Ben Afia

26 Members

Name

Ben Afia

Twitter

@benafia

Facebook

https://www.facebook.com/ben.afia.9

LinkedIn

https://uk.linkedin.com/in/benafia

Company

Afia

About me

Hello, I’m a brand and language strategist and speaker, and one of the founders of 26. benafia.com

I’ve found that changing how organisations write and speak changes how they think. Something changes in the culture – and we can use that to make the brand stick.

I first saw it at Boots. Creating a new tone of voice and training people released them from how they thought they ‘should’ write – unleashing creativity.

At Aviva, one personnel director was surprised and excited by the energy tone of voice released in his team. They’ve been eagerly rewriting all of their documents – from offer letters to contracts.

E.ON also adopted the idea wholeheartedly and trained 7,000 people in written and spoken tone of voice. And you can see the change in how people communicate with each other day-to-day, as well as with customers.

And tone of voice has inspired teams across Legal & General to become centres of best practice – bringing customer language into documents and communicating much more clearly. It also helped them get a pat on the back from the FSA.

I still write a lot – everything from annual reports to packaging for sweets. But it’s the effect that writing has on the culture that gets me out of bed every morning. Apart from the kids that is.

Latest 26 Facebook

1 week ago

Our biggest creative writing project to date gets underway, with 100 writers researching people from WW1 history, ready to write a 100 word centena.

We've created this group to share stories, ... See more

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3 weeks ago
Truth and Lies in Advertising

Richard Burdett has seen the advertising landscape change over the years. He spent 11 years at Saatchi & Saatchi, was the Head of Marketing at UKTV, Head of 4Creative and is now MD of Horse & ... See more

Richard Burdett has seen the advertising landscape change over the years. He spent 11 years at Saatchi & Saatchi, was the Head of Marketing at UKTV, Head of 4Creative and is now MD of Horse & ... See more

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Latest 26 images

Disused pub in Hoxton by Andy York
Photo by Lucy Beevor
Image by Tony Linkson
Found on the island of Giglio, Italy by Chris Bird.
26 Screenshot by Lara Muth
I live at number 26, and this is my bin!  Rebecca Thomas
Captured in Venice by Elen Lewis
26-jane
Distance markers on a disused railway in East Sussex. The Cuckoo Line.  By Tony Linkson
Distance markers on a disused railway in East Sussex. The Cuckoo Line.  By Tony Linkson
Distance markers on a disused railway in East Sussex. The Cuckoo Line.  By Tony Linkson
Spotted by Marin Lee at the Serpentine in Hyde Park
Spotted in Copenhagen by Helen MacKinven.
Spotted on the airfield of Tivat airport in Montenegro by Martin Lee
I took this picture in a fabulous vegan and raw food restaurant in Turin - Ezri Carlebach
Spotted in Capri by Laura Hunter
Woods near Jouqueviel, Midi-Pyrenees, 10 minutes after I had told my walking group about 26. They gave me a funny look. By David Mathews
Image by Ed Pritchard
Image by Lydia Thornley in Krakow
Spotted in Belfast by Jonathan Holt
From Christmas travels in Krakow by Lydia Thornley
Night time lamp from Christmas travels in Krakow by  Lydia Thornley
Daytime lamp from Christmas travels in Krakow by  Lydia Thornley