“As opposed to what?”

When you’re defining your brand’s tone of voice, this is a question you need to keep asking and asking.

Even if it makes some of your teammates secretly want to (re)define the shape of your nose.

“Bold” – as opposed to what? Meek?

“Professional” – as opposed to what? Amateurish?

“Human” – as opposed to what? Martian?

You get the idea.

It helps you identify the givens. The statements of the head-splittingly obvious. The absolute basics you’d expect from any brand.

And it allows you to push through to the stuff that *really* makes you interesting.

Need help developing your brand’s voice and tone?