Success or failure is a matter of definition. Defining the brand creates its voice, its personality, its promise. What is the brand? What does it mean? What does it have to say? Who should listen? Why?

The simple answer is voice.

The voice of your brand is as distinct as its personality. It’s the means by which you express the identity of the brand — its tone, its style, its character, the extent to which it takes itself seriously, the way in which you want your customers to become familiar and comfortable with its promise. By finding and establishing the voice of your brand, you also establish its authority.

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