Talks and events

Take back the power of your own voice

Muriel Vandermeulen argues one thing consistently: an organisation gains in clarity, in desirability and in authority when it commands its own voice. For twenty years she has spoken at conferences and given leaders and their teams a method for taking their voice back into their own hands, from positioning through to production.

Her subjects of choice? An offer people understand, a voice people recognise, an editorial system people can steer.

Why involve Muriel Vandermeulen?

My aim: to give organisations back command of their voice, and to alert decision-makers and their teams to what is at stake in how a brand speaks.

Three fronts where it is decided

Alongside her editorial engineering work, Muriel Vandermeulen, founder and director of WeAreTheWords, speaks at conferences, conventions and professional events. These talks help decision-makers and their teams understand how a brand’s voice now weighs on three decisive fronts.

The clarity of the offer, which governs the buying decision.
The brand voice, which builds preference and attachment.
The editorial system, which turns production into authority.

Muriel offers an accessible, well-equipped reading of mechanisms many people live with without ever naming them. Nothing theoretical: one real case, one demonstration, and levers you can pull the following Monday.

They gave us the floor

Client references

From chambers of commerce to the leading content and marketing trade shows, in France and in Belgium, Muriel Vandermeulen speaks where professionals train and argue.

Union Belge
des Annonceurs

WordCamp

What you take away

A talk that works leaves more than an impression. It leaves a method. You come away with a clear frame, a strategic view and a concrete plan you can act on.

A frame both strategic and operational

By the end of a WeAreTheWords talk, participants have the keys they need to change how they think and how they work. They know why and how to put in place:

an offer so clear it stops costing you sales
a documented brand voice that becomes an asset
a steered editorial system that produces more authority
a reference brand that gets quoted widely

The promise fits into one sentence, and it runs through every talk: most content problems are framing problems.

Key topics

Every talk adapts to the context and the audience. Muriel works the demonstration across four key topics, from clarity through to sovereignty.

A clarified offer

An offer understood in a moment sells better than a brilliant but confusing one. This talk shows how to name, rank and word an offer so that it wins the decision. The audience comes away with a grid for spotting what, in their own offer, holds the purchase back.

A documented voice

A brand voice is documented and governed like an asset: it is recognisable, it holds across every format, and it can be handed to teams and to providers alike. This talk explains what makes a voice memorable, and why so many brands speak without ever being identified.

A steered editorial system

Publishing more is not enough. With no frame, every piece of content deepens an editorial debt that is paid every month. This talk covers the move from one-off production to a governed editorial system, where coherence outranks volume and every piece serves an intention.

Authority asserted

Becoming the reference people quote is something you build: through peers, through the press, and now through generative AI, which renders a brand the better the clearer its voice is at source. This talk shows how an organisation establishes its editorial sovereignty and takes back the ground others occupy in its place.

An experienced trainer

Muriel Vandermeulen founded WeAreTheWords, the full-stack editorial agency specialising in offer architecture and brand voice, in 2000. She wrote the first French-language book on web content strategy, published in 2010 and revised in 2014. Over 25 years she has worked with 195 companies and trained more than 1,500 professionals.

Experience feedbacks

Testimonials

At last, something concrete and workable, not a string of fine phrases you have no idea what to do with afterwards. An example, what works and what does not, then a good practice.

Gisèle Llados, CRM Manager, La Redoute Intérieurs

Excellent delivery from Muriel. She knows her subject and knows how to make it accessible.

Élisabeth Bay-Burst, Economic Research Officer, CMA Isère

Genuinely interesting, with real substance, and very lively.

Bruno Lalanne-Claux, CRM Officer, Musée du Louvre