The brand voice is how the brand expresses itself in works, and it is a powerful expression of the total brand identity. Our goal is to present one unified voice regardless of the audience or context. Initially we look at competitors’ voices for opportunities to differentiate your brand. Then, guided by the brand platform we’ll explore a range of copywriting concepts for the brand voice, identifying the most promising direction and developing it into written copy for the core applications. The chosen brand voice will be developed into a section in the final brand guidelines.