Joe Karaali-Barclay

Hey, I'm Joe 👋 co-founder of Do Words Good — a verbal identity & brand language studio for challenger brands.

We help you figure out what to say, how to say it, and how to make sure everyone (AI included) can write for your brand.

Free 90-second brand voice AI audit →

Before anything else — we built a free tool that scores how well AI can write in your brand voice. Upload your guidelines or paste a prompt, and it'll show you where the gaps are and how to fix them. Scores out of 45. No email, no strings, no catch.

👉 Check your AI voice readiness →

We've been working on brand language for challenger brands for over a decade — voice, messaging, the words that make you sound like you.

And while we still get our hands dirty with copy, AI has changed the game. The question isn't "who can write this for us?" anymore, it's "why does AI make our copy suck?!".

That's why most of our time goes into verbal identity work. What your brand sounds like, why it keeps drifting, and how to fix it so your whole team and your AI tools can write on-brand every single time.

That usually looks like one of three things:

✅ The Whole Shebang — messaging strategy, full verbal identity, brand voice & AI copybot. For brands that need a hand figuring out what to say, how to say it, and how to make it stick.

✅ Voice Upgrade — messaging strategy, verbal identity update, brand voice & AI copybot. For brands adapting or rebranding.

✅ Make it Stick — verbal identity documentation & AI copybot. For brands who know what they want to say but can't get everyone (people and robots) to stay on-voice.

(Which one fits depends on where you're starting from)

Who we've worked with

Discord, Vodafone, OVO Energy, Nursem, Toast Brewing, Animal, Beachbum, Drinkwell, Dr Dent, RNLI — plus almost 300 other brands across DTC, ecommerce, SaaS, hospitality, and B2B.

A few wins

👉 Helped grow an ecommerce brand from £5.6M to £25.2M by repositioning and rewriting their copy and brand voice

👉 Helped a brand grow revenue by 78% the quarter after a 4-week copy and messaging sprint

👉 Helped a US brand go from $7M to $38M over a year with fractional copy support

What a client said

"Jack and Joe were mind readers. They quickly spotted the real customer pain points and reshaped the page in a way that was clear, focused and exactly what we'd hoped for."
— Lindsay Newell, Marketing Manager, Nursem

We're probably a good fit if:

✅ Your brand has something genuinely brilliant to say, but your voice isn't saying it yet
✅ You want words that sound like you — not like a brief got fed into a template
✅ You're using AI tools but your voice keeps drifting off-brand
✅ You're building for the long run and want a verbal identity that grows with you

Want to chat?
Book a 30-min intro call → or email hello@dowordsgood.com

Not ready for a chat? Run the audit first → and see where you stand.

📬 We also send a weekly newsletter — brand breakdowns, copy frameworks and consumer psychology you can actually use. Read by people at Gousto, Bloom & Wild, LEGO and Toast Brewing.
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"Flippin' love these joy-filled insights. Thank you for so generously opening up your brains." — Louisa Ziane, COO, Toast Brewing

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