Trouble with tone of voice

It sounded great when that brand consultant explained the idea of having a tone of voice.

It sounded both magical and sensible at the same time. Why sound like our competitors? Why not develop a tone of voice that sets us apart? A distinctive voice that enlivens our purpose?

Sadly many enterprises (maybe even ours) are being led astray by glib textbook guidelines that fail to make any kind of lasting, profitable impact.

They may look good on paper or in a PowerPoint deck, but they typically fail to get any traction.

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