We preen in front of a mirror every morning and adjust our physical appearance, but when was the last time we checked how we sound? The same is true of brands. Brand managers spend vast amounts of time thinking about what should be communicated through the visual identity, but typically very little time considering how the brand should sound. Few brands have guidelines that address voice, and for those that do, it is rare that they successfully explain how to express personality through fresh, sharp, on-brand communications.
By Lulu Raghavan