've actioned the deposit payment, you’ll share internal docs, such as your mission, brand voice, and objectives. Then I’ll write the workshop, and share with you before, so you’re clear on what the day will hold, how it will fulfil your brief, and support your own measures of success.
"Is Soapbox online or in person?"
Ideally you'll experience Soapbox in person. Writing is hard, and adult learners need to build trust. This is easier in person. However, my ability to create a warm, engaging yet gently confronting environment crosses into video calls, so if you're overseas and want to take full advantage of Soapbox, you'll still get the results you're looking for.
"How many people can be in a Soapbox session?"
The price shared reflects a team of up to twelve people. That's to allow me time to cater to everyone and make sure they build the group unity that will embed a writing and self-publishing practice.

If you have a larger team, please get in touch for a bespoke quote.
Will we use AI tools in Soapbox?
Soapbox is about helping people to learn about their voice and drivers. As such, we won't be using LLMs and AI in your workshop. It's about putting devices to one side, using the brain-building benefits of pens and paper.

If you want to take your learnings and integrate them with your LLM of choice, your prompts will become sharper and sound more like you.
"How will you prepare my team?"
Building trust starts before your team enters the room. You’ll make time to sign-off a brief with me, and then I’ll create and circulate some pre-work. This sets the tone, and allows your team to trust that their time will be well-used.
Do we need to have a brand voice before booking a Soapbox session?
Yes. A brand voice is an essential asset for any growing organisation. Soapbox makes it possible for your leaders and employees to blend their voice with your brand voice. As such, you've got to have a brand voice to work with!
 
Your brand voice doesn't need to be formal or codified, but it does need to be understood, and you need to know that it's working with your business goals.

Not sure of the business value of brand voice? Here's the value it brought to an insights agency.
"How is Soapbox different from a brand audit?"
A brand audit is the ideal first step in uncovering your brand voice. Soapbox makes it easy for people to find their writing voice and build a writing habit that lasts. It's designed for people who are building a personal brand and for employers who want their senior leaders and/or employees to write about their brand.

If you want to explore a brand audit, you can read more about my service here, and here's a project where an audit was part of the service.
"Can Soapbox be a one-off?"
Absolutely. 

If you need a longer programme with more on-going support, please let me know your needs, timings and rough budget, and we'll create the right product for your teams.
"How do you make Soapbox accessible?"
Everyone who comes to Soapbox should feel welcome and able to show up as themselves. That means I need to make sure I know about requirements ahead of time, so I can make any adaptations in terms of language, timing of breaks, and equipment that people want or need to use.

Before the workshop, you'll approve the agenda. A version of this will be circulated ahead of time, so every participant can see what's coming.

Sharing writing is hard. I've been told that I create a space where people are seen - and they're pushed to create more powerful writing.

I've taken Bold Type accessible communications, and Neuroinclusive training.

All content copyright Ann Storr 2026, because it's mine, I wrote it, designed it, and planned it.

With tech support from SourceCube and others.

Find me being a LinkedIn lunatic: