If your brand or business is going to be conversational, it needs a voice.
But what kind of voice? What should it sound like? What kind of vocabulary should you use?
Companies find their voices in all kinds of different ways.
Sometimes it’s the voice of the founder.
For a long time, the voice of Apple was the voice of Steve Jobs. And the voice of the Virgin group of companies is Richard Branson, more or less.
Other times companies can borrow the voices of brand ambassadors or through celebrity endorsements. Those borrowed voices are intended to match the character of the company or brand.