Don’t we all make judgements about the way a person talks or writes? Don’t we all, sooner or later, draw conclusions about a person being either helpful, arrogant, warm or lively? It’s no different with brands! Every time your brand communicates via an advertisement, a social media post or its website, it manifests its brand voice. Have you ever paused to think about what your brand voice’s relevance and impact is on your brand’s positioning? Is your brand voice consistent? Is it effective? More importantly, does your brand adhere to its core brand values? Most probably not. When people think about brands, they often think about their brand’s visual identity. However, there is another critical element that often gets overlooked: voice and tone. And usually, for most brands, their voice was not well-thought or developed in the first place. Marketeers do spend considerable amount of time and energy when it comes to designing and finalising a brand’s logo,...